The Study About The Impact Of Taobao Shop’s Service Recoveries On The Online Shoping Customer Satisfaction, As Perceive Fairness A Mediator

As the Internet into China, entering into the lives of thousands of families,at the same time the online shopping is developing, according to the China Internet Network Information Center" 35th Statistical Report on Internet Development in China Network".At the end of December 2014. China’s online shoppers are up to 361 million,Taobao total transactions amounted to 57100 milions on 2014 double Eleven,since only 35000 milions from last year, growing nearly 70%, as can be seen from these data, Taobao shopping has become a trend now.Although the rapid development of online shopping transactions on Taobao shopping, unlike the real economy, the seller and the buyer can not communicate face to face, only through the Ali Wangwang, there must be a great drawback.One:customers can not see the kind of goods, easy to produce the high expectations of commodity, it is easy to appear all sorts of misunderstanding that causing customer dissatisfaction.Second:Taobao shop goods is numerous, quality is uneven, resulting in service failure easily.Under the environmental of the net, alternative commodities, low switching costs, so the network owner should find service failure, to take immediate service recovery measures,thus the formation of customer satisfaction after the remedy, retain customers.Research focus of this paper is serve remedies, combined with relevant references domestic and abroad,Raising the model about service recovery and online shopping customer satisfaction. service recovery at the article will be divided into:physical remedies,spiritual remedies,remedial enthusiasm. In this article, inserted a mediating variable that is perceived fairness, divided into four dimension. For this research, collecting 210 questionnaires,190 valid questionnaires around China. by using SPSS 19.0 for reliability analysis, validity analysis, correlation analysis and regression analysis. Conclusion are as follows:(1) There was a positive correlationn about Taobao shop service recovery on online shopping customer satisfaction. but not every dimension.this paper found that the only remedial service enthusiasm and physical recovery have direct positive correlation, and spiritial remedy only have indirect influence.(2) Perception of fairness has an intermediary role between service recovery and online shopping customer satisfaction, Four dimensions of perceived fairness have positive correlation on online shopping cunstomer satisfaction.Finally, this article is based on the Taobao online shopping environment for analysising the relations about remediation services and the online shopping customer satisfaction, and finally gives the shopkeepers a few related management proposals, including the emphasis on customer feedback,service recovery,the customer’s perception of a sense of fairness, the emphasis on remedial enthusiasm and material remedies and take targeted remedial measures.Only in way to improve the online shopping customer satisfaction, reducting churn rate. I hope this study has some reference value on Taobao shopkeeper and related scholars...