The Research On The Influence On Consumer Behaviors From Service Recovery In B2C Mode

With the popularity of Internet, e-commerce industry is being developed rapidly. But service failures continue occurring, so service recovery has become increasingly important. Research on service recovery in the traditional mode is relatively mature, and it proposed a relatively complete and widely accepted theory:service failure and service recovery has effects on customer satisfaction and loyalty. The main purpose of this paper is to figure out the impact from service recovery on consumer behaviors in B2C mode:how does service failure and recovery influence consumer behaviors, whether there is any adjustment effect from service recovery on relationship between service failure and consumer behaviors, and what role does the individual characteristics (such as online shopping experience, gender differences, etc.) play in service recoveryWe received 405 valid samples through a questionnaire survey, and after an empirical analysis using SPSS, we found that:1) the service failure has an effect on Consumer Behaviors, attribution(to the customer himself) of service failure positively influences Consumer Behaviors, the maneuverability and seriousness of service failure negatively influences Consumer Behaviors; 2) service recovery has an effect on Consumer Behaviors, the attitude of Service Recovery, reaction speed, types of compensation and quality of service recovery all have positive influence on consumers’repurchasing intention, word-of-mouth, and customer loyalty. Among them, the mental compensation is more effective to promote a positive online word-of-mouth, while material compensation plays a more important role to promote positive word of mouth off-line;3)Repurchasing intention and word-of-mouth showed no significant differences between different gender, different degree of education, or different online shopping experience, but different gender showed significant differences on customer loyalty.4) service recovery has significant moderating effect on the relationship between service failure and Consumer Behaviors,There are some shortcomings in this study. First of all,we failed to get samples from the countryside since e-commerce is "sinking"to rural areas from urban areas; Second we didn’t carry a further study on word-of-mouth mechanism although word-of-mouth is an important part of consumer behaviors; Third, we didn’t segment the market when analyzing. These are likely to reduce the applicability of the results.In future study, it is necessary for us to pay more attention to rural areas, to explore the consumers’ psychology and behaviors when shopping online,as to provide more practical,more specific ideas for e-commerce industry when they turn into rural market; We can further study word-of-mouth mechanism after a service recovery; We can also do research about consumer behaviors on the basis of market segmentation after service recoveries,to explore the different consumer behaviors between different industries, different failure cases, different consumer groups, to find out what kind of service recovery is more conducive to promoting positive consumer behaviors and minimizing the negative impact of service failures.