| It is common to see negative reviews of customers because of online service failure. Negative reviews spread through the online feedback system and bring negative effects to online retailers. Therefore, the recovery for such service failure is deeply concerned by online retailers. This study explores the mechanism about how online service recovery would affect customers’ willingness to modify their negative reviews and the differences of this mechanism caused by product involvement. Firstly, we established a model in which online service recovery affects consumer intention to modify online negative review. Then we investigated customers who have ever published negative reviews and got service recoveries from retailers. 618 valid questionnaires are collected. At last, the model was validated with statistical analysis software such as SPSS19.0 、 LISREL 、 AMOS. The results showed that four dimensions of service recovery, that is, compensation, responsiveness, explanation relevance and accuracy, significantly affect customer intention to modify negative review, while the effects of contact and explanation completeness are not significant. Product involvement positively moderates the relationship between explanation accuracy and customer satisfaction with service recovery. Finally, some managerial implications are discussed. |
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