Study Of Return Reasons’ Effcts On The Relationship Between Service Recovery Quality And Return Satisfaction In E-commerce

Internet develops from personal computer, to today’s mobile devices, from digital television to the bus medium. The rapid development makes online shopping come into the public’s daily life. Online shopping with the price advantage, convenience and its service has attracted more and more consumers. With the increase in online consumption, prominent return problem comes along. Because of intense competition, more and more sites are using varieties of ways for maintaining old customers. Return process is part of the enterprise reverse logistics. After-sales experience is an important consumer experience, so protecting consumer satisfaction becomes the focus of business and the key of customer maintenance. In the past, researchers argued that return process performance impacted consumer loyalty, and consumers concerned about fairness in the process.etc.Studies usually focus on the one website or one class of products. This paper attempts comparative study in Chinese B2 C and C2 C environment, introducing attribution theory to research how consumers act facing different return scenarios. Return problem paid by e-retailers or individuals are very different.Questionnaires were issued online and a total of 196 valid ones were collected. Problems caused by personal reasons and e-retailer reasons occupy the majority. Through SPSS 19.0 and Smart PLS2.0 the data was carried through reliability testing, validity testing and regression analysis, and study hypothesis was verified.This paper aims to explore the moderating effects of return reasons upon the relationship between service recovery quality and customer return satisfaction. After a series of data analysis we found that return reason acts differently in B2 C and C2 C environments. Positive return remediation makes consumers’ return satisfaction rise. When return reasons are introduced as the moderator, e-retailers’ reason will enhance the relationship between responsiveness and satisfaction and weaken the contact’s under the C2 C context. In the B2 C process, this relationship is almost unaffected. Meanwhile, we found that consumers who are satisfied with return process are likely to repurchase and spread a positive e-WOM. Theoretical and practical significances are described at the end. Limitations and possible future research directions are discussed. Results can provide e-commerce websites evidence to effectively handle different return cases and increase customers’ satisfaction.