U Shape Or Linear? The Effect Of Service Recovery On Word-of-Mouth In The Environment Of Network

With the rapid development of network technology and popularization, the Internet is increasingly becoming the necessary tools for communication and people’s life, online retail scale expands increasingly, also with the Internet as the carrier of the influence on consumer purchase intention and word-of-mouth behavior play a crucial role. Consumer Electronic Word-of-Mouth broke through the limit of time and space, consumer Electronic Word-of-Mouth compared with the traditional word of mouth last longer, transmission is wider, get easier, more and more extensive attention by the academic.Although Internet technology brings us great convenience, also produce a huge marketing opportunity, however, in the online retail environment, with consumers and businesses not to negotiate face to face communication, more easily because of uncertain factors (such as improper product descriptions, pictures show the fuzzy, etc.) and cause failure. Change customer service mistakes, lead to customer dissatisfaction and the spread of negative word of mouth, moreover conversion service supplier, therefore, to increase customer loyalty, businesses should take active service remedy. The appropriate service recovery measures can reduce the negative impact on consumer service mistakes, become dissatisfied customer is satisfied with the customer, customer spread positive word-of-mouth network.This study based on the theory of perceived fairness, think that the quality of service recovery dimensions can trigger positive Electronic Word-of-Mouth, remedial satisfaction on service recovery quality and Electronic Word-of-Mouth plays an intermediary role. First of all, on the related literature review, summarizes the network quality of service recovery and the composition of Electronic Word-of-Mouth dimension, network quality of service recovery quality includes results, program quality, interaction quality, network word of mouth contains positive word of mouth, internal and external Electronic Word-of-Mouth activity; Secondly, this paper constructs the network quality of service recovery as independent variables, remedial satisfaction as intermediary variables, Electronic Word-of-Mouth relation model as the dependent variable, and put forward relevant assumptions, found in the process of the analysis of the specific remedy satisfaction and Electronic Word-of-Mouth is not a simple linear relationship between each dimension; Finally, according to the steps of structural equation model the effect analysis, specific analysis and reliability and validity of inspection by SPSS 19.0 mediation effect, use PLSS structural equation model.Through the study of hypothesis test, found that the dimensions of the service recovery quality not only direct significant influence on positive network word of mouth, but also through the role of the intermediary remedial satisfaction affects positive word-of-mouth network, the result of the quality of service recovery dimensions on remedial satisfaction is higher than the influence of process quality and quality of interaction. In addition, in this paper, the results also show that remedial satisfaction and Electronic Word-of-Mouth is positive linear relationship, and a u-shaped relationship with the internal Electronic Word-of-Mouth activity, and the external network word of mouth is not a u-shaped relationship, this could be due to most consumers will not take the initiative to share their shopping experience on the route of the external and external reputation mainly between acquaintances, unnecessary outside public praise can increase the risk of (personal information leakage, external pressure).Then, in conclusion, on the basis of analysis, put forward in this paper, the management of revelation, and discusses the research limitations and puts forward the future research direction of Electronic Word-of-Mouth.