Study On The Effects Of Online Return Logistics Service Quality On Consumer Behavioral Intention From The Perspective Of Service Recovery

After so many years vigorous development,China's online shopping market has gradually came into a stable period.The growth rate of new users is reducing and the market competition becomes increasingly fiercer.For online retailers,how to maintain customer relationships to avoid customer defection is the focus of attention.Affected by such market environment,online retailers change their attitude to return logistics.In the past,they view the return logistics as burden,but now they regard it as an effective means to increase competitiveness.In the intensified online shopping market,how to retain customers through return logistic service gains prominent research value.However,the existing study on this subject is very few.Based on this realistic background,this paper applies the related theory of service recovery in traditional environment into online return logistics.From the perspective of service recovery,this paper investigates the mechanism of how the quality of online return logistics service affecting customer behavioral intentions.Form the process of providing return logistics service,online retailers can create positive interaction with customers,and finally make the customer generating repurchase intent and other positive behaviors and attitudes.The return logistics service involves many aspects,how these aspects particularly affect customer behavioral intentions? In different return backgrounds,does the impact still keep the same? With the reflection on these issues,this paper takes customer trust as the mediating variable,and takes the responsibility attribution as the moderator,constructs a conceptual model of how the return logistics service quality affect customer behavior intention.In the empirical study,this paper collects 241 valid questionnaires and using SPSS to conduct data analysis.The results show that online shopping's return logistics service quality has a significant positive effect on customer trust and produces positive effects on customer behavior intention through the intermediary role of customer trust;the responsibility attribution negatively adjusts the relationships between return logistics service quality and customer trust.The main innovation of this paper is to apply the related theories of service recovery to study the mechanism of how return logistics service influence customer behavioral intentions.Firstly,this paper uses the perceived fairness theory to divide online shopping's return logistics into three dimensions: interaction quality,process quality and result quality.Then it deeply explores the relationships among return logistics service quality,responsibility attribution,customer trust and behavioral intention.Theoretically speaking,this paper supplements the research on return logistics service and customer behavior intention;practically speaking,this paper provides scientific advice for online retailers on how to allocate limited resources of return logistics service management and improve the remedial effects.