The Relationship Between The Third Party Courier Service Failures In Network Shopping And The Consumers' Satisfaction On The Online Store

With the development of China's economy and the Internet,the network shopping is gradually recognized by consumers.The data from China Internet network information center show that China‘'s online shopping market size has reached 2.79 trillion yuan,compared to 2013,1.89 trillion yuan,year-on-year rises of 47.4%.China's online shopping market deals occupied 10.6%of the total retail sales in social consumer goods,the growth rate is more than four times than the total retail sales;Chinese online users scale up to 360 million,year-on-year rises of 19.7%,the penetration has reached 55.7%in 2014,while 2013 is 48.9%;The average online consumption per capita in China increased year by year,in 2014 to 7716.5 yuan,year-on-year rises of 23.1%;As a result,express business servicing for online business accounted for more than 60%of the total.It is clearly to see that China's online shopping market grows rapidly,the entire market is expanding and the market potential is tremendous.Online shopping impacts the traditional retail mode strongly with its advantage of high quality,low price and convenience,changing people's shopping style and life style.However,Internet shopping compared to traditional retailing,despite the distinct characteristic,but also more complex.First,consumer confirm to purchase a product and payment.Second,the online store entrust a third party courier companies delivery it;Third,consumers receive the purchased goods from a third party Courier companies.Compared with traditional retail,which only needs buyers and sellers,the realization of the network shopping needs the joint efforts by online store,the third party Courier companies and the network shopping consumer.Online shopping is the unification of the information flow,cash flow,business flow,and logistics.In online shopping situation,online store and buyers complete of the first three,while the last,logistics,is done by the third party Courier companies.Despite the express delivery service is derived by the network shopping and has no direct contact with the network shopping consumer,a direct impact on the realization of the network shopping is worked.In other words,the successful implementation of the network shopping depends on not only the relationship between consumers and online store and between online store and the third party Courier Company;it also depends on the non-economic trade relations between consumer and the third party Courier Company.Compared to traditional retail sector,Online shopping,due to its consumers can hardly contact with the physical goods,so it is easy to generate awareness deviation and it is a natural defects.What is more,with the uncontrolled third party Courier companies taking part in,to achieve customer satisfaction will not be a tough thing.These characteristics of the network shopping imply the complexity of customer satisfaction.So,the customer satisfaction of the online store not only depends on the online store service itself,but also can be influenced by the third party Courier companies.To be specific,the online store customer satisfaction is related to product quality,service,convenience,site features,personalized services,network security and the interactivity,price and operation difficulty level and the influence of offline logistics service.Among them,the offline logistics service for online store take a significant place,and correspondingly harder to control,because in most cases,the network shopping distribution services are done by the third party Courier companies.They have an increasing influence on customer satisfaction for it can make great contribution to enhance the satisfaction.Then the point is,once the third party Courier companies make mistakes,how the network store customer satisfaction can be impacted?How online store service recovery will effect on this relationship?Whether the third party Courier companies are self-select or not will influence the effect of recovery?The existing theoretical research did not give an answer.In view of this,first of all,this article puts forward the corresponding research hypothesis and theoretical model based on the research of the previous related literature;second,taking on online shopping customer as investigation object,this paper collected 246 valid questionnaires,and then,uses SPSS21.0 and Amos22 to statistical analysis;finally,do a hypothesis testing according to the result.As a result,this paper draws the following conclusion:be different from the traditional dualistic relationship in retail network shopping situation,third party Courier service failures have a negative impact on consumer satisfaction;Online store service recovery can weaken the influence,among them,the physical remedial effect is more obvious;on this basis,the response speed and physical recovery can strengthen the relationship between apology and physical remediation with third party Courier service failure and the online store customer satisfaction.According to the above conclusion,it discusses how third party Courier service failures effect on consumer online store satisfaction,based on network shopping,expands the applicable scope of the relationship between customer satisfaction and service failure;By discussing the adjustment between online store service recovery to third party Courier business service failures and consumers satisfaction,make up the deficiency of the theory,and enrich the related literature on service failure and service recovery and network shopping;How online physical recovery and apology effect on customer satisfaction is discussed;Discusses relationship between the three parties:the response speed and remedy initiative,the third party Courier service failures and network shop customer satisfaction,deepen the service recovery and attribution theory related research.This study contributes to enhance customer satisfaction of online store management:first,attach importance to the online store recovery action;second,according to different third party express Courier service error,online store should choose different service remedy combination,in order to improve the efficiency of service recovery.Third,the online store should be more respect the customer in the online shopping process,improve the sense of participation and awareness of leading,in order to maximize the customer's initiative.Thereby strengthen the customer self-attribution during the service failure attribution process,enhance the effectiveness of service recovery,so the well-maintained customer satisfaction and the enterprises future development can be effectively guaranteed.