Research On The Impact Of Online Remedies On Customer Satisfaction

With the popularity of online reviews platform,online reviews become an important reference for people to make purchase decisions.It is difficult to avoid service errors.Many merchants take positive service remedies for negative reviews,but the remedial effect varies significantly.At present,many scholars have begun to pay attention to the mechanism of online service recovery and customer satisfaction,but the research is based on the single transaction background,online services has not been fully studied.This study focuses on how online service remediation can affect customer satisfaction in the context of repeated transactions.In this study,we selected 6 representative cities and obtained 2206 high-star hotel samples.In order to obtain the first-hand data of online reviews,a Java-based data capture system was developed.The research is divided into three aspects :timeliness,space and tone.In this study using text segmentation,LDA theme model extraction technology.Based on the panel data,this paper establishes a multiple regression model of panel data,and analyzes the impact of online service recovery on customer satisfaction.It is found that,in the context of repeated transactions,customers' satisfaction is affected by previous satisfaction when they deal with the same service firms,and the customer's current transaction satisfaction is negatively correlated with previous satisfaction.Online service recovery has a positive impact on customer satisfaction.The timeliness of online service remediation has a significant positive impact on customer satisfaction.The length of comments on the hotel's online service remedy is also significantly positively impacting on customer satisfaction.Finally,the study found that the use of automatic response will have a significant negative impact on customer satisfaction,apology and commitment to improve customer satisfaction will have a significant positive impact.The research described the impact of online service remediation on the dynamic change of customer satisfaction.These theories can help enterprises to formulate and dynamically adjust online service remediation strategies,and make better use of online platform for service recovery,in order to enhance customer satisfaction and improve the competitiveness of enterprises,is of great strategic significance.