An Empirical Study On The Effect Of Service Recovery Quality On Customer Satisfaction In Online Shopping Environment

In China and the world,online shopping is not only a fashion,but also one of the important ways of consumption.In recent decades,online shopping is developing rapidly,and the online shopping market is constantly becoming mature.However,in the process of development,online shopping has been accompanied by the failure of service,which is similar to traditional industries,service failure is inevitable.But in the customer group,the speed of propagation of online shopping service failure is faster than the traditional,and in a very short period of time,the service failure impacts the online shop performance.and in the process of service recovery,because of not targeted,a wide range of services recovery methods and methods are relatively low efficient,so understand the need for service recovery and process which service recovery quality impacts on the customer satisfaction has become the focus of the study.Based on the online shopping environment,the article studies the process which quality of service recovery impacts on customer satisfaction,with the initial negative emotions and recovery emotions as adjusted variables and intermediary variables.In the process of research,the paper explores the process which quality of service recovery and the various dimensions impact on customer satisfaction and recovery emotions;recovery emotions impact on customer satisfaction;the mediating effect of the variables of recovery emotions;and the regulatory effect of the regulated variable of the initial negative emotions.Through the empirical analysis,this paper draws the following conclusions: quality of service recovery positive impacts the positive recovery emotions and customer satisfaction,and negative impacts the negative recovery emotions;positive recovery emotions positive impact customer satisfaction and negative emotions;recovery emotions can act as mediator variables that affect the process that quality of service recovery impacts customer satisfaction.The contact of quality of service recovery is not obvious to positive impact recovery positive emotion,while is obvious to negative impact negative recovery emotions;The compensation of quality of service recovery is obvious to positive impact recovery positive emotion,while is not obvious to negative impact negative recovery emotions.The initial negative emotions have no significant regulatory effect in the process which service recovery quality impact on customer satisfaction.Through this study,we can make the electricity business understand the necessity of service recovery,and believe that the service recovery is an important way to enhance the customer satisfaction to the enterprise.At the same time,we pay attention to the customer’s consumer emotions in order to enhance the customer satisfaction;The way of recovery quality is more targeted,efficient,and able to achieve the desired results with lower remediation costs.