The Effect Of Service Recovery On Customer Loyalty In Online Shopping Context

With the continuous development of e-commerce and more sophisticated online shopping services,more and more consumers and enterprises begin to carry out online transactions,the enterprises provide consumers with a new shopping environment which is different from physical store.In online shopping environment,businesses and customers lack of face-to-face interaction,it is difficult for businesses to control the whole service process from order to receiving precisely,which results in the high possibility of service failures to improve.The occurrence of service failure will not only bring the actual problems to the customer,but also have a negative impact on the customer's emotions.Accordingly,the service recovery measures that enterprisers take are not only affecting the customer's cognition,and it can cause the customer's fluctuated emotions.Online service businesses need take appropriate remedial measures to restore the lost customer satisfaction,which may retain or increase customer loyalty.Firstly,this dissertation reviews the theory of service recovery,consumer emotion,customer satisfaction and customer loyalty in the existing literature.On the basis of previous studies,this paper puts forward the research hypothesis,and constructs a model based on consumer emotion in the online shopping context.The model shows the effects of service recovery on customer loyalty.Then we screen index based on the existing theoretical results and interview record with online shopping customers,and design the initial questionnaire,modify the questionnaire after a small sample test,and compile and issue the formal questionnaire.Next,we make a statistical analysis of the survey data,and test hypothesis of model empirically.The results show that the dimensions of service recovery on customer satisfaction have significant positive effects;tangible compensation,recovery initiative and communication have significant positive influence on customer attitude loyalty and behavior loyalty,apology and response speed only have significant positive effect on attitude loyalty,feedback only has significant positive influence on customer behavior loyalty.Customer satisfaction has mediating effect on the relationship between service recovery and customer loyalty;customer emotion has a regulatory role in the relationship between service recovery and customer satisfaction,customer emotion has significant moderating effect on the customer satisfaction and customer loyalty.Finally,this paper puts forward the countermeasures and suggestions to improve customer loyalty by using service recovery in the online shopping context.This dissertation is an extension of traditional service recovery research in theory and it is also a supplement to the research of consumer emotion in the field of service recovery.In practice,this study is beneficial to regard the online business to put more importance on the service recovery value,to improve the service recovery consciousness of online business and take adequate measures,which become a key for online business to maintain or even improve customer loyalty,and obtain competitive advantage.