Research On The Influence Of Online Shopping Service Recovery On Customer? Satisfaction After Recovery

In 2013,China entered the era of 4G,By 2020,China will be in the era of 5G.China's mobile Internet technology is developing rapidly.The Internet users in our country are growing geometrically.The huge Internet user group has promoted the development of online shopping.With the rise of various online shopping platforms,the competition of the online shopping market is becoming more and more intense.The limitations and instability of online shopping services cannot be ignored.Appropriate service recovery can retrieve customers,improve the reputation of the online retailers and achieve a win-win situation.Therefore,service recovery is indispensable for online retailers.And in the new online shopping situation,different from the early online shopping environment and the traditional shopping environment,the new type of online shopping service failure is more complex and diverse,and the customer is growing up with the market,and the customer has a new standard for the satisfaction of online shopping.Based on this environment,this paper analyzes the influence of online shopping service recovery on perceived justice and the effect on customer satisfaction after recovery.and the effect of relationship quality regulation is also discussed.First,we review the relevant literature of service recovery,perceived justice,customer satisfaction after recovery,and relationship quality,and the theory of expectation disagreement and fairness.Secondly,this paper builds the theoretical model based on the literature review and the situational characteristics of online shopping,and proposes the hypothesis of the relationship between service recovery and customer satisfaction after recovery,and the hypothesis of the relationship between service recovery and perceived justice,The hypothesis of the relationship between perceived justice and customer satisfaction after recovery,and the hypothesis of relationship quality regulation;finally,the data collected by the questionnaire are collected,and the data collected by AMOS17.0 and SPSS20.0 software are statistically analyzed,the reliability analysis,validity analysis,path analysis and so on are used to analyze and verify the hypothesis,and the following conclusions are concluded:(1)Four dimensions of online shopping service recovery include financial compensation,response speed,apology and the initiative to recover under.All of them have a significant positive impact on perceived justice.(2)two dimensions of perceived justice include result justice,interactional justice,have a significant positive impact on customer satisfaction after recovery.(3)The apology in online shopping service recovery has significant influence on customer's two satisfaction.(4)The relationship quality plays a moderating role in the influence of service recovery on perceived fairness.The relationship quality has a significant moderating effect on the positive influence of apology on interaction justice and the positive influence of remedial initiative on interaction justice.