| Development of China's online shopping industry has become more sophisticated,the number of complaints rises of online shopping,which makes online shopping service recovery gradually attention.Unfortunately,the existing research on online shopping service recovery is sporadic,with little attention paid to the relationship between online shopping service recovery and customer behavioral intentions.There is even less discussion about mediating and adjusting variables between the two.Based on the lack of existing research,this article explores in depth the mechanism of online shopping service recovery on customer behavior intentions.Through the literature review and combing,this paper defines the concept of online shopping,service failure,service recovery,brand relationship quality,customer behavior intention and direct complaint willingness,determines the dimension division and measurement of each variable,proposes research questions and research hypotheses,constructs Research the theoretical model,and brand quality of the brand,the type of service errors and direct complaint willingness as a mediating variable and regulatory variables into the model,trying to explore the relationship between the various paths.In this paper,a questionnaire survey was conducted to collect 346 valid data of consumers who experienced online shopping failure,using statistical software SPSS19.0 and AMOS17.0 to process and analyze data.empirical results show that:(1)The dimensions of service recovery in the largest positive impact on the response speed of repurchase intention and word of mouth customers,the initiative to remedy the maximum positive impact on premium purchases.Response rate has the greatest positive impact on the quality of brand relationship.There is a significant positive correlation between brand relationship quality and customer behavior intention dimensions.(2)Brand relationship quality fully mediated the relationship between service recovery and repurchase intention.Brand relationship quality plays a mediating role between service recovery and customer reputation and between service recovery and premium purchase.(3)Service failure type in the service recovery and the relationship between the purchase of premium between the regulatory role,that is,process errors relative to the results of the error,the service remedy and the relationship between the purchase of premium stronger.Direct complaint willingness will be positive to adjust the relationship between service remedy and customer reputation,that is,the higher the willingness to direct complaints,the greater the impact of service recovery on the customer's reputation.The results of this study enriched the study of service recovery in the online shopping environment and provided a new perspective on how customer service thought affects customer behavior from customer level.Services for online retailers to take remedial restore customer have a certain reference value. |
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