Research On The Mechanism Of E-commerce Service Recovery Satisfaction

With the development of electronic commerce,online shopping has become popular,and the phenomenon of service failure is also showing a growing trend.Reducing the impact of service failure through service recovery,so that consumers can achieve a satisfactory recovery and even repeat purchase willingness,has aroused extensive concern by both scholars and managers.Prior scholars have examined the relationship between service recovery quality,perceived justice,recovery satisfaction,however,research on the mechanism between service recovery quality and customer recovery satisfaction in Chinese e-commerce background is still need research at present.In order to explore the mechanism of service recovery quality and recovery satisfaction under the context of Chinese e-commerce,from the perspective of service recovery quality and consumer involvement and based on relevant studies,the problem of service recovery in the field of electronic commerce is studied in this paper.Learn from previous scholars' research,this paper divided service recovery quality into four dimensions: interaction quality,process quality,information quality and outcome quality,and the effect of service recovery quality on consumer perceived justice,and recovery satisfaction is examined,what's more,we also discuss the moderating role of consumer involvement and consumers' demographic characteristics.This paper takes consumers who have online shopping experience and experienced service recovery of consumers as research object.Through data research and empirical analysis on how to carries out service recovery from the perspective of service recovery quality,customer involvement and perceived justice,the results show that: first,all of the four dimensions of service recovery quality have a positive impact on customers' perceived justice;second,both distributive justice and procedures justice have a positive effect on recovery satisfaction,while the impact of interaction justice on recovery satisfaction is not significant;third,consumer involvement has a positive moderating effect on the relationship between perceived justice and recovery satisfaction,which means with the increase of consumer involvement,the effect of perceived justice on consumers' recovery satisfaction will increase;fourth,the influence of demographic variables showed that there were significant differences in the effect of service recovery quality on perceived justice between different ages.Compared with younger consumers,older consumers after the service recovery is more likely to perceive distribution justice,interaction justice and procedural justice.Finally,this paper puts forward related suggestions.The innovations of this study include the following: first,service recovery quality is introduced into the research model of perceived justice and service recovery satisfaction,and both service recovery quality and its impact path in service recovery is fully studied;second,this paper studies service recovery from the perspectives of both consumers and businesses,to a certain extent,fill the gap of consumer factors in the service recovery process;third,this paper examines the differences of different demographic variables influence,which provide reference for electronic commerce operators to carry out service recovery strategies.