Research On Perception Mechanism Of "Face" And "Lining" In Service Recovery Of Online Tourism Agent

With the development of the Internet,the number of tourism OTA is increasing.in contrast with the traditional service enterprises,online travel agents are lack of face-to-face communication,and it's difficult to grasp the needs and emotions of customers.Service failure is inevitable and fatal to enterprises if poorly handled.Besides,the concept of face and lining have been deeply embedded in Chinese culture,and it plays an important role in consumer behaviors.As far as service recovery concerned,what role do face and lining play in the process of recovery perception and which one is more important needs to be theoretically explored and empirically tested.There has been a growing interest in service failure and recovery,whereas research effort on the influence of cultural values that underpin behavior responses is limited.Besides,most of studies traditional service situation instead of online service situation.Therefore,it is necessary to confirm whether the conclusions of the two situations are consistent.Thus,this thesis bases on the perspective of native cultural values,according to social exchange theory,cognitive evaluation theory,equity theory,in the background of service recovery situation of online tourism agents,verifying the main effects of utilitarian recovery and symbolic recovery and perception effects of face and lining,leading moderator variable relationship quality into the model,for exploring service recovery mechanism in the context of Chinese cultural values.Converging evidence from the experiment indicates that there are significantly different between the four recovery scenarios in face restoration,outcome favorability and repurchase intentions.The results also show that face restoration and outcome favorability play an important role in service failure and recovery encounters.In addition,utilitarian recovery and symbolic recovery have a significant impact on both face restoration and outcome favorability,however,there is no interaction effect between utilitarian recovery and symbolic recovery;outcome favorability and face restoration have multiple mediation effect between service recovery and repurchase intentions utilitarian recovery and symbolic recovery have a significant impact on repurchase intentions through face restoration and outcome favorability;For high relationship quality levels,utilitarian recovery and symbolic recovery have positive effects on face restoration,and there is no significantly moderation between the recovery methods and outcome favorability.Above all,this thesis provides theoretical reference and practical enlightenment for maintaining long-term and stable relationship between enterprises and customers.Besides,the practical implications of this study are mainly three-fold.First of all,service providers should pay attention to customers' perceptions of face during service encounters.What's more,utilitarian recovery is still the most important methods to improve the recovery satisfied.Finally,it is also important to providing differentiating strategies according to customers' characteristic.