| The steady development of the "Internet+" era has pushed the shared economy into a blowout era.On the one hand,a large number of new business models and unicorns based on shared economy have been cultivated in many industries;on the other hand,it also stimulates people to upgrade and change their living habits and concepts.Taking Internet travel service as an example,compared with traditional travel mode,online car-appointment is a mobile phone APP call mode,with the help of the platform to achieve fast and accurate space-time matching between the supply and demand sides of travel,to solve people's travel pain points,improve travel efficiency,enrich travel options,optimize the urban traffic pattern and relieve traffic pressure.However,in recent years,the frequent exposure of "scandals" and negative information of online car appointments has pushed the mode of Internet travel to the focus of public opinion again.In this case,if the enterprise cannot take effective service remedial measures to resolve customer anger and discontent,customers will find outlets for their negative emotions.In the era of mobile internet,once negative word-of-mouth is formed,the dissemination speed,destructiveness and targeting will be stronger.Therefore,enterprises must pay attention to how to obtain and improve customer loyalty,customer loyalty is the lifeline of healthy development of enterprises.In order to systematically explore the influence mechanism of customer loyalty in online car booking under the situation of service failure,based on service remedy,relationship quality theory and S-O-R theory,and from the perspective of customer relationship quality of network truck,a theoretical model of the effect of service remedy quality on customer loyalty of network truck is constructed,that is,how service remedy quality affects customer relationship quality of network truck("Stimulating S"),and here.How to influence customer loyalty("response R")under the action of driving("processing O").Then,using SPSS 22.0 and AMOS 24.0 statistical software and 284 sample data,the influence mechanism and transmission mechanism of the hypothesis model are empirically tested and analyzed by using structural equation model.The research finds that besides the quality of service recovery procedure,the information quality,communication quality and result quality of service recovery have a significant positive impact on customer loyalty;the service recovery quality has a positive impact on improving customer relationship quality;and the customer relationship quality has a positive impact on customer loyalty and service supplement.The quality of rescue and customer loyalty play an intermediary role.At the same time,the study further finds that the moderating effect of service failure severity between the quality of customer relationship and customer loyalty has not passed the test,which may be related to the degree of service failure perceived and experienced by the respondents.Therefore,the study considers that the moderating effect of service failure severity should not be neglected in the context of special service failure.To sum up,The way of online car booking is the process of matching,separating and reintegrating the online and offline services,which increases the service contact points in the online travel process,thus increasing the risk of service failure.Online platform is facing many pressures,such as strengthening service quality supervision,timely remedy after service failure and upgrading travel service quality.Finally,this paper puts forward some countermeasures and suggestions to enhance customer loyalty of network truck service platform,first,to win customer loyalty as the goal,improve the service recovery quality of the travel platform in an all-round way;second,to improve the relationship between the online travel platform and users based on customer relationship;third,to comprehensively improve the service quality of online travel by means of science and technology. |
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