The Influence Of OTA Customer Participation In Service Recovery On Repurchase Intention

With the depending of Chinese tourism Internet and the trend of independent travel in the tourism market,more and more tourists are ordering travel products or services on OTA platforms,which drives OTA is developing rapidly in China.At the same time,due to the separation of time and space between travel e-commerce transaction parties,the identity of production and consumption of travel products or services,and the application of Internet technology,the forms of platform transaction disputes caused by OTA service failure also appear new features.OTA service failure has becoming one of the important factors restricting the development of China's online tourism market.In the case of service failure,OTA can take effective measures quickly,which will have the opportunity to win customer satisfaction again and enhance customer's repurchase intention,which is not only conducive to OTA management,but also conducive to improving the environment of China's online tourism market.Theoretical and empirical studies on the influence mechanism of OTA customer participation in service recovery on customer satisfaction after service recovery and repurchase intention can not only improve the service recovery theory in the field of tourismresearch in China,but also provide theoretical guidance for OTA to better carry out business management activities.Papers to the OTA service recovery in the tourism industry as the research object,based on the consumer behavior research paradigm and theory of social exchange,build customer participation in service recovery and customer relationship model of customer satisfaction after service recovery and repurchase intention,brand equity as moderate variable,service recovery quality perception as intermediary variables,to collect the survey data,using SPSS and AMOS software to test the relational model.The results are as follows: first,customer participation in service recovery has a significant positive impact on the perceived quality of service remedy in four dimensions(interaction quality,program quality,result quality and network information quality).Secondly,the result quality and network information quality of perceived quality of service recovery have significant positive effects on customer satisfaction after service recovery.Thirdly,the result quality and network information quality of perceived quality of service recovery have significant positive effects on customers' repurchase intention.Fourthly,brand equity has a moderating effect on customers' participation in servicerecovery and perceived quality of service recovery.Fifth,perceived quality of service recovery plays an intermediary role in the influence of customer participation in service recovery on customer satisfaction after service recovery and repurchase intention.At the same time,it also brings forward management enlightenment: first,scientifically measure OTA customer brand asset perception level to confirm whether it is suitable for customers to participate in service recovery;Second,OTA service recovery should enable interaction quality,program quality,result quality,and network information quality to go hand in hand.