Research On The Relationship Among Service Recovery Quality,Relationship Quality And Customer Loyalty Under The B2C Mode-the Regulating Effect Of Customer Participation

With the continuous perfection of Internet,e-commerce,mobile payment,online shopping has gradually changed people's traditional way of life.In the online shopping market,B2 C online shopping platform plays a mainstay role.Compared with the traditional way of consumption,due to the lack of contact with the real goods and sellers,consumers are liable to encounter service errors such as non-conformity between products and objects,quality problems and so on.When the failure of these services encountered by consumers can not be resolved in a timely manner,sellers are likely to face the risk of losing customers.At this time,how to deal with service errors,alleviate customer complaints and dissatisfaction and reduce customer loss,the importance of service recovery can not be underestimated.However,due to the asymmetry of information in the online shopping process,if consumers fail to communicate with the seller in time,the remedial measures will be difficult to implement.Therefore,in the context of virtual consumption,the seller takes prompt and effective service recovery measures which are also inseparable from the customer participation.In this paper,based on the service error situation of B2 C online shopping,the effect of service recovery quality on customer loyalty is studied based on the relationship quality as the intermediate variable.Innovatively introduce the customer participation variable,and explore the role of customer participation in the regulation of service recovery quality on the relationship quality.In this paper,the theoretical model is constructed on the basis of combing and summarizing the previous literature,and the hypotheses of the research are tested.Through the issuance and recovery of the revised formal questionnaire,419 effective questionnaires were collected,and the correlation analysis and regression analysis were carried out by using the SPSS25.0,and the following conclusions were obtained:First of all,under the service error situation of B2 C online shopping,every dimension of service recovery quality has a significant positive impact on the relationship quality(customer satisfaction,customer trust),at the same time,the relationship quality(customer satisfaction,customer trust)has a significant positive impact on customer loyalty.Secondly,based on the two dimensions of customer satisfaction and customer trust in the relationship quality as the intermediate variables,and the relationship quality has a full intermediary role in the effect of service recovery quality on customer loyalty.Finally,the customer participation plays a partial regulating role in the effect of service recovery quality on the relationship quality.That is to say,interpersonal interaction plays an important role in regulating the influence of service recovery quality on relationship quality,and the more customers' interaction with B2 C e-commerce enterprises/online stores in the process of service recovery,the more they can promote the positive impact of service recovery quality on relationship quality.In view of the summary and analysis of the results of this study,the author puts forward the following suggestions: under the situation of service failure,e-commerce enterprises or online stores should take effective recovery measures in time to improve the service recovery quality;Attach importance to customers,actively improve the degree of customer participation;Attach importance to the role of interpersonal interaction,cultivate high-quality customer service team;Implement differentiated service recovery strategy to treat different customers differently.