Research On The Mechanism Of The Impact Of The Failure Of Car Hailing Service On The Relationship Between Users And Platform

The rapid development of the Internet plus era has pushed the shared economy into a period of rapid development.Many traditional businesses have emerged in the field of new business models and leading enterprises with the shared economy as the keynote.In the travel field,the Internet plus vehicle platform with dripping behavior is the product of Internet + public transport.With its mechanism,technology and common language,the online car Hailing platform integrates the driver and passenger market,makes full use of the redundant or idle travel resources of the society,solves the problem of "people waiting for cars" in traditional travel,greatly improves the travel efficiency,and gains the popularity and love of many users.However,the old problem that plagues traditional enterprises-service failure,is still the magic spell that emerging online car Hailing platform enterprises can not get rid of,and faces new challenges because of the unique bilateral interaction mode in the platform economy.In recent years,the frequent failure of online car Hailing service has once pushed online car Hailing enterprises to the forefront of public opinion.In this context,enterprises must implement service recovery to restore customer satisfaction,retain customers,and strengthen platform competitiveness.However,how to implement service recovery economically and effectively depends on a deep understanding of the impact mechanism of the failure of online car Hailing service on the relationship between users and platform.In order to systematically explore the mechanism of the impact of the failure of online car Hailing service on the relationship between users and platform,this paper discusses the mechanism of the impact of platform service failure on the relationship between users and platform,the mechanism of the impact of platform service failure on the relationship between different loyal users and platform,and the mechanism of the impact of driver service failure on the relationship between users and platform.The data were obtained by scenario experiment and questionnaire survey.The data were processed by reliability analysis,validity analysis,variance analysis,independent sample t-test,regression analysis and other methods to verify the hypothesis.The results show that: the relationship between users in the psychological contract(compared with the outside)and the platform is more vulnerable to the failure of online car Hailing service;only the relationship between users in the high loyalty psychological contract and the platform will be affected by the failure of platform service;the relationship between users in the high loyalty psychological contract and the platform and the relationship between low loyalty users and the platform will not be affected by the failure of platform service;the existence of driver service failure has an impact on platform use Spillover effect of household relationship.At the same time,it is found that the failure of online car Hailing affects the user platform relationship through psychological contract breach,psychological contract breach and trust.Finally,based on the research results,the paper puts forward the service recovery strategy of the online car Hailing platform: the result recovery priority strategy;the accurate recovery strategy based on the recovery object;the pre recovery strategy based on the psychological contract.