Research On The Influencing Factors Of O2O Takeout Merchants’ Service Recovery On Customer Behavior Intention

Since its germination around 2011,China’s O2O takeout services industry has shown a vigorous development trend.During the epidemic of the covid-19,"contactless service" has emerged,the advantages of O2O takeout services have become highlight,and the growth momentum of the takeout market has been strong.The competitive environment for takeout merchants is becoming more and more fierce.Merchants must have more repeat customers to avoid short-lived.From the perspective of service scenarios,takeout merchants are at the forefr-ont of service failures and service recovery.Whether merchants can properly perform service recovery is the key factor affecting customers’ subsequent behavioral intentions.Relevant research can help merchants and platforms better solve the problem of service failures.This study is based on the literature review,selects the SOR model as the basic model,introduces the customer’s perceived fairness and willingness to forgive as mediator variables,and based on the fact that the takeout merchants’ service recovery is quite dependent on the customer’s willingness to participate,introduces the customer’s willingness to participate as moderator to study the influence mechanism of service recovery on customer behavior intention.Through questionnaire survey,the empirical research is completed with the help of structural equation model,mediation effect analysis and moderation effect analysis,and the proposed hypothesis is verified.It’ found that material recovery and emotional recovery both positively affect customers’ perceived fairness and willingness to forgive,and both perceived fairness and willingness to forgive positively affect customers’ behavioral intentions.Perceived fairness plays a mediating role between material recovery and repurchase intention,material recovery and word-of-mouth communication intention,emotional recovery and repurchase intention,and forgiveness intention plays a mediating role between material recovery and repurchase intention,material recovery and word-of-mouth communication intention,emotional recovery and repurchase intentions,emotional recovery and word-of-mouth communication intentions.In addition,through the test of the moderating effect of customer participation intention,it is found that customer participation intention negatively moderates the relationship between emotional recovery and perceived fairness,emotional recovery and forgiveness intention.Based on the above findings,this paper puts forward management suggestions to merchants and platforms,and looks forward to future research.