网络零售业服务补救效果的实证研究

Abstract

本文探讨网络零售业中，服务补救如何通过感知公平的不同维度对顾客补救后满意度和行为意向产生作用。以前人研究的理论成果为基础，结合我国网络零售业的特点，本文建立了感知公平、补救满意度、重购意向、口碑传播的关系模型，通过问卷调查法获取数据，采用结构方程对假设进行了验证。本研究表明，感知公平的三个维度对顾客满意都有正向影响；而感知程序公平对顾客的重购意向和口碑传播有显著的正向影响。 >Under the environment of online retailing, this paper discusses the impact of service recovery on customer’s satisfaction and behavioral intention through different dimensions of perceived justice. Based on the theoretical achievements of predecessors, combined with the reality of online retailing in China, this pa- per established a relationship model of perceived justice, satisfaction of service recovery, repurchase inten- tion and word of mouth. We collected data through questionnaire survey and verified the hypothesis by using structure equation. This study shows that all the three dimensions of perceived justice have positive influence on customer satisfaction. Moreover, perceived procedural justice has significant positive influence on cus- tomer repurchase intention and word of mouth as well.