Abstract
With the development of Internet technology, online retailing has become a part of people's life, but there is still a lack of research on the service recovery of online retail. This study adopts the scenario experiment method to conduct an empirical study. The service recovery scenario is designed as 2 × 2, the subjects are required to choose a most similar scene and fill in the questionnaire according to their own service recovery experience of online shopping service. This study discusses the influence mechanism of compensation methods and customer sentiment on service recovery effect in online retail service recovery situation. The results show as follows: compared with utilitarian compensation, spiritual compensation has a greater positive impact on customer positive emotions, and spiritual compensation is more effective in reducing negative emotions; positive and negative emotions of customers have positive and negative effects on customer satisfaction after service recovery, and customer satisfaction after service recovery is the preparation and prelude to the formation of customer loyalty. The research results can provide a reference for online retailers to formulate feasible and effective service recovery strategies, improve the effect of service recovery, and promote the healthy development of online retail business model.
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