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A Study on Service Failure and Recovery in Online Shopping

Author: ZhangYing
Tutor: YanJin
School: Zhejiang University
Course: Business management
Keywords: Service failure Service Recovery Fairness Psychological contract
CLC: F49;F224
Type: Master's thesis
Year: 2010
Downloads: 312
Quote: 1
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Abstract


In recent years, e-commerce in China have developed rapidly, but it also brings a series of new issues of network transactions. How to guide to build good relations with buyers and sellers in the network marketing context, to promote e-business health, sustainable and stable development, has important theoretical and practical significance. Service failure and remedy the problem by many scholars. Attention in recent years, but relatively little research services for network marketing. On the other hand, the psychological contract extension in the marketing scenario get the attention of a growing number of scholars to study the psychological contract can be migrated to the marketing environment and affect service recovery. The research network context of service failure and service recovery, an innovative way for the study of the psychological contract framework using case studies, empirical research methods in the interview study, questionnaire research and scenario simulation, network transactions fairness situational variables, a systematic study of the problem of network failure consumer services. The study is divided into four parts. Study: case analysis, content analysis of 40 cases, identify the buyers and sellers psychological contract content through summarize, finishing a complete network transaction process model. Study 2: Interview. The researchers conducted interviews with 15 respondents, through content analysis to identify the reasons for the breakdown of buyers psychological contract and an important factor, as well as the buyer psychological contract remedies expectations; generated the Network transaction is expected to scale items and for critical behavior . III: The researchers analyzed case studies and interviews research results, combined with previous literature, design the fairness scale based on the context of network marketing. First discussed by experts the revised tests have been performed, and then design a questionnaire for the content validity of the scale. 184 questionnaires were obtained through the pilot test survey results, the researchers project analysis and exploratory factor analysis of the revision of the scale, and the reliability and validity analysis, the development of the sense of fairness of the process network transactions Scale; study 4: Analog experimental study. Researchers combined the scenario simulation questionnaire and development of network transactions fairness scale, customer satisfaction, customer trust, customer repeat purchase intentions willingness to spread positive word of mouth and customer service failed the psychological contract remedy the dependent variable for observation of network transactions may with the specific effect of the remedies were studied. A total of 226 subjects participated in the experiment. The experimental results show that the results fairness and process fairness, interactive fairness a significant main effect of the four variables, the results of the fairness of the process was fair, the results of fairness and interactive fairness of the interaction of the four variables are significant. The research network consumer transaction service failure and remedy the problem provides a new perspective, the results bring enlightenment to build good buyer - seller relationship in a network environment, based on the results of the fairness of the process was fair and interaction The remedial strategy fairness can generate certain remedies, but the remedy is the most important of the results. Meanwhile, the outcome of a transaction can not be changed, the transaction process with interactive process of retaining customers have an important impact.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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