网络零售业服务补救效果的实证研究

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，本文建立了感知公平、补救满意度、重购意向、口碑传播之间的关系模型，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。

An Empirical Study on Service Reme dial Effect of Online Retailing

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, this paper established a relationship model of perceived justice, satisfaction of service recovery, repurchase intention 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 customer repurchase intention and word of mouth as well.