网购服务补救质量对顾客行为意向的影响研究

A Research on the impact of Service Recovery Quality to Consumers' Behavioral Intention in Online Shopping

文献表明服务补救质量与顾客的后续行为之间存在着显著的相关关系,但在网购情境下这种关系是否存在还未得到充分检验。论文从交互质量、程序质量、信息质量和结果质量四个维度衡量网购服务补救质量,构建了网络购物服务补救质量对顾客行为意向的影响模型,并对模型进行了检验。结果发现,网购情境下服务补救质量对顾客满意度和行为意向均有显著的影响,且顾客满意度在服务补救质量影响顾客行为意向的过程中起到了中介作用。

There＇ s a significant correlation between the quality of service recovery and customers＇ subsequent behavior. This paper measured the service recovery quality of online shopping in four dimensions such as interaction quality, program quality, information quality, and quality of the results. A model of the impact mechanism of service recovery quality to consumers＇ behavior intention in online shopping was built and tested, and then several assump- tions were proposed. This model was tested through questionnaires. The findings showed that service recovery quality has a significant impact on customers＇ satisfaction and behavioral intentions, and customers＇ satisfaction plays an intermediary role between service recovery quality and behavioral intention.