网络购物中的服务补救满意度研究

A Study on Satisfaction with Service Recovery in Online Shopping

随着互联网快速发展和普及,网络购物逐渐深入人们的生活,而激烈的竞争也随之而来,网店商家想要保持竞争优势越来越困难。由于服务的无形性、生产与消费的同时性和易逝性等特点,决定了服务失误是不可避免的。在网络购物中,服务失误普遍存在,要进行良好的服务补救,首先要了解在网络购物中的服务补救满意度影响因素,它将帮助网络商家提供有效的服务补救策略,从而提高顾客的第二次满意和顾客忠诚度。

With the rapid development and popularization of the intemet, online shopping becomes a part of our lives. Following by sharp competition, it is rather difficult for online businesses to maintain competitive advanfage. Service failure is inevitable because service is invisible and producing and consuming is simultaneous and transient. Service failure is universal in online shopping. To conduct a good service recovery, influential factors after customer satisfaction with service recovery need to be understood, which will help the online businesses offer service recovery strategies to raise customer＇s second satisfaction and customer loyalty.