网上商城服务补救对顾客满意度和重购的影响

Service Failure Recovery by Online Malls v.s Customer's Satisfaction and Repurchase

通过考察网上商城服务补救的各要素(道歉、纠正、有形补偿、反应速度、授权)对顾客满意度和顾客重购意愿产生的影响,结果发现,当服务失误时顾客更希望网上商城真诚地道歉并迅速处理投诉。因此,网上商城重视每一个承诺,建立有效的消费者信任机制;主动寻找并补救服务失误,建立良好的信誉是提高顾客满意度和重购意愿的重要途径。

The research on the elements to recover service failures by the online malls（apology,correction,tangible compensation,responding speed and devolution）shows that customers prefer sincere apology and rapid complaint handling.Therefore,the major channels to improve customer’s satisfaction and the repurchase intention are as follows：to attach importance to each service commitment and build effective trust mechanism for online consumers;to take the initiative to recover any failure and establish a good reputation.