服务补救、感知公平与顾客满意——基于网购用户视角的研究

Service Recovery, Perceived Justice and Customer Satisfaction——Based on the Perspective of Online Shoppers

基于网购用户视角,在公平理论基础上,构建以感知公平为中介的服务补救理论模型。以238份有效问卷为样本数据,运用SPSS和LISREL进行实证研究。研究发现,服务补救与感知公平之间有显著的正向关系,感知公平与顾客满意之间有显著的正向关系,感知公平在服务补救与顾客满意关系间起到完全中介作用。

Based on the theory of fairness and the perspective of online shoppers, we establish a service recovery model where the perceived justice plays a mediating role. Taking the data of 238 valid questionnaires as the sample, we apply the means of SPSS and LISREL to make an empirical research. The conclusions are listed here. There is an evidently positive relationship between service recovery and perceived justice, also between perceived justice and customer satisfaction. And perceived justice plays a complete mediating role between service recovery and customer satisfaction.