- 會議論文
The Impact of Service Recovery on Customers' Negative Behavioral Intention: The Mediating Effects of Perceived Service Unfairness and Customers' Negative Emotion and The Moderating Effects of Service Failure Attribution and Perceived Corporate Social Responsibility
摘要
In recent years, the scale of China's online retail industry has developed rapidly. During the process of rapid development, service failure sometimes occurred inevitably. Therefore, how to improve business service and implement effective service recovery for online retail companies is important issue, which have been discussed by enterprises and related scholars. Therefore, this study makes the hypothesis on the relationship between service recovery by online retail companies and their customers' negative behavioral intentions. The mediating effects of perceived service unfairness and customers' negative emotion and the moderating effects of service failure attribution and perceived corporate social responsibility among the relationship above will also be verified. Questionnaires would be distributed by convenient sampling to 641 undergraduates of one college in Guangdong Province, China, through chatting groups in WeChat or QQ. Data will be analyzed by SPSS 22.0 to verify hypotheses. Suggestions to the service industry would be proposed.
延伸閱讀
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