Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1010
Research on The Effect of Service Recovery Quality on Customer Repurchase Intention in Online Shopping
Abstract
This article applies the theory of service recovery in traditional industries to the online shopping environment, taking the quality of service recovery as the independent variable, customer repurchase intention as the dependent variable, and consumer sentiment as the intermediary variable, to study the model of the impact of service recovery quality on customers’ repurchase intention. Empirical research found that in the context of service failures, the service recovery quality will positively affect customers’ repurchase intentions; Customers’ emotions are related to the quality of service recovery. The higher the quality of service recovery, the more likely it is for customers to have positive emotions. Customers’ emotions play an intermediary role in the process of service recovery quality affecting customers' repurchase intentions.
Keywords
Service recovery, Repurchase intention, Customers’ sentiment, Service error