服务补救、感知公平、顾客满意度与再购买意愿的关系——以长三角地区网络商店为例

He Zhi Qiang
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摘要

本文基于公平理论,以感知公平为中介变量,研究在线服务回收对顾客满意度和再购买意愿的影响。在研究过程中,服务恢复分为物质恢复、精神恢复和积极响应三个维度,感知公平分为分配公平、程序公平和互动公平三个维度。设计了相应的量表进行问卷调查和数据分析,可以探究公平感作为中介变量对服务恢复和顾客满意度的影响;公平感作为中介变量对服务恢复和再购买意愿的影响以及顾客满意度对再购买意愿的影响。最后,得出以下结论:物质回收和精神回收正向影响分配公平、程序公平和互动公平,而积极回应对分配公平无显著影响,仅正向影响程序公平和互动公平;分配公平、程序公平和互动公平对顾客满意均有正向影响,但对顾客再购买意愿无显著影响;顾客满意正向影响再购买意愿。基于以上结论,企业可以加大对服务回收的重视,同时注重服务回收的公平性,公平对待所有消费者,制定让消费者满意的回收计划供消费者选择,提高顾客满意度,提高回头率,从而提高企业绩效。
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The Relationship between Service Remediation, Perceived Fairness, Customer Satisfaction, and Repurchase Intention: A Case Study of Online Stores in the Yangtze River Delta Region of China
Based on the fairness theory, this paper takes perceived fairness as an intermediary variable to study the impact of online service recovery on customer satisfaction and repurchase intention. In the research process, the service recovery is divided into three dimensions of material recovery, spiritual recovery and positive responsiveness, and the perceived fairness is divided into three dimensions of distributive fairness, procedure fairness and interaction fairness. The corresponding scales are designed for questionnaire survey and data analysis, it can explore the impact of perceived fairness as a mediating variable on service recovery and customer satisfaction; the impact of perceived fairness as a mediating variable on service recovery and repurchase intention; and the impact of customer satisfaction on repurchase intention. Finally, the following findings and conclusions are drawn: material recovery and spiritual recovery positively affect distributive, procedural and interactive fairness, while positive responsiveness has no significant impact on distributive fairness, and only positively affects procedural fairness and interactive fairness; distributive, procedural and interactive fairness are equally positively affects customer satisfaction, but has no significant effect on repurchase intention ; customer satisfaction positively affects repurchase intention. Based on the above conclusions, enterprises can increase their emphasis on service recovery, and at the same time pay attention to the fairness of service recovery, treat all consumers fairly, formulate a recovery plan that satisfies consumers for them to choose, increase customer satisfaction, and increase repurchases ratio, thereby improving corporate performance.
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