The Effect of Service Recovery and E-shop Image on Customer Royalty after E-selling Service Failure

摘要

With the rapid development of E-business, internet has become an important channel for consumer to go shopping. E-selling service failure happened inevitably. As the conditions of service failure happened in E-selling is different from traditional selling, understanding whether and how service recovery and E-shop image take effect on customer royalty becomes very necessary. This paper selected 147 Chinese E-shopper who had the experience of E-servicing failure for empirical study. After implementing a structural equation model to test the research framework and hypotheses, it finds that Service recovery has direct positive effect on both E-shop image and Customer royalty significantly; At the same time, E-shop image plays an intermediary role between Service recovery and Customer royalty, and has direct positive effect on Customer royalty, which indicates that good E-shop image can help increasing customer royalty to the E-shop besides Service recovery while E-selling service failure happen.