Abstract:

During the interaction between consumers and sellers, service failures inevitably occur. When the service failures happen, selecting an effective service recovery strategy is an important issue. As time progresses and technology develops, more and more people choose online shopping instead of physical store. Therefore, this study investigates the impact of the service recovery in the online environment. The different service recovery strategies create different post-recovery satisfaction and negative emotions. This study proposes a model analyzing the direct effects of justice on satisfaction, along with its indirect effects, via negative emotions. Explore the relationship between perceived justice, negative emotions and satisfaction during service recovery. What the next step consumers will do? Staying in the original platform or switching to other platforms, even switching to the physical store?

Furthermore, we add brand equity as a distracting factor to explore whether brand equity has a multiplier effect. When a service recovery is taken, whether the brand equity is conducive to the performance of service recovery satisfaction? Finally, this study provides understanding consumers’ perceptions of service failure and recovery strategies to improve service quality avoid negligence and make proper recovery decisions in online environment. And let them know how important the brand equity is.