Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Influence of Service Recovery Fairness on Customers' Satisfaction and Intention to Repurchase: Focused on Purchasing Fashion Product at the Open Market and General Internet Shopping Mall

인터넷 쇼핑몰에서 서비스 회복 공정성이 고객의 만족과 재구매 의도에 미치는 영향: 오픈마켓과 종합 인터넷쇼핑몰을 중심으로

  • Kim, Jungmi (Dept. of Fashion Design, SungKyunkwan University) ;
  • Chae, Nari (Dept. of Interdisciplinary of Arts, SungKyunkwan University) ;
  • Hwang, Sunjin (Dept. of Fashion Design, SungKyunkwan University)
  • 김정미 (성균관대학교 의상학과) ;
  • 채나리 (성균관대학교 예술학협동과정) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2013.11.26
  • Accepted : 2014.02.21
  • Published : 2014.02.28
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Abstract

The purpose of this study is to classify the service recovery fairness of internet fashion shopping mall depending on the type of shopping mall into 3 levels, and analyze their influence on customers' satisfaction and intention to repurchase. Data were collected from 271 customers who had made a complaint or raised a question about service among the customers, and was analyzed through AMOS 7.0. For hypothesis testing, a research model was set up in the form of structure equation model, and its suitability was investigated. The results of this research can be summarized as follows: First, in relation to the service recovery fairness at internet shopping mall, only the consequential fairness has a meaningful relationship with customer satisfaction. Second, it has been shown that the higher the customers' satisfaction with internet shopping mall, the more positive influence it has on intention to repurchase. Third, it has been shown that the influence of service recovery fairness on customers' satisfaction and intention to repurchase has a meaningful difference depending on the type of internet shopping mall. In other words, it has been shown that customer satisfaction is higher at open market than general internet shopping mall. In addition, it has been shown that in open market, only the consequential fairness has a meaningful influence, therefore it will be more effective to strengthen a strategy focused on economical rewards than other fields.

Keywords

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