Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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A Study on the Effect of Service Recovery through Mediating Customer Forgiveness on Customer Behavior Intention of Online Shopping Mall - Based On the SOR Model

온라인 쇼핑몰에서 서비스회복 방식이 고객용서를 매개로 고객 행동의도에 미치는 영향 - SOR 모델을 기반으로

  • Wang, Jing (Graduate School of Business Administration, Inha University) ;
  • Kim, Youn Sung (College of Business Administration, Inha University)
  • 왕정 (인하대학교 대학원 경영학과) ;
  • 김연성 (인하대학교 경영학과)
  • Received : 2019.07.24
  • Accepted : 2019.08.28
  • Published : 2019.09.30
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Abstract

Purpose: Based on the theory of "Stimulus-Organism-Response" (S-O-R), this thesis takes customer forgiveness as a medium variable to explore the impact of merchant service remedy on customer behavior intention in the context of online shopping service failure. This thesis divides the merchant service remedy into two dimensions: spiritual recovery and material recovery, and reveals the influence difference of different merchant service remedy methods on customer behavior intention and the mediating role of customer forgiveness. Methods : 325 questionnaires were distributed and 307 valid questionnaires were collected for data analysis. The relationship between potential variables is proposed by using Structural Equations Modeling. Results : The two dimensions of service recovery have significant positive impact on customer forgiveness, and physical recovery has greater impact on customer forgiveness. In the influence of physical recovery on customer behavior intention, customer forgiveness is a partial mediating effect. However, in the influence of spiritual recovery on customer behavior intention, customer forgiveness is a complete mediating effect. Conclusion : In case of service faults, merchants should take the initiative to provide appropriate physical recovery and provide spiritual recovery sincerely and patiently. Only in this way can they regain good impression in the hearts of consumers and promote them to improve the quality of service recovery, so as to increase their willingness to repurchase Intention and positive word of mouth.

Keywords

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