关键词: 负面网络口碑, 服务补救, 消费者满意度, 感知公平, 电商情境

Abstract: It is an urgent problem to be solved for online retailers that how to take appropriate service recovery measures to improve consumer satisfaction after the negative online word-of-mouth. By using the method of questionnaire investigation and introducing perceived justice variables, the paper constructed the theoretical model of service recovery satisfaction to analyze the influence of negative online word-of-mouth remedies on consumer satisfaction in the context of e-commerce. The paper found that: after network shopping service errors, remedies such as communication and fast response caused positive effect on interactive justice, apologies and explanation couldn′t cause too much effect on customer perception of justice, communication and fast response caused positive effect on customer perception of procedure justice dimension, compensation and fast response caused positive effect on customer perception of distribution justice dimension, interactive justice and distribution justice caused positive effect on consumer satisfaction, but procedure justice couldn′t cause significant effect on consumer satisfaction. The conclusions above show that after network shopping service errors, the online retailers should communicate with the customer immediately to understand the reasons why the consumer is dissatisfied, but not to apologize and explain the reasons for the failure of the service blindly; the consumer is more interested in solving the problem quickly, otherwise the merchant′s explanation will be used as a delay or disguised excuse.

Key words: negative online word-of-mouth, service remedies, customer satisfaction, perceived justice, in the context of e-commerce