The Relationship between Service Remediation, Perceived Fairness, Customer Satisfaction, and Repurchase Intention: A Case Study of Online Stores in the Yangtze River Delta Region of China

Abstract

Based on the fairness theory, this paper takes perceived fairness as an intermediary variable to study the impact of online service recovery on customer satisfaction and repurchase intention. In the research process, the service recovery is divided into three dimensions of material recovery, spiritual recovery and positive responsiveness, and the perceived fairness is divided into three dimensions of distributive fairness, procedure fairness and interaction fairness. The corresponding scales are designed for questionnaire survey and data analysis, it can explore the impact of perceived fairness as a mediating variable on service recovery and customer satisfaction; the impact of perceived fairness as a mediating variable on service recovery and repurchase intention; and the impact of customer satisfaction on repurchase intention. Finally, the following findings and conclusions are drawn: material recovery and spiritual recovery positively affect distributive, procedural and interactive fairness, while positive responsiveness has no significant impact on distributive fairness, and only positively affects procedural fairness and interactive fairness; distributive, procedural and interactive fairness are equally positively affects customer satisfaction, but has no significant effect on repurchase intention ; customer satisfaction positively affects repurchase intention. Based on the above conclusions, enterprises can increase their emphasis on service recovery, and at the same time pay attention to the fairness of service recovery, treat all consumers fairly, formulate a recovery plan that satisfies consumers for them to choose, increase customer satisfaction, and increase repurchases ratio, thereby improving corporate performance.