Exploring the influencing factors on service recovery satisfaction of group-buying websites

Service characteristic of intangible, concurrency and heterogeneity, which make it quite normal that service error appear in the process of companies management. Despite the virtual nature of e-commerce, online retailers also have service failures. Taking group-buying websites as an example, this paper explores the factors influencing the customer satisfaction from the perspective of service quality by combing the mechanism of service recovery and customer satisfaction, and provides suggestions for group-buying websites operators. The results show that service quality, service result quality and service recovery quality all contribute to the improvement of customer satisfaction. The research results have important practical significance for the online retailers to improve customer satisfaction, to make up for service errors, and to increase the stickiness of users to websites.