CAJ | 학술논문

探讨网络零售业中服务补救如何通过感知公平的不同维度对顾客补救后满意度和行为意向产生作用。在前人研究的理论成果基础上,建立了感知公平、补救满意度、重购意向、口碑传播之间的关系模型,通过问卷调查法获取数据,并采用结构方程对假设进行了验证。结果表明,感知公平的三个维度对顾客满意都有正向影响,感知程序公平对顾客的重购意向和口碑传播有显著的正向影响。
탐토망락령수업중복무보구여하통과감지공평적불동유도대고객보구후만의도화행위의향산생작용。재전인연구적이론성과기출상,건립료감지공평、보구만의도、중구의향、구비전파지간적관계모형,통과문권조사법획취수거,병채용결구방정대가설진행료험증。결과표명,감지공평적삼개유도대고객만의도유정향영향,감지정서공평대고객적중구의향화구비전파유현저적정향영향。
In the environment of online retailing, this paper discusses the impact of service recovery on customer＇s satisfaction and behavioral intention through different dimensions of perceived justice. Based on the theoretical achievements of predeces- sors, this paper establishes a relationship model of perceived justice, satisfaction of service recovery ; repurchase intention and word of mouth. It collectes data through questionnaire survey and verifies the hypothesis by using structure equation. Result shows that all the three dimensions of perceived justice have positive influence on customer satisfaction. Moreover, perceived procedural justice has significant positive influence on customer repurchase intention and word of mouth as well.