||Services are inseparability, intangibility and variability; it’s difficult to avoid service failure (Levesque and McDougall, 2000) and the number of on-line customers with dissatisfied experience is notable (Meuter et al. 2000). These unsatisfying service encounters cause annual Web sales losses of several billion dollars per year (Rust and Lemon, 2001). This study discusses the effects of on-line service recovery on on-line loyalty, and explores the mediating effects of trust, on-line satisfaction and corporate image in the on-line service recovery environment.
The study sample was collected using the Internet survey. We applied E-RecS-Qual scale to measure the on-line service recovery. We adopt AMOS 6.0 to analyze a structural equation model and to estimate relationships among all dimensions.
The results showed that on-line service recovery has positively increased on-line loyalty, on-line satisfaction, trust and corporate image; on-line satisfaction, trust and corporate image can positively increase on-line loyalty; on-line satisfaction, trust and corporate image have mediating effect between on-line service recovery and on-line loyalty.
Besides, part of the samples did not experience a true on-line service recovery, and the conditions of the situation are provided for the subjects to answer, so the study results may be affected. Finally, we found that on-line satisfaction; trust and corporate image are the antecedents for the on-line loyalty after consumers accepted the on-line service recovery. Therefore, it’s the first thing for site operators to fulfill the on-line satisfaction, trust and corporate image after the thoughtful on-line service recovery if they want to let consumers to keep the on-line loyalty.