Study on Service Recovery Quality of Vipshop based on Perceived Justice Theory
DOI:
https://doi.org/10.6981/FEM.202606_7(6).0001Keywords:
Perceived Justice Theory; Service Recovery Quality; Consumer Emotion; Post-Purchase Behavior.Abstract
Based on the perceived justice theory, this study takes consumers who have returned products on Vipshop as the research object to explore the impact of service recovery quality on positive post-purchase behavior, incorporating consumer positive emotion as a mediating variable and platform policy leniency as an external variable. The findings reveal that procedural, interactional, and outcome justice in service recovery all stimulate consumers’ positive emotions, which in turn significantly enhance repurchase and recommendation intentions. Therefore, platforms should establish convenient after-sales and priority compensation mechanisms, customer service communications need to be empathetic, and coupons, personalized replies, and lenient recovery policies should be provided to reduce consumption barriers and strengthen trust and loyalty.
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