The Effect of Service Recovery and E-Shop Image on Customer Royalty After E-Selling Service Failure

With the rapid development of e-business, Internet has become an important channel for consumer to go shopping. E-selling service failure happened inevitably. As the conditions of service failure happened in e-selling is different from traditional selling, understanding whether and how service recovery and E-shop image take effect on customer royalty becomes very necessary. This paper selected 147 Chinese e-shopper who had the experience of e-servicing failure for empirical study. After implementing a structural equation model to test the research framework and hypotheses, it finds that Service recovery has direct positive effect on both e-shop image and customer royalty significantly; At the same time, e-shop image plays an intermediary role between service recovery and customer royalty, and has direct positive effect on customer royalty, which indicates that good e-shop image can help increasing customer royalty to the e-shop besides Service recovery while e-selling service failure happen.