Abstract:

In the e-commerce environment, post-complaint attitudes and behavior intentions are dependent on not only the influence of service recovery attributes but also individual characteristics and mental states of the customers. Starting with the study of self-consciousness and using SPSS 19.0 as the analysis tool to make multiple linear regression analysis, the effect of self-consciousness on satisfaction after recovery is explored in the e-commerce environment. The analysis shows that self-consciousness can affect the relationship between perceived justice and degree of satisfaction, and besides, private self-consciousness which is one of the two dimensions of self-consciousness plays a regulatory role. Based on the results, the suggestion on service recovery system and further research direction are presented, in order to enhance customers’ loyalty.

Key words: e-commerce, service recovery, self-consciousness, perceived justice, satisfaction after service recovery