The Mechanism Research of the Internet Customer Loyalty Influence under the Service Failure Situations

（Tianjin University，Tianjin300072，China）

Abstract：Under the situation of service failure，if the e-commerce enterprises do not take the remediation measures to calm down customer complaints timely and effectively，the dissatisfaction and other negative emotions resulted by the negative consumer experience perceived will be spread faster，broader，and more targeted than the traditional business models. Based on the theory of the service failure remediation，the experiential marketing，the customer loyalty and other relatives，taking customers who have service failure experience under the circumstances of the virtual consumption as the research objects，and base on statistical data of 516 questionnaires survey，the remedial quality factor is systematically combed under the situation of service failure，and the conceptual model of the effectiveness of the service failure effects on the Internet customer relationship quality and the customer loyalty in B2C mode is constructed. The construction equation model is empirically analyzed. The research indicates that：first，there is the significant relationship between the quality of service remediation information， communication quality，result quality and the Internet customer satisfaction and trust；second，the quality of Internet customer relationship constructed by the satisfaction and trust is closely related to customer attitude loyalty and behavioral loyalty；third， Internet customer relation quality plays the significant mediation role in the influencing mechanism of service remediation information quality，communication quality，process quality and result quality on Internet customer attitude loyalty and behavioral loyalty；and fourth，the quality of service remediation result and communication are used as key factors of Internet customer satisfaction and trust. So to better remediate customer relation quality and regain customer loyalty，e- commerce enterprises should establish the quick responsiveness mechanism and provide effective and convenient consulting service at all time，enhance customers’perception of B2C structural relation，implement the strategy to“lock in”customers，and choose the better compensation methods to remediate Internet customer relation quality and rebuild the image of e-commerce enterprises.

Key words：service failure；remediation service；customer relation quality；Internet customers’loyalty；marketing management