Research on The Effect of Service Recovery Quality on Customer Behavioural Intention in Tiktok Mall

Abstract

With the rapid development of live broadcasting platforms in China represented by TikTok Mall, it brings some service misbehaviors, which have caused some impacts on customers. In order to eliminate the negative impacts of these misbehaviors on customers, service recovery behaviors need to be studied.  Through questionnaire to the customers who has TikTok Mall experiences in Hangzhou and 321 valid questionnaires were returned. This paper finds that result recovery quality, process recovery quality, and interaction recovery quality all have a significant impact on customers' behavioral intentions. Therefore, there is a need to enhance remediation measures after misbehavior occurs so as to generate positive customer behavioral intentions.