Research on the Influence Model of Service Quality on Customer's Post-purchase Behavior Intention Based on Big Data Analysis

After the emergence of e-commerce, the research on how to improve the service quality of online shopping focuses on customer loyalty, influencing factors of customer retention and online shopping, a new marketing channel. How to improve the quality of service recovery, prevent or reduce the occurrence of online shopping mistakes, improve customer satisfaction and customer behavior intention, and promote the occurrence of customer purchase behavior from the customer's point of view has become a problem that enterprise managers and scholars think about. Based on big data analysis, this paper studies the customer's post- purchase behavior intention and constructs the influence model of customer's post-purchase behavior intention. The mediating effect of customer satisfaction on the relationship between service recovery quality and customer intention loyalty has also been concerned and verified by scholars in the traditional service situation. Relatively speaking, customer satisfaction, as an emotional response, is highly volatile, while brand preference is relatively stable. However, in the past, most of the research on service recovery focused on traditional service industries. Therefore, the confusion in practice and the lack of theoretical research make the service failure and service recovery under the online shopping environment a valuable research topic.