The Relationship Between E-Service Quality And Customer Retention In Pre-purchase Stage

Customer retention directly affects an Internet enterprise's competitiveness. It has become a central issue in the academic field of marketing. This thesis studied the dimensions of e-service quality and the relationship between e-service qualities with customer retention based on Internet commerce of our country. Experimental analysis is applied, it has the following results:1. The dimensions of e-service in pre-purchase stage on Internet commerce are identified and e-service quality measuring model in pre-purchase stage is built. The current researches are focused on the description of the dimensions of e-service quality, but it has little knowledge about choose these dimensions in different stage and how to measure these dimensions. According to existing documents and web-based forum, the dimensions of e-service quality are put forward, and the result shows that efficiency, fulfillment, privacy, responsiveness and contact are the dimensions of e-service quality. Moreover, the model is built to measure e-service quality.2. The relationship between e-service quality with customer retention in pre-purchase stage is identified. Most researchers studied the relationship but not carve up stage explicitly. This thesis characteristic design questionnaire strictly in term of customer search information in pre-purchase stage and choose two variables such as revisit intention, recommend intention with customer, which may avoid those defects of the present method that can not measure customer retention fully.3. It authenticates the above customer retention model as well as its corresponding hypotheses. It collects sample data of 509 actual customers. Then, it tests the customer retention model as well as it corresponding hypotheses by means of LISREL8.20. The Results show that efficiency, fulfillment, and responsiveness have significant influence on revisit intention and recommendation intention.