A Study On The Influence Of Online-Store Image On Customer Satisfation And Customer Loyalty

With the development of Internet technology and increasing population of netizens, the Internet markets show a rapid expansion trend in China. The rapid development of he Internet markets provides not only great chances for the Internet retailers, but also furious competitions as well. How to gain profit as soon as they can and get the competitive advantage are the most important questions they care about. The previous study found that, no matter in traditional environments or in Internet environments, customer satisfaction and customer loyalty can create values for the enterprise, they are important sources for profits and the means of the Strategic Enterprise Management as well. Store image has a significant impact on customer satisfaction and customer loyalty.Firstly, this paper reviews the relevant literatures about store image, customer satisfaction and customer loyalty. Secondly, based on the relevant theory and previous studies, this paper divides the online-store image into website image, commodity image, price image, service image, safety image, and convenience image. The relation model among online-store image, customer satisfaction and customer loyalty is also built. Then, choosing the customers who ever has bought commodity from online-store as the object of study, through the empirical studies, this paper found the following conclusions:(1) The idea of dividing online-store image into six dimensions is available. Online-store image consists of website image, commodity image, price image, service image, safety image, and convenience image.(2) Online-store image has a positive impact on customer satisfaction. Service image, safety image, commodity image and price image all have positive impact on customer satisfaction, but website image and convenience image has no significant effect on customer satisfaction.(3) Online-store image has a significant effect on customer loyalty. But each index of customer loyalty is differently affected by online-store image. First, Service image, safety image, commodity image and price image all have positive impact on customers'will of repurchasing, but website image and convenience image have no significant effect on customers'will of repurchasing. Second, service image, commodity image and price image have positive impact on customers' recommendation to others, but website image, safety image and convenience image have no significant effect on customers' recommendation to others. Third, safety image, service image, commodity image, price image and website image all have negative impact on customers'complaining and changing, but price image has no significant effect on customers'complaining and changing.(4) Customer satisfaction has a significant effect on customer loyalty. One hand customer satisfaction has a positive impact on customers'will of repurchasing and customers'recommendation, another hand; customer satisfaction has a negative impact on customers'complaining and changing.(5) Obviously, customer satisfaction plays an intermediacy role between online-store image and customer loyalty.