Study On The Relationship Of Perceived Service Quality, Customer Satisfaction And Customer Citizenship Behavior

In the development of online shopping, low prices as sellers the most used tools in order to attract more consumers. The competition of (?)low price means persuade consumers buying more by online. With the increasing competition of the market, pure price competition has not worked. In order to achieve rapid differential profit way in fierce competition, we should improve the service quality. Customer needs more information for understanding the goods when they will be plan to online shopping. The consumers who buy something in the past provide information about feedback the commodity description, whether does the commodities recommend purchasing behavior of customers such citizens buying decisions played a decisive role. It is crucial that how to improve customer satisfaction in network environment, and encourage customers to do some services out of the role. Basing on the achievement of foreign researchers and considering domestic situation of online-shopping, the thesis establishes a service quality reasonable form and proposes the model and hypothesis of the research. Meanwhile, discuss the relationship among the factors of e-service quality,the customer satisfaction and customer citizenship behavior.In this study, we combined the methods of theoretical and empirical studies, not only explaining the model theoretically, but also validating the model effectiveness by designing the questionnaire, conducting a survey of statistics to Internet users who have the experience of buying online enterprises and analyzing the gathered data by the statistic software SPSS 13.0 and AMOS 7.0.According to the idea of the assumptions made in the study, the main conclusions are drawn as follows:(1) The relationship between e-service quality and customer citizenship behavior.In the study, we found process quality partial support the hypothesis behaviors for the customer, all dimensions of result quality was not significant to customer citizen behavior, the assumption of after-sales service quality and customer citizen behavior is support.(2) Process quality does not support to the feedback dimension of customer citizenship behavior.(3) Result quality does not support to the three dimension of customer citizenship behavior(4) Customer satisfaction is the important factor impacting customer citizenship behavior.Finally, we put forward several suggestions for enhancing the e-customer satisfaction.