Study On The Relationship Of Chinese B2C Electronic Service Quality,Customer Satisfaction And Behavioral Intention

Internet technology has brought great changes to retail industry,which created the birth of B2C(Business To Customer e-commerce). As a new mode,B2C has great advantages on providing more convenient interactions with customers, lower operational cost and higher level of customer services.With the rapid development of China's Internet,B2C e-commerce model has been gradually accepted by more and more Internet users.Faced with the fierce market competition, it's necessary to learn about the factors that influence B2C customers'satisfaction and behavioral intention and establish proper marketing strategy.Study on the relationship of Chinese B2C service quality, customer satisfaction and behavioral intention has great meaning of initiation in the field of marketing management in China now. On the basis of previous research, key factors of B2C service quality were put forward based on its industry characteristics and SERVQUAL method was used to asess B2C service quality. Adopting two-stage study, i.e. pilot study and large sample study, Descriptive statistics,paired T test,factor analysis and structural equation model were used to analyse the random samples from the whole Chongqing B2C users. Descriptive statistics shows the samples has good representation. Paired T test shows there is significant diffrence between customer expect service quality and customer perceived service quality,so the gap between the two can be used to measure B2C service quality.Factor analysis shows that B2C service quality has five dimensions which can be defined as easy of ues, respossible,reliability,empathy and security. A structural equation model is established to explain how B2C service quality dimessions affects the customer satisfaction and behavioral intention.The results show that each dimension of B2C service quality has a different direct impact on customer satisfaction, and the impact of customer satisfaction on behavioral intention is great.But only reliability and security dimession of the five have direct impact to behavioral intention,and the other have indirect impact to behavioral intention.At last,to improve customer satisfaction and behavioral intention, this paper gives some specific advices based on the research findings.