A Study On The Relations Among The Corporate Identity Of Web-shop, Customer Satisfaction And Customer Loyalty

With the Intemet technology development,the Internet market show a rapid expansion trend by the Internet as media.Generally speaking,due to the characteristics of the Interact,the web-shop's competition is more intense than the traditional shops, the profit space is more meager.How to build a lasting competitive advantage,lead to the growing network shopping market has become a core issue for most of the web-shops.The previous study found that 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 identity has a significant impact on customer satisfaction and customer loyalty.The paper chose the TaoBao as the object of study,take the identity as breakthrough point.Using literature,interviews and questionnaires as research methods to carry out an investigation among Taobao's customers.Focused on the affects that web-store identity on customer satisfaction and loyalty under the Intemet circumstance.The main conclusion is showed as follows:ⅠThe identity of TaoBao is consisted of commodity,service,network,price and promotion,convenience,safety identity six dimensions.All dimensions of the TaoBao's identity affect customer satisfaction and customer loyalty positively and significantly.Among them,safety identity,service identity,price and promotion identity offered the most affects.ⅡCustomer satisfaction has positive effect on customer loyalty,the stronger satisfaction customers have,the more customers will repurchase the goods in TaoBao. However,the intermediary role of customer satisfaction between the identity of TaoBao and customer loyalty is little effect.ⅢThe customers of Taobao evaluate the overall identity and the dimensions of it as the mid to upper level,customer satisfaction and loyalty are in the mid to upper level as well.Consumers with different characteristics perceive differently on TaoBao's identity,customer satisfaction and customer loyalty.Specifically,in addition to price and promotion identity of the individual characteristics of the customers,there are no significant differences in other variables.In this study,it's a good exploration for the division of the corporate of web-shops' identity dimensions and it has some innovate worth to reshape and improve the TaoBao's identity and some others.