Study On Relationship Between Service Quality And Customer Loyalty Based On C2C Platform

Recently, domestic C2C e-commerce has showed a strong growth. The rapid development of this market has attracted more and more C2C platform operators to join, which makes the competition more intense. In such a situation, no doubt loyal customers are the basis of profit. However, operating modes of the C2C e-commerce platform are monotonous and easy to been reproduced currently, so emphasizing the services and improving the quality of services has become an important weighting factor. Only in this way can the C2C e-commerce platform stand out above the rest and gain its core competitiveness. For reasons already enumerated, this paper will link the quality of service and customer loyalty of C2C e-commerce platform to study their relation and mutual effect.Firstly, this paper introduces the theoretic and practical background in this field of research, and demonstrated the purpose of this research is to offer suggestions for C2C service providers to plan E-service strategy by studying the relations between the different dimensions of E-service quality and the different levels of E-loyalty. Secondly, this paper adopts two-step study to reach the conclusion. At the first step, this research builds two models to evaluate the E-service quality based on the transaction process and the E-loyalty based on the customer behavior respectively, after that, this paper uses the collected data to confirm the reliability and validity. At the second step, this paper builds a hypothesized relationship model between E-service quality and E-loyalty based on the C2C platform in the multi-dimensional perspective, and then uses the second step collected data to analysis. Under the modification suggestion provided by SEM method, this paper builds a final model in the multi-dimensional perspective. Finally, this paper proposes some practice advices of the C2C platform development under current circumstance.