The Research On E-Service Quality, Customer Relational Benefits And Satisfaction

In recent years, online shopping has become one of the global consumer trends. Similarly, the market of online shopping has become an emerging economic power in China, which we can not be ignored. The cost advantage is a unique point that the way of online shopping different from the traditional. However, as market competition intensified, and more consumers shopping online tend to rational, the means of competition relied on low-cost has not worked. To improve the quality of service and establish a solid relationship with the customer has been seen as an important way to establish competitive advantage for enterprises. Therefore, how to enhance the e-service quality, increase relational benefits that customer feel, enhance consumer satisfaction, is not only the important issue for e-businessmen to think about, but also the major issues this study want to discuss.Documents have shown that service quality is an important factor to impact on customer relational benefits and relational benefit is an important factor for relationship. Most studies also have shown that service quality is the antecedent variables for customer satisfaction, which will have a posivive effect on customer satisfaction, the same to relational benefits. Even Some scholars see customer relational benefits as the mediator to study the influence of e-service quality for customer satisfaction. But the study on the front elements of customer relational benefits is relatively inadequate. Therefore, it is necessary for us to sudy service quality which is the important factor of customer relational benefits. On the whole, However the study on customer relational benefits is few in domestic at present and the research on relational benefits in -business environment is also very lack. It is the same to the study on relations about e-service quality, customer relational benefits and satisfactionOn the basis of such a background, this essay divided e-service quality into process quality and outcome quality from the aspect of e-service consume process, to discuss the relationship between e-service quality and customer relational benefits(Confidence Benefits, Social Benefits, Special Treatment Benefits), to improve the relationship among e-service quality, customer relational benefits and customer satisfaction. Firstly, the essay reviews the literature on e-service quality, customer relational benefits and customer satisfaction. Secondly, on the basis of relative empirical studies, the essay takes customer relational benefits as the mediator to study the influence of e-service quality for customer satisfaction. Thirdly, the original idea and supposition is mostly approved by a questionnaire survey and related statistical analysis. Then the essay comes into the conclusion:(1)In the study on relationship between e-service quality and customer relational benefits, we found process quality has a positive influence on confidence benefits, social benefits and special treatment benefits, and outcome quality has a positive influence on confidence benefits, social benefits and special treatment benefits.(2)In the study on relationship between e-service quality and customer satisfaction, we found process quality and outcome quality all have a positive influence on customer satisfaction.(3)In the study on relationship between customer relational benefits and customer satisfaction, we found confidence benefits; social benefits and special treatment benefits all have a positive influence on customer satisfaction.Finally, we put forward several suggestions for enhancing the E-customer satisfaction.