Research On The Relationship Of Online Enterprise Service Quality,Customer Satisfaction And Customer Loyalty

As the technology advances of computer and the popularization of internet application, online shopping developed rapidly in the last few years, and more and more consumers join in this team of online shopping. The online enterprises must try hard to improve the customer satisfaction and loyalty through improving their service quality in order to keep sustained competitive advantages.Basing on the achievement of foreign researchers and considering domestic situation of online-shopping, this thesis establishes a reasonable form of service quality of online enterprises and proposes the model and hypothesis of the research. Meanwhile, discuss the relationship among the factors of service quality, the customer satisfaction and all kinds of customer loyalty. Collect data through questionnaire as measuring tool. Take advantage of SPSS13.0 to analyze the reliability and validity of sample in order to test the reliability of scales. Also, do descriptive analysis towards the sample and use factor analysis, correlation analysis, regression analysis, etc. to test the hypothesis.Through empirical analysis, service quality has obvious correlation with customer satisfaction and customer loyalty. And there is obvious positive impact of customer satisfaction on customer loyalty. So does the attitude loyalty on behavior loyalty. For the online enterprises which run the business of standard products, the thesis gets that the form of service quality of online enterprises includes nineteen measurement items and five dimensions which are reliability, efficiency, communication, security and incentive attributes, all the dimensions have positive impact on customer satisfaction and customer loyalty. For online enterprises which run the business of personalized products, the form of service quality of online enterprises includes four dimensions except for incentive attributes, which have positive impact on customer satisfaction and customer loyalty. Generally speaking, service quality and customer satisfaction are easier to achieve attitude loyalty but have less impact on behavior loyalty.At last, considering the result of empirical analysis, give reasonable suggestions toward the operation of online enterprises. Offer policy support for network enterprises to improve the level of service quality. And point out the limitation of this thesis and the direction for further research.