Study Of E-service Quality Dimensions And Its Relationship With Customer Satisfaction In The Environment Of E-commerce

The rapid development of electronic commerce and the change of manufacturing to service has become the 21st century two new trends.This led to the rapid development of electronic services in more areas of the growing role. The level of development of electronic service quality has become a key factor constraining the success of e-commerce.At present,the research on electronic service quality is at an early stage.The research of electronic service quality is rare.Some research is on electronic service quality evaluation of pure research or to propose a simple evaluation model.Evaluation of existing research on the key indicators and evaluation model of electronic service quality failed to conduct a comprehensive evaluation of the validity and reliability, not to establish an evaluation of the traditional services such as evaluation tools to evaluate e-service quality as the evaluation tool.Domestic and foreign experts and scholars on the quality of electronic services can be divided into two categories:e-service quality evaluation index system, the main dimensions of electronic service quality and its relationship with the customer satisfaction research;electronic service quality evaluation model. With the rapid development of Internet, e-services quality will increasingly be valued by scholars.The author first read a large number of domestic and foreign scholars'research, based on this studies the author give a six dimensional model (the six dimensions are as easy to use, information quality, privacy/security, reliability, responsiveness and personalization), and detailed the dimensions of each proposed sub-indicators, and further proved through investigation and analysis of data and modify the model, to the final reliableeffective six-dimensional scale.Will ultimately determine the six-dimensional model for the electronic service industry customer satisfaction and customer behavior analysis of intention.Investigation and analysis of data obtained through our current situation and e-service quality shortcomings and put forward some corresponding solutions.The first part is the study of electronic service quality literature review, mainly list and summarize the views of various experts and scholars, and simple introduction the situation of e-services research.The second part is a brief introduction of electronic service quality and customer satisfaction related concepts, and analysis related to the electronic service quality basic theory (Technology Adoption Modeltheory, theory of self-service technology and traditional service quality theory) and the satisfaction of the relevant basic theory.The third part the author give a six dimensions model of electronic service quality including ease of use, information quality, privacy/security, reliability, responsiveness and personalization.The author then modify the model and ultimately prove the reliability and validity of the model through surveys and SPSS data analysis.The fourth part Prove the relations between each dimension, the customer satisfaction and customer behavioral intentions.Part of the fifth section summarizes the findings of previous findings and conclusions drawn that ease of use, information quality, security/privacy, reliability, responsiveness and personalized electronic services in six dimensions have positive impactcustomer satisfaction, reliability of which the greatest positive impact on customer satisfaction, responsiveness minimal positive impact on customer satisfaction.Descending the six dimensions of customer satisfaction and reliability, respectively, privacy/security, ease of use, personalization, information quality and responsiveness.Six dimensions of information quality, privacy/security and reliability of electronic services in the three dimensions of positive affect customer behavior intentions.The remaining three dimensions of ease of use, responsive and personalized customer does not affect the behavior of positive intentions, but these three dimensions can affect the indirect effects of customer satisfaction to behavioral intentions.This part of the basis of a conclusion also made a corresponding proposal to improve customer satisfaction and make a few relevant limitations of this study lies.This paper proposes by the author and that the electronic six-dimensional model of service quality in e-services to enterprises and service quality in e-research scholars provide a valid e-service quality evaluation tools.I come to each dimension and each dimension of the lower targets and the relationship between customer satisfaction and behavioral intention of the author's related proposal is beneficial for companies engaged in e-services to improve customer satisfaction to retain customers, gain moreprofits.