Integrated Portal Service Quality And The Relationship Between Customer Satisfaction Study

In keen competition environment, service quality and customer satisfaction have become the key factors for portal websites to successfully develop E-commerce. Faced with more and more individualized service demand from Internet-users, in order to maintain good customer relationship to pursuit sustainable competitive advantages, portal websites must provide service quality that is more appropriate for users to increase customer satisfaction. Using online service of general portals (such as Sina, Netease, Sohu, and so on) as the object of study, this paper deals with how to measure general portals' service quality and customer satisfaction, and makes key study on the relationship between service quality and customer satisfaction for general portals, and how to improve service quality of general portals to increase customer satisfaction. In the study, we make some modification on Conceptual Model of Service Quality (5^th Gap) which is always used to measure traditional service industry, based on characteristics of general portals, and then propose the study frame and hypothesises on the relationship between service quality and customer satisfaction.In order to test theory hypothesises, this paper uses online questionnaire to collect data and then carries out statistical analysis. The main research approaches used to carry out quantitative analysis are statistical description, paired sample T-test, ANOVA, components analysis and multiple linear regression analysis.The findings of the paper are as follows:(1) There is significant difference between user's expectation and perception of general portal service. Most important items are "Protect personal information", "Search information correctly", "Response to customer's questions quickly", "Answer to individual questions accordingly", and "Find out needed service esaily". The general portal corporates can enhance service quality by improving the listed items.(2) This paper sorts out 4 influential factors of service quality for general portals. In sequence of importance are "ease of use", "empathy", "information quality", and "techniques of website". The general portals can thus take actions to reinforce service quality and customer satisfaction according to this priority.(3) The performance of service and customer satisfaction is not significantly affected by "expectation of service", however, user's perceived "performance of service" and "gap between expectation and performance" have significant impact on customer satisfaction. Furthermore, performance of service has greater power to interpret the variation of customer satisfaction than gap between expectation and performance.