The Study On The Relationship Between Service Quality And Customer Loyalty Of B2C Online Store

Nowadays, as online shopping becomes more and more popular and customers participate in the online shopping, faced with costumers'growing demand for personalized service, online stores which tries to pursuit sustained competitive advantages for maintaining good customer relations must provide higher quality of service to meet customer's needs in order to improve customer satisfaction and loyalty. Among the existing literatures about enterprise management, those about quality of e-service are just in the initial stage. There is still a gap between the pace of development of theoretical e-commerce and practical e-commerce. Those researches can not meet the theoretical needs of managements in e-service area. Based on Chinese online retail business which is still in the initial stage, this study makes online stores doing business about B2C e-commerce targets of research, and investigates the relationship between quality of service of online stores and customer satisfaction as well as loyalty. Focusing on the core concept of quality of service of B2C online stores, using empirical research methods, the study carries out a four-stage research.Firstly, focusing on the concept of quality of service of B2C online stores, the paper does related theoretical research. The paper is based on a lot of native and foreign scholars' opinions and combined with the focus of this research, aims to summarize theories related to e-commerce, online retail stores, quality of service and quality of e-service generally.Secondly, the paper establishes the theoretical model. After summarizing relevant theories and results of previous research, focusing on key issues of this research, the paper proposes theoretical model which reflects relationship between quality of service of online stores and customer satisfaction as well as customer loyalty.Thirdly, the paper forms questionnaire, tests validity and reliability of the questionnaire by pre-test, does further modification of questionnaire and then forms the final questionnaire.Finally, the paper goes through process of analysis of data. In order to verify the theoretical assumptions, the paper develops quantitative analysis in a general sense by using synthesized methods of mathematical statistics including descriptive statistics, paired samples T test, analysis of variance, factor analysis, correlation analysis and multiple linear regression analysis. Ultimately, combined with test results, the paper provides reasonable proposals to the online store and points out the limitation of this study as well as further research directions.The contribution of this study is that it investigates the relationship between disparity of perceived service quality and expectations of service quality and customer satisfaction as well as customer loyalty with the research objectives as B2C online stores.