Study On Relationship Between Service Quality And Customer Loyalty Of Group-purchase Website

Asa new kind of e-commerce model, group-purchase has been surging in China since2010. In fierce competition, group-purchase websites realize the importance of customer loyalty. To provide effective suggestions for these websites, it is crucial to identify key factors of service quality and clarify mechanism of service quality and customer loyalty."local service" websites, which provide dining, recreation, daily life service and so on, are selected as study object because they account for a higher proportion of group-purchase amount and have a bright future. Based on302valid questionnaires, data reliability, validity analysis, correlation analysis, regression analysis and structural equation modeling are carried out with SPSS17.0and AMOS18.0. Finally several conclusions are drawn as follows.First, service quality has a direct influence on customer loyalty, which is greater than the indirect effect with the moderating variance of customer satisfaction and trust in the four-element model.Second, service quality of the "local service" group-purchase websites can still be divided into seven dimensions. Each dimension has different impact on customer loyalty. Responsiveness and fulfillment are the most significant dimensions.Third, customer loyalty can be divided into behavior loyalty and attitude loyalty. Fulfillment has the largest impact on both attitude and behavior loyalty, while compensation has great impact on attitude loyalty and responsiveness has great influence on behavior loyalty.Finally this paper proposes some suggestions:(1) to improve core service quality, such as setting up business qualification examination, enhancing the convenience of site operations, escalating protection of customer privacy.(2) to improve after-purchase service quality, such as actively helping customers solve problems, refunding quickly, returning to bank account and verifying the authenticity of merchant’s telephone number.(3) to carry out service innovation continuously, such as establishing consumer evaluation system and introducing expiration-approaching alert service with short message.