Research On Influence Mechanism Of E-contact Centers On Network Customer Loyalty

Along with the electronic commerce and network consumer’s growing trend, in the network market the importance of building and maintaining customer loyalty under the environment of increasingly prominent, to network marketing theory and practice of research also more and more attention. As connected to the network provider and customer interaction center network bridge between consumers, it has become network of merchants and consumers communication channel between the first choice, and to strengthen and consolidate the network good relations between businesses and customers attention aspects play a role.This study in the review of customer interaction center and customer loyalty, on the basis of related literature, found that although the predecessors’ research on customer loyalty has a lot of ways, but lack of under the environment of network marketing, customer interaction center the human-computer interaction system as tools to the study of online customer loyalty. Customer interaction center as the independent variable, this study and on the basis of the analysis and integration of a large number of literature, through brainstorming and depth interview method, the five dimensions of customer interaction center is put forward, namely, trust, commitment, service quality, customer perceived value and emotional preference, establish a customer interaction center and the Internet influence the customer loyalty model. In this article, we will customer satisfaction as the intermediate variable to measure customer loyalty for the Internet.This study adopts the method of empirical study, through the questionnaire survey data, with SPSS15.0and likert5scale as a tool, adopts the method of statistical analysis to verify the proposed relationship between the accuracy of the models. Through the analysis found that the five dimensions of customer interaction center has certain influence on customer loyalty, service quality of the most significant influence on it. Finally, aiming at the conclusion of this study, put forward the corresponding marketing suggestion and the shortage of the study and future research direction.