Relationship Cosmetics Online Shopping Service Quality And Customer Satisfaction And Customer Loyalty

With the development of internet technology, online shopping has become an important factor affecting economic development, especially in recent years, cosmetics online shopping has developed rapidly and become the third largest category of the online shopping market. Due to the particularity of cosmetics and cosmetics sales website grow with each passing day, only those who make customer satisfy and have more loyal customers will develop much better, therefore, cosmetics websites have to improve service quality to satisfy more customers and guide them loyal to the company.This study based on the previous study, applies the three-stage online shopping service quality evaluation model, combines with the current situation of cosmetics online shopping to build a reasonable online shopping service quality scale, according to literature review proposes the research model and assumptions. This thesis collects data through questionnaire survey and uses SPSS16.0to analyze the reliability and validity of the data, the results show that the scale is reliable and resonable. The results of exploratory factor analysis indicate that the pre-sale quality has been affected by three dimensions which are website design, website information and interactive communication; the in sale quality has been affected by four dimensions which are transaction communication, transaction integrity, website security and transaction informantion;the after-sale quality has been affected by two dimensions which are reliability and humanization. Through the correlation analysis and structural equation model to test the proposed hypothesis and come to the following conclusions:(1)The overall online shopping service quality and its factors have significant relationship with customer satisfation and customer loyalty;(2)The pre-sale quality, in sale quality and after-sale quality have significant positive impact on customer satisfaction, the influence size order is after-sale quality, pre-sale quality, in sale quality;(3)Customer satisfaction has significant positive impact on the attitude loyalty and behavior loyalty, the impact on attitude loyalty is greater than the behavior loyalty;(4)pre-sale quality,in sale quality, after-sale quality through customer satisfaction indirectly affect attitude loyalty and behavior loyalty, in addition, the in sale quality has direct impact on attitude loyalty.At last, according to the empirical research results, put forward several reasonable proposals to the cosmetics website managers to help them improve each stage of service quality, make more cusomer satisfaction and loyal to the cosmetics websites.