The Relationship Between Service Quality And Customer Loyalty Of C2C Electronic Shopping Site

As a new type of transactions, e-commerce based on internet platform bringproducers and consumers into a new world of the Internet economy.As a transactionplatform between e-commerce，C2C shopping site faces the dual challenge fromother e-business forms and other competitors in the C2C industry. Therefore, how toimprove service quality to win customer loyalty is an important issue.About the relationship between service quality,relationship quality and customerloyalty have been repeatedly confirmed in the previous studies. But C2C shoppingwebsite as a pure service trading platform, its study is still blank. we use acombination of literature review and empirical research, get the following research.First,Based on the theory literature review,we summarized the traditional servicequality theory and electronic service quality theory.Combined with characteristics ofC2C e-shopping sitewebsite,reach the conclusion that service quality of the C2Celectronic shopping site have six dimensions—information quality,web design, safety,efficiency, contact and customer service. On Analytic Hierarchy Process and applyvarious dimensions, weight and other impact factor weights, and ultimately determinethe the C2C electronic shopping website service quality evaluation index system.Then, Definition and measurement of the service quality of C2C through theC2C electronic shopping site service quality evaluation index system this articleestablished. Learn from classic items in existing to definite and measure relationshipquality, customer loyalty,Formed the C2C electronic shopping site service quality andcustomer loyalty measurement questionnaire,laid the foundation for the empiricalresearch data.Finally, By linear regression analysis method proposed mechanism of C2Ce-shopping site service quality and customer loyalty. Studies indicate the C2Celectronic shopping site service quality have a direct positive effect on customerloyalty and the information quality has greatest impact on customer loyalty, followedare contact degrees, website design and safety, efficiency and customer service oncustomer loyalty smaller. The article also verified the intermediary role of customersatisfaction and customer trust between service quality and customer loyalty of C2Celectronic shopping website,come to the mechanism of C2C electronic shopping sitequality of service and customer loyalty.