Study On The Relationship Between The Business-to-consumer Service Quality And Customer Satisfaction And Loyalty

As of the end of June2013, China’s netizens reached591million, compared with thesame period last year, an increase of2656people. Internet penetration was44.1%, anincrease of2%. Chinese online shopping netizens reached271million people, onlineshopping usage increases to45.9%. The first half of2013the number of Internet users grewby28.89million over the end of December2012, an increase of11.9%. E-commerce forbusinesses to say, although you can greatly expand the market space, but the competition isfierce. The face of fierce market competition, how to improve the quality of serviceenterprises, increasing the enterprise customer satisfaction, and ultimately to improvecustomer loyalty is an important issue Reflections on the value of e-commerce business,which is a major topic of this research.In this paper, learn from their predecessors on the buying behavior of online shoppingcustomer research, based on the combination of current trends in the development ofe-business models, empirical analysis BtoC relationship with the network service quality,customer satisfaction and loyalty shopping. The study from online shopping customerexperience six areas most directly, usability, security and privacy, reliability caring nature,reactivity, compensatory these six variables as compensatory BtoC service qualitymeasurement variables; with satisfaction as intermediary variables to study the Effect ofBtoC service quality on loyalty through customer satisfaction. This article uses Spss17.0andAmos17.0statistical software model to study the hypothesis was verified.Through empiricalstudy, the results found that business-to-consumer relationship between service quality andcustomer satisfaction, among them, the reliability is the most significant relationship withcustomer satisfaction, ease of use influence on customer satisfaction in second place. Easysecurity privacy impact on customer satisfaction was ranked third, concern the impact ofcustomer satisfaction was ranked fourth, reactive effect on customer satisfaction was rankedfifth, concern the impact of customer satisfaction, came in sixth place, and customersatisfaction impact on loyalty, enterprises should enhance customer satisfaction and improvecustomer loyalty, and business-to-consumer service quality through customer satisfactionaffects customer loyalty, customer satisfaction is the business-to-consumer service quality measurement variables influence customer loyalty of mediation. Finally, correspondingcountermeasures are proposed according to test results, hope to be able to improve thenetwork consumers’ satisfaction and loyalty,1business-to-consumer measuring servicequality and customer satisfaction are related, the impact of customer satisfaction on loyalty23attaches great importance to the customer information security privacy4improve thebusiness-to-consumer service enterprise for customer care5enhances the reactivity ofbusiness-to-consumer service enterprises6completes the remedial measures, to learn from itso as to enhance the economic efficiency and competitiveness of business-to-consumerservice enterprise...