A Study On The Relationship Between Electronic Service Quality And Customer Satisfaction Of B2C Shopping Website

With the rapid development of internet, consumers’ online consumption increases gradually. The B2C shopping sites which operate mainly in retail are favored by consumers. At the same time, the service quality related factors have become a focus from online consumers, including site safety, site reputation, service quality of item returning and replacement, diversity and convenience of payment, service attitude and level, service quality of distribution, ease of using and site users’ experience.Therefore, the studies of website service quality also become the focus of academic circle gradually.This paper is based on E-S-QUAL scale developed by Parasuraman et al, and it measures the electronic service quality of the Chinese B2C shopping website by using SERVPERF method. Based on the empirical data analysis results and the domestic scholar research, this paper adjusts the E-S-QUAL scale to make it accorded with Chinese situation. Based on the work above, this paper establishes one model of B2C shopping site electronic service quality and online customer satisfaction. It uses the correlation analysis, regression analysis, structural equation model analysis and other methods to verify hypothesis from the established model.The results show that the electronic core service quality (E-S-QUAL) dimensions of B2C shopping website, such as efficiency, fulfillment and privacy, have the significantly positive effect on online customer satisfaction, while system availability has no significant effect on online customer satisfaction. Other results are that only responsiveness has the positive and significant influence on online satisfaction among the three E-RecS-QUAL dimensions; Satisfaction has a positive and significant effect on online loyalty; Product category has the moderating effect on the relationship between the electronic core service quality and online customer satisfaction of B2C shopping website, namely, customers buying different products concern different dimensions on B2C website, and the affection strength of different dimension on shopping satisfaction are also different.