A Study On The Impact Of Return Service Quality On Customer Loyalty And CLV Relationship

Customer loyalty has long proved to be the fundamental driver of enterprise’s profitability, it also applies to e-commerce.In the fierce competitive network shopping market, we see a lot of marketers grabbing market share by maintain loyalty customers, this study reviewed the relationship between loyalty and the profitability, is called loyalty effect. In order to understand the value of customer loyalty deeply, research introduce an important index for measuring customer profitability—CLV, through empirical analysis to explore the relationship between customer loyalty and profitability. However, with the growing of Internet business, which provides great convenience and opportunities for consumers and online retailers, consumers return problem is increasingly serious, products return become one of the biggest operational challenges for online retail enterprises. In practice, better returns service quality means that companies can make further management on customer relationships, strengthen the customer loyalty, and then bring the potential profit for the enterprise. Therefore, the relationship between customer loyalty and CLV influence by the return of the service quality.Based on literature reviewing of important research findings, such as customer loyalty, customer lifetime value, service quality, products return etc., this research introducing attitudinal loyalty and behavioral loyalty to test customer loyalty, and by using premium ability, buying behavior, word-of-mouth recommendation behavior and ascending of cost price as the measurement dimensions of CLV, and taking return service quality as moderating variable. the paper build the conceptual model of customer loyalty and CLV, as well as put forward 10 research hypotheses. According to the research hypotheses, this research design the questionnaire issued to five electric commercial enterprises,such as Taotao.com, Jingdong Mall, Vipshop, Dangdang.com and Meituan.com, and finally collected 277 effective responses. By using structural equation model and regression analysis to test the relationship between customer loyalty and CLV. Furthermore, analyze the moderate effect of returns service quality on the relationship between the customer loyalty and CLV, verifies the research hypotheses.The results show that the attitudinal loyalty both have significant positive effect on premium ability and ascending of cost price, attitudinal loyalty has little effect on word-of-mouth behavior. Behavioral loyalty both have significant positive effect on buying behavior and word-of-mouth recommendation behavior.In additional, returns service quality has significant positive effect on the relationship between attitude loyalty and premium ability, as well as on the relationship between attitude loyalty ascending of cost price. Also, returns service quality has significant positive effect on the relationship between the behavior loyalty and buying behavior while the effect of the relationship between behavior loyalty and referrals behavior failed to pass the test. Finally, according to research results, we advance the implication of customer loyalty management, and suggest that marketing managers should take the return service quality as an important part of customer loyalty management and an important way to improve enterprise’s profitability. In addition, we points out the limitations in this research, and the possible theory perspective the limitations for future research.