| In recent years, along with the rapid development of the Internet economy, withboom of the Internet economy took place one after another. Customers in the U.S.giant Groupon affected the success of the domestic market also came to buy a rapiddevelopment period. There has been a large number of domestic buy site, more andmore domestic consumers to bring a network to buy the fun. However, due to the lowbarriers to entry network buy, the scale of investment can’t be guaranteed, easilyreplicated business model, as well as lack of supervision, in the rapid development ofnetwork buy, also showed a lot of problems. These include the issue of integrity, saleproblems, regulatory issues, rights issues and so on. A direct result of customersatisfaction can’t be guaranteed, the rapid decline of trust, loss of customers seriously,to the development of the network has brought a great buy to resistance.This study selects group-buying websites which provide dining, recreation andother kind of life service and investigates factors that affect consumer loyalty towardgroup-buying websites. Firstly, it defines the concept of group-buying service qualityand its components. Then, it constructs the structural equation model to study theimpacts of its components of group-buying service quality on customer loyalty. Basedon261valid questionnaires, the research model is assessed using SmartPLS2.0. Theanalytical results demonstrate that group-buying service quality can be divided intothree parts, including “online service quality”,“offline service quality” and “recoveryservice quality”. These three variants affect customer loyalty through “satisfaction”and “trust”. Finally, this study presents practical suggestions for managers ofgroup-buying websites in improving customer loyalty. |
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