The Impact Ofonline Store Image On Customer Satisfaction And Customer Loyalty

With the continuous development of world economy and changes, the continuousdevelopment of the technology industry, encouraging the rapid development of e-commerce. Fierce competition in traditional economy to bring new development prospectsfor e-commerce. People gradually rich knowledge of online shopping, the scholars of thenetwork shopping are full of interest. Previous studies showed that customer satisfaction,customer loyalty are important factors that influence online store image. They are theimportant means for the sustained and healthy development of the online store.The maincontents of this paper are about the effect of online store image and on customersatisfaction, customer loyalty relationship and seeking to improve online store image,customer satisfaction and customer loyalty marketing strategy.This paper reviews the online store image, customer satisfaction,customer loyalty, ofthe personality theory, provide the inspiration for this paper. Based on previous studies andcombining with the actual interview analysis results to investigate the factors to constitutethe shop image, the store image composition factors include safety image, service image,price image, promotion image, web-page image,operation image and convenienceimage.Therefore established the model of online store image and customer satisfactionand customer loyalty. This study uses the SPSS17.0 statistical analysis software, startingtheoretical and empirical analysis of the influence on the image of the online store andcustomer satisfaction and customer loyalty. The results of the study include the followingcontents:1. The online store image includes 7 factors: safety image, service image, price image,promotion image, web-page image,operation image and convenience image2. Online store image has positive influence on customer satisfaction. safety image,service image, price image, promotion image,operation image and convenience image havehigh effect on customer satisfaction, beside web-page image have no significant effect oncustomer satisfaction.3. Online store image has positive influence on customer loyalty. safety image,service image, web-page image,operation image have high effect on customer loyalty.Beside price image, promotion image and convenience image have no significant effect oncustomer loyalty.4. Customer satisfaction has positive influence on customer loyalty.5. Customer satisfaction has mediating effect on online store image and customerloyalty.This study summarizes the research conclusion, combined with the actual situation ofthe development of electronic commerce at present, put forward to enhance online storeimage, improve customer satisfaction and customer loyalty marketing strategy.