A Study On The Impact Of Electronic Service Quality On Customer Loyalty Of B2C

In 2013,B2C online shopping market accounted for 40.4%, By the rapid growth of online shopping market B2C shopping market accounted half the share. Among them, the Tianmao in 2013 has to achieve a turnover of 441 billion yuan, Jingdong in 2013 achieved turnover of 125.5 billion yuan, the two companies had more than 70% annual growth rate, the overall transaction size for B2C market increased share play an important role.Electricity providers exist a big problem of delivery speed, always can not achieve timely delivery, and courier services needs to be strengthened. Users overall satisfaction was only 30.5 percent of the refund, it has become the most important issue of online shopping. Users overall satisfaction was 70.8% of account security, most users think that their e-wallet is safe, but there are some users on the network have the idea that Wallet security deposit doubts.The present study is based on the front man for relationship electronic service quality and customer satisfaction and loyalty prior to study in the current context of B2C development, the original dimensions of electronic service quality is corrected to make it more in line with current development needs of B2C companies, so as to have greater practical operability of the variables. A lot of reading articles, collate literature for electronic services, electronic service quality, customer satisfaction and customer loyalty research process and the results. Focus is to tease out the electronic service quality and satisfaction with the relationship, and the relationship between electronic service quality and customer loyalty is.This study concluded that:Firstly, different dimensions of the quality of service for electronic customer satisfaction and the impact of customer loyalty has differences.Secondly, in the variable in this study proposed site usability, compensation, responsiveness, interactivity and aesthetic impacts customer loyalty fully mediated by customer satisfaction, and safety,as well as controlling the fulfillment of part of the intermediary role of customer satisfaction through impact customer loyalty.According to this study, we can see different variables of B2C electronic service quality biased technical aspects of psychological variables and partial effects of the variables there are differences. To expect companies to ensure the technical aspects of the case, continue to meet customer demand in the psychological aspects of management.