Research On The Factors Influencing Customer Churn Of B2C Electronic Commerce Enterprise

As a new way of shopping, B2C electronic commerce network shopping by the attention of more and more consumer, especially18-30year old shopping group. B2C e-commerce as a virtual trading platform, compared with the traditional way of shopping, the biggest problem is the high rate of customer churn. Therefore, how to avoid the loss of customers, has become a problem to the B2C e-commerce enterprises.In order to reduce the loss of customers, first of all should be clear what are the factors affecting customer loss.This paper based on the study of literature with the interview method proposed possible influencing factors of B2C e-commerce enterprise customer churn, and the ways of questionnaire survey of shoppers, acquisition of required sample data.Firstly the questionnaire reliability and validity of the test application of reliability analysis and validity analysis.Secondly, using the method of factor analysis, the common factor and correlation using correlation analysis verification of each extracted common factor and the loss of customers.Finally, through the regression analysis of degree of importance factors of B2C e-commerce customer churn, and on this basis further reduce customer churn suggestions.The results showed that the influence factors of B2C e-commerce enterprise customer churn is mainly:customer service, logistics service quality, the quality of the products, the attraction of competitors, consumers personal factors, the level of enterprise technology, the problem of network security. The quality after sale service and logistics services is the loss of the most influential factors on B2C e-commerce enterprise customer. According to the recommendations of the B2C electronic commerce enterprise management and operation, which improve the B2C e-commerce enterprise customer service quality; improve logistics service quality of B2C e-commerce enterprises; improve the competitiveness of their products; the consolidation of security trust mechanism in B2C e-commerce enterprises; to provide personalized service; improve customer transfer cost; prominent website design.