The Impact Research Of B2C E-commerce Customer Relationship Benefits On Customer Loyalty

The purpose of relationship marketing is to maintain long-term relationships with customers, it has become a new marketing trends. The emergence of the Internet has not changed the fact that business needs to build relationships with customers. In fact, the rapid development of online shopping, Enterprise is almost in a fully competitive environment, website operators to culture and maintain loyal customer is becoming increasingly important. As a major advantage of online shopping, the role of price war"to attracting and maintain customer is waning. E-commerce companies need to find new marketing model. Relationship marketing received attention from scholars and marketing people. It has shift companies’ marketing positioning from attracting short, piecemeal customer and transactions to maintain long-term relationship with customer, and to cultivate customer loyalty for its products and services. Customer benefit is an important part of relationship theory. Concerning the customer’s relationship benefits will improve customer loyalty. It is the focus of theoretical and practical concerns.This paper used that rapid developing B2C e-commerce site as the research object, make up the model of B2C E-commerce customer loyalty based on customer relationship benefits. First, based on the literature and qualitative research on B2C e-commerce, identified the dimensions of B2C E-commerce customer relationship.It includes confidence benefits, economic benefits, customized benefits, social benefits, honor benefits and entertainment benefits. Secondly, reviewed the literature of customer benefits and customer loyalty. Raised the hypothesis that customer benefits dimensions affect the customer behavior intension(customer satisfaction, customer commitment, customer loyalty). Maked up the theoretical model of this study. Finally, sent out questionnaires, collected B2C E-commerce consumer data, and empirical research is used to validate the study hypothesis and model.Empirical research provided adequate support for study hypothesis and model. The research shows that the impact mechanism of customer benefits’six dimensions on customer loyalty are different. The direct impact on customer loyalty is weak. It is mainly through customer satisfaction and customer commitment mediate impact on customer loyalty. Customer satisfaction is an all intermediary role, and customer commitment is a partially intermediary role. Some hypothesis have not been validated, this paper has made explanations..