Study On The Relationship Between Brand Competitiveness And Customer Satisfaction Based On E-Commerce Sites

Nowadays the development of the enterprise, to a large extent, is influenced by the enterprise’s brand competitiveness and customer satisfaction. Brands in people’s mind are good quality and service, a kind of trust that can be used as a symbol of people’s identity. It is an important commitment that links enterprises and customers by giving company’s products or services. Similarly, customer satisfaction measures the degree of customer satisfaction, which is not only related to the customer’s evaluation of the enterprise, but also related to the long-term development of the enterprise. Both of them have important influence to enterprises and determine the survival of enterprises.First of all, this paper firstly uses literature study and Delphi method and determines indication system of E-Commerce Sites’ Brand Competitiveness and indication system of E-Commerce Sites’ Customer Satisfaction respectively. Measurement models are formed by the indication systems that have been constructed. Combine the two measurement models making the entire structural equation model. Collect data by questionnaires and analyze data by SMARTPLS 3.0. At the end, we can draw the conclusion.E-commerce brand competitiveness mainly influences “Information Quality”, “Product Expectation” and “Functional Value”. That means brand competitiveness can effectively influence satisfaction. Similarly, e-commerce sites’ customer satisfaction is mainly influenced by “Website Management Capability”, “Website Market Power” and “Website Scale”. E-commerce websites need to have strongly service and social responsibility as well as strategic mind, which are the most important factors to improving e-commerce sites’ customer satisfaction.