Based On Customer Satisfaction:An Empirical Study Of Service Quality And Customer Loyalty For Taobao Shop

With the gradual improvement of e-commerce environment, and then t he economic benefits of expanding gradually, make e-commerce around the world learn more extensive attention and application in the form of innov ation. At the end of Jun.2015, China has 668 million users on the net, n early half of Internet penetration. The growth of the scale of Internet user s into the plateau, the Internet further affects personal lifestyle. At the sam e time, the number of the network shopping users reached 374 million, Int ernet usage by 55.7% to 56.0% in December 2014, growth continued to sl ow. According to the latest report, during the first half of 2015, China’s ecommerce transactions rose 30% over the same period, to 7.63 trillion yua n, including the situation of the retail market is: transaction value of 1.61 trillion yuan, relatively stable growth, growth stage is nearing an end. The current growth by upgrading the transformation from "delta" to the "quality" will become a key step for China’s online retail market.In this paper, on the basis of the study related web shopper’s behavio r research, practical research situation and development trend of the current e-commerce marketing, I hope that through empirical studies based on the customer satisfaction of taobao shop service quality impact on customer l oyalty. This article stood on the six aspects of customer: to ease of use, s afety, reliability, care, reactivity, compensatory as the six dimensions of ser vice quality, puts forward seven hypothesis, we validate the taobao shop se rvice quality of customer satisfaction and customer loyalty of online shopp ers, and customer satisfaction to intermediary variable. In this paper, usingquestionnaires for data collection work, and through SPSS21.0 and AMOS21.0 software, research on data processing, verify the hypothesis.Through the actual data research, found that "taobao online service qu ality" has a significant effect on "customer satisfaction", among them, there is a significant relationship between security and satisfaction, came in sec ond third is ease of use and compensation.Then, found that "customer satis faction" to positive influence on "customer loyalty".At the least, "Customer satisfaction" is the "taobao online service quality" affects the variables "cu stomer loyalty" intermediary variables, each variable through mediation vari ables significantly impact on customer loyalty. Combined with the data ana lysis results, this paper gives four measures: The first,the operators could have the honesty faith management,in order to make the customer’s inform ation securely; The second, taobao shop operators should effectively consi der background the operation and part page, in order to reduce the operati on of purchase; The third, make compensation measures, and constantly i mprove after-sales;The fourth,complete the reactive specific work of care of customer service, reliability.