Research On Customer Satisfaction And Loyalty In The E-Commerce Of Agricultural Products

Creating a satisfactory consumer experience and building customer loyalty, are an important strategy for e-commerce enterprises of agricultural products to expand market share and gain a competitive advantage, which directly affects enterprises' survival and long-term development. Thus, e-commerce businesses should put how to obtain customer loyalty in the first place of strategy establishment, constantly focus on the change of customer need and focus limited resources to the most concerns of customers thereby improve the customer satisfaction and loyalty in all domains. In recent years, e-commerce enterprises of agricultural products, with a good policy environment, still faces many development bottlenecks, such as the low degree of standardization, the imperfect cold-chain logistics systems, and low degree of public awareness. How to break the bottleneck of e-commerce of agricultural products has become the concentrated issue of industry and academia circles. However, previous research tended to focus on the aspect of innovating e-business model, or aspect of break technical barriers, which is difficult to achieve in a short period of time. Discussions about how to effectively improve the perceived service quality of customer and increase customer satisfaction from marketing perspective is lacking, yet those discussions could offer theoretical and practical guidance on obtaining customer loyalty.This paper,based on the reality of development of e-commerce of agricultural products and the theory of service quality, builds a model of customer satisfaction and loyalty in e-commerce agricultural products to investigate the mechanism of how website quality and logistics service quality affect customer loyalty under the environment of e-commerce of agricultural products. In the model, website quality is divided into four dimensions: technical quality, appearance quality, general content quality and specific content quality; logistics service quality is also divided into four dimensions: order availability, order accuracy, order status and timeliness of orders; mediator effect of customer satisfaction is discussed too. To test the model, paper has collected survey data of 289 customers who bought fresh products online, and used empirical methods of structural equation to process data. The empirical research results show: under the environment of e-commerce of agricultural products, orders timeliness has the most significant effect on customer satisfaction, technical quality has the second most important effect on customer satisfaction, appearance quality and general content quality also have a significant impact on satisfaction, and customer satisfaction has a positive significant effect on customer loyalty. However, the availability of orders, order accuracy, order status and the specific content quality has no significant effect on customer satisfaction.Based on conclusions fully discussed, paper provides management guidance for how to improve customer satisfaction and loyalty of e-commerce of agricultural products.