Research On Online Service Satisfaction Based On Consumer Service's Facial Impression

With the development of E-commerce industry, the scale of China's E-commerce market transactions increased year by year. The number of online consumers increasing significantly, also the E-commerce industry becoming mature. While, the development of E-commerce market accelerates fierce competition. At the same time,the competition between different E-commerce suppliers is not only focusing on the category and logistics of goods, but also emphasizing on the quality of online service and service satisfaction. Moreover, the quality of online service and satisfaction are the key to the development of E-commerce enterprises. Better online service can build a better communication bridge between consumers and enterprises,becoming the key to distribute enterprise's brand,faith and image to its consumers. It also a good way to improve long-time development of E-commerce enterprises. Website consumer service should be the first business card of communication towards E-commerce enterprises. The facial impression of website consumer service will affect it consumers, since they are the way to acquire important information. Many companies have recognized the importance of facial impression of website consumer service,especially the impact of communication and service satisfaction. However, the knowledge and theory related to the impact of facial impression of online consumer service are quite limit.This article analyzes the impact of online customer service towards service satisfaction from the perspective of psychology. Firstly, by reviewing related literatures about facial attractiveness, perceived online service and service satisfaction,the article combing the development of theory and determining the influencing factors of influential model. Secondly, based on data collection, the article utilizes PLS software to do analysis and model validation, and finally finds out that facial impression of website consumer service can affect service satisfaction. This research should be the theoretic extension of the study related to facial attractiveness, while the conclusion of this research has important theoretical and practical value.The conclusion of this research is shown following:(1) Facial attractiveness has positive impact on perceived service quality, perceived social presence and perceived trust.(2) Perceived service quality, perceived social presence and perceived trust have positive impact on online service satisfaction.(3) Facial attractiveness has positive impact on online service satisfaction.The conclusion of this research provides practical guidance for the construction of the online service operation. Firstly, the E-commerce website should select the customer service with higher attractiveness,and let them communication with consumers intentionally, improving consumers' perceived social presence. Meanwhile, utilizing communication skills and strategies to improve the effectiveness of service, fulfilling various needs of consumers. Secondly, focusing on consumer satisfaction,E-commerce enterprises should make some service strategies,such as product design,security, operational processes etc., to improve their credit. Thirdly, the websites should focus on brand building and publicity, by contributing various methods to distribute reliable information to their consumers. At the same time, they should pay more attention on crisis public relations and do effective treatment timely to solve accidents, enhancing their credibility. Ultimately, it is also important to develop consumer satisfaction, consumer trust, and even consumer loyalty.