An Empirical Study On The Influence Of Cybershop After-sales Service Quality On Customer Loyalty

According to the sales figures of "Double Eleven Shopping Carnival"over the years,electroic economic is in the phase of vigorous development,e.g.The sales figures was only RMB 50 million in 2009 while it reached RMB 168.2 billion in 2017.And there is rapid increase over 30%for on-line retail business.Obviously,it is a potential market.The business opportunity seems boundless.Electronic economic is developing rapidly and attracts more and more people to run online stores,including flagship shops of grand brand and little shops in Taobao.The number of online stores are increasing.Meanwhile,their service attracts a great attention.Compared to the physical stores,customers cannot see and touch the goods on line until they receive them.Sometimes,they find the products are not the right ones they want and have to claim for after-sales service.However,based on related investigation,the after-sales service of on-line stores is barely satisfactory.That's to say,the service of on-line stores is not in line with its quantity increase.And it is very critical to provide the customers with good after-sales service,otherwise,it will affected customer's satisfaction and loyalty.Currently,there are many papers researching on the image improvement and services of online stores,but few on its after-sales services.According to this situation,based on the research on Service Quality,Cyber Store Service Quality,Customer Satisfaction and Customer Loyalty,this paper summarizes the indicators of After Sales Service Quality and the research hypothesis.After the analysis of questionnaire,conclusion as follows:The four indicators of After Sales Service Quality make a positive impact on Customer Satisfaction,but Caring is the most remarkable one.And Customer Satisfaction is the positive intermediation between After Sales Service Quality and Customer Loyalty.Therefore,suggest the cyber store owner to take some measures as below:(1)To reponse after sales inquiry and request in time.Customers will feel disappointed if the inquiry and request after sales are not dealt with as the one before order.(2)To pack tightly and deliver properly.The package can reflect store owner's respect and caring to the customers and the express delivery is the key point to deliver the products.Both of them cannot be ignored.(3)To be positive to customer's compensation request after sales.The store owner should face up with the after sales problems instead of escape.There are many research have proved that the second satisfaction after sales is even more important to cultivate the loyal customers.(4)To provide innovative and considerate service.The additional caring service beyond product,e.g.greetings in festivals,discount coupons and customized services can touch the customer and improve loyalty.