| As the internet enters the stage of its deep development,the online retail enterprises whose development dividends are declining,their own disadvantages are frequent,and the contradiction between customers and enterprises is prominent have to extend to the offline world.However,offline retail enterprises have to be expanded online which are also suffering from development difficulties,the changing of consumer habits and profit margins being squeezed.According to the investigation and analysis of the current situation of the industry,more and more enterprises have started to expand their business online and offline,and also pay more and more attention to customers' experience when it comes to the development strategy of enterprises.However,the problems such as single experience channel,lack of originality and lack of customer's sense of pleasure are still obvious.Besides,there is no in-depth exploration and research on customer experience and relationship marketing.Therefore,this article through concluding the factors of customer experience of offline retail entity enterprise and electric business platform is to discuss the influence mechanism and the difference of relationship quality and behavior intention from the customer's online and offline experiences and verified the intermediary effect between customer experience and behavior intention from the relationship quality.It is expected to provide reference for online e-commerce platform and offline entity enterprises in customer experience and relationship marketing.First of all,this article through the deep research of real consumption scenarios and teasing the related literature about existing customer experience,relationship quality and behavior intention,being based on the full understanding internal logic relationship between the three variables,is to set up thconsideration e concept of research model and to put forward the hypothesis;Secondly,taking full of this paper's research situation and the existing literature foundation,through expert consultation,group discussion,guests and enterprises interviews,it is to determine the division dimensions of customer experience,relationship quality and behavior intention,and on the basis of reference to the existing mature scale to determine each dimension problem,to form the initial survey questionnaire.Thirdly,testing the reliability of pre-test questionnaire through the Cronbach's alpha coefficient and the revised total correlation coefficient(CITC)was to form a formal questionnaire.And the data collection was completed through the online survey platform.Finally,SPSS20.0 software was used to add up the collected data,to analyze and to verify the hypothesis of this study,and modified the initial model according to the results.Throughout the full paper,this article mainly drew four research conclusions:(1)the function,information,emotion and the process of experience constitute a key factor of online customer experience,also environment,service and the perceived value experience of product consist of key factor of offline customer experience;(2)the function of online customers,emotion and the process experience can all positively influence the relationship quality,also information,emotion and process experience can all positively affect the behavioral intention;offline service experience and the perceived value experience of product can all have positive effect on the relationship quality and behavioral intention.The quality of online and offline relationship all positively affect the behavioral intention;(3)the relationship between customer experience and behavioral intention in the quality of online relationship;In the offline relationship quality,the relationship between the customer experience and the behavioral intention is satisfied,and the relationship between the customer experience and the behavioral intention is trusted.(4)customers' different gender,age,disposable income and shopping frequency have significant differences in customer experience,relationship quality and behavioral intention.Based on the research conclusion,this paper is designed to put forward the following three suggestions on the sustainable management of the electric business enterprise of online to offline and offline to online business entity enterprise.Achieve accurate targeted marketing by positioning and subdividing the market;Use new technology to predict the real-time demand of customers;Promote sincere service and create intimate emotional marketing. |
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