Research On The Impact Of Customer Complaint Handling On Customer Loyalty In E-commerce

Europe and the United States have been mature areas of E-commerce,leading the development of global e-commerce,Amazon is one of the best.In recent years,China's E-commerce has undergone tremendous changes,online shopping has become a familiar way of shopping,before a single purchase of specific products,now also contains a variety of services.After all these years of big waves,E-commerce giants such as Alibaba and Jingdong have also shown their own unique characteristics,and have shown a surpassing trend.Similar to traditional shopping,there will also be some places where customers do not go into any place in the process of online shopping.The direct complaints are not completely negative.Some direct complaints are the positive manifestations of customer complaints,implying a large number of valuable information.If we can actively handle,timely,effective,and actively deal with customer complaints,and eliminate customers' complaints.Repaying injustice in the hearts of customers can not only improve customer satisfaction,but also improve customer loyalty.Finally,a positive and optimistic closed-loop is formed to grow with the market and customers to achieve a win-win situation,which is very meaningful for businesses and customers.This paper presents models and assumptions of customer complaint handling,customer satisfaction and customer loyalty,and publishes questionnaires online to conduct effective questionnaires.The collected data are analyzed by SPSS20.0 social statistics software and LISREL8.70 structural equation model software,and the models and hypotheses proposed before are verified.Finally,the summary is made.The results show that the treatment of customer complaints has a significant positive impact on customer satisfaction and customer loyalty.And the positive impact is progressive.Subdivided into two parts,customer complaint processing has a positive impact on customer satisfaction,customer satisfaction has a positive impact on customer attitude loyalty,customer attitude loyalty has a positive impact on customer behavior loyalty.However,customer complaint processing has little direct impact on customer attitude loyalty and behavior loyalty.The positive effect of customer satisfaction on customer behavior loyalty is not significant enough.This also tells our marketing managers that only by doing a good job step by step,can they make a difference in customer loyalty.All practices that are eager for quick success and instant benefit are not advisable.