Online Marketing Service Quality Impact On Customer Satisfaction Analysis

Times are developing and science and technology are advancing.The rapid development of information industry drives other industries to flourish,among which the development speed of service industry is obvious to all.With the coming of service economy era,service industry is facing unprecedented opportunities and challenges.Air transport as an important part of service industry is no exception.For a long time,air transport has established a good image in many transportation modes and even other service industries with its characteristics of short time and excellent service.However,with the booming development of the service industry,the service level of almost all industries has made a qualitative leap.Compared with other service industries,the absolute advantage of aviation service industry in the industry no longer exists.On the basis of summarizing previous studies on customer satisfaction and combining with the new development of online marketing and service quality theory,this study tries to understand the impact of marketing service quality on customer satisfaction in the middle line of the air transport industry through empirical research.The author selected four variables of design quality,safety quality,order fulfillment quality and online customer service quality as measurement variables of online marketing service quality,and studied the impact of online marketing service quality on customer satisfaction.On the basis of summarizing the previous research results of customer satisfaction,the author constructs the conceptual model of this research.Taking M aviation as an example,the questionnaire was designed for investigation.Spss19.0 was used to analyze the relevant data obtained from the questionnaire survey,and the model of this study was verified.Through the empirical research results,it can be found that the service quality of online marketing has a significant impact on customer satisfaction.All the measured variables have a significant impact on customer satisfaction,and the order fulfillment quality has a particularly significant impact on customer satisfaction.The level of customer satisfaction is a direct response to the online marketing service quality.Only by making efforts to improve the online marketing service quality,can customers feel satisfied,and then improve customer loyalty and repeated purchase rate,and finallyimprove enterprise efficiency.