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Research on Loyalty Influence Factors of the Business to Consumer E-Commerce for University Students

Author: WangChaoGang
Tutor: WangChengHui
School: Beijing International Studies University
Course: Business management
Keywords: Customer Loyalty Customer Satisfaction Customer Trust Switching Costs Quality of Service
CLC: F724.6;F224
Type: Master's thesis
Year: 2010
Downloads: 459
Quote: 1
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Abstract


With the development of Internet and changes in people’s consumption concept, e-commerce developed rapidly since its rise. As a group of high frequency of contact with Internet, high level of education and strong interests of new things, university students will become the main force of on line shopping in future. Customer loyalty is the important factor for an enterprise to get sustained profits. Therefore it is with theoretical and practical significance for this thesis focusing to university students on line shopping loyalty factors to discuss relevance of each. The author summarizes university students on line shopping satisfaction, trust and loyalty factors through past literature search and actual exploratory research, constructs theoretical model of on line shopping loyalty factors, uses empirical analysis with case interviews, questionnaires and other forms to analyze university students on line shopping satisfaction, especially various dimensions and specific factors of loyalty, explores the various factors affecting satisfaction, trust and loyalty and the relationships among them, then analyzes how to improve service quality of network retailers to improve university students customers loyalty, finally gives proposals to network retailers on turnover and profit growth promoting.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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