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Research on the Influencing Factors of Network Customer’s Loyalty in B2C Electronic Commerce

Author: ChenTao
Tutor: WuZhaoLong
School: Huazhong University of Science and Technology
Course: Business management
Keywords: The B2C electronic textbook website Customer Loyalty Driving factors Empirical research
CLC: F713.36
Type: Master's thesis
Year: 2009
Downloads: 231
Quote: 1
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Abstract


Since the 1990s , the e-commerce industry unprecedented development , e-commerce sites cultivate and maintain customer loyalty become a key factor in profit and competitive advantage to study the meaning maintenance model of customer loyalty in the e - commerce industry has a theory of practical significance . Based on literature reading , to B2C electronic textbook website for specific empirical research object , the subject of empirical research on customer loyalty , the corresponding factors affect customer loyalty and drive customer loyalty , by further empirical research , validation research model assumptions and correct targeted management recommendations . Through empirical analysis , we concluded that , in the B2C e-commerce environment : ( 1) have a positive impact on customer satisfaction, customer trust and customer loyalty , moderate impact . ( 2 ) Customer trust on customer satisfaction and customer loyalty has a positive influence and impact . ( 3 ) conversion costs have a positive impact on customer loyalty , but the impact is relatively small . Finally, three management recommendations: (1) The website should focus on improving customer satisfaction , improve site performance , improve customer satisfaction measures , given to provide consumers with good consumer experience these emotional investment , consumers standpoint . ( 2 ) enhance customer trust website . (3) conversion costs to improve customer loyalty .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > E-commerce,online trading
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