An empirical study of the effect of customer satisfaction and its two Dimensions on Online Customer Loyalty

This paper focused on the building of customer loyalty model. Structural equation model has shown that both product satisfaction and service satisfaction have positive effects on customer satisfaction; the latter one also has a positive effect on customer loyalty. Then this paper analyzed the reasons of insignificant effects of product satisfaction and customer satisfaction on customer loyalty. Last, the author came up with three suggestions on improvement of customer loyalty in Internet environment, to provide scientific, empirical evidence on promoting the development of online shopping.