DocumentCode :
3498075
Title :
Study on the impacts of service quality and customer satisfaction on customer loyalty in B2C e-commerce
Author :
Hu, Yangcheng
Author_Institution :
Dept. of Manage. Eng., Nanchang Inst. of Technol., Nanchang, China
Volume :
4
fYear :
2009
fDate :
8-9 Aug. 2009
Firstpage :
603
Lastpage :
606
Abstract :
In e-commerce, loyal customers are considered extremely valuable. However, little attention has been given in the literature to understand customer loyalty and its antecedents especially in e-commerce settings. The present study empirically investigates the impacts of service quality, customer satisfaction on customer loyalty in a B2C e-commerce context. Factor analysis and structural equation modeling (SEM) are conducted based on a sample from undergraduate student respondents. Results indicate that, although the direct effect of service quality on customer loyalty is significant, the indirect effect (with customer satisfaction playing a mediating role) is a stronger driver for customer loyalty. E-commerce managers are recommended to devise operations and marketing strategies that focus on service quality dimensions in order to enhance customer satisfaction and, in turn, foster loyalty. The present study focuses only on the B2C e-commerce and uses convenience sampling method. Future research should examine other types of e-commerce settings with random sampling method.
Keywords :
customer satisfaction; electronic commerce; quality of service; B2C e-commerce; customer loyalty; customer satisfaction; factor analysis modeling; marketing strategies; quality service; structural equation modeling; Communication system control; Companies; Context-aware services; Customer satisfaction; Electronic commerce; Engineering management; Internet; Quality management; Sampling methods; Technology management; customer loyalty; customer satisfaction; e-commerce; services quality;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
Computing, Communication, Control, and Management, 2009. CCCM 2009. ISECS International Colloquium on
Conference_Location :
Sanya
Print_ISBN :
978-1-4244-4247-8
Type :
conf
DOI :
10.1109/CCCM.2009.5267498
Filename :
5267498
Link To Document :
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