The Research On The Relationship Between The Service Quality And Customer Loyalty In TV Shopping

With the rapid development of television channels and virtual channel era, the competition between the major television media has become increasingly intense, and TV shopping channel as a new marketing model also began to enter people's vision. TV shopping channel, with its advantages of television in recent years has been very rapid development, but it also faces many problems, such as the provision of goods or services, such as the increasing homogeneity. This made shopping channel to run a business facing a test of loyalty, to increase the number of repeat purchase customers achieve improved customer loyalty, companies can only enhance its service quality, to create a competitive advantage in order to stabilize profits. Therefore, how to improve service quality and more efficient customer loyalty has become a TV shopping channel enterprises need to explore an important issue.In this paper, absorbing a large number of previous studies have been based on the results, in order to explore the quality of service in the TV shopping industry, the driving mechanism for customer loyalty, build a quality of service (including reliability, vision, convenience and policy IV dimension) as antecedent variables, relationship quality (customer satisfaction, customer trust and customer commitment to three dimensions) for the intermediate variables and customer loyalty (attitudinal loyalty and behavioral loyalty to two dimensions) model for the relationship between outcome variables and related to the model assumptions made. In the empirical to Dabholkar (1996) proposed the design of retail service quality scale as the theoretical basis of the questionnaire, designed a structured questionnaire to a sample survey, 264 valid questionnaires were obtained. By collecting data for the factor analysis, paired T test, canonical correlation analysis, ANOVA, path analysis of the research hypotheses were verified, and accordingly the final conceptual model was modified; Finally, empirical analysis conclusions made on the television shopping company comprehensive recommendations for improvement.Comprehensive survey found that through the interaction between nine variables can better understand the quality of service mechanism for driving customer loyalty. Taking into account the factors that affect customer loyalty is very complex, this study only the service quality as antecedent variables revealed a larger limit, the author made a number of follow-up study this proposal, hoping to improve the explanatory power of customer loyalty research.