Empirical Study On Affecting Factors Of The Customer Relationship Quality Of B2C In E-Commerce Environment

In recent years, with the development of Internet technology, online shopping behavior increased, so many companies began to pay close attention to e-commerce, and increasing emphasis on e-commerce management. However, due to lack of awareness of e-commerce business, it is difficult to maintain a good long-term customer relationship quality, making a lot of e-business bottlenecks encountered in the process.In summing up, based on previous studies, this study summarized 5 affecting factors of the customer relationship quality of the B2C corporate in e-commerce environment:company image, online shopping environment, relationship benefits, service quality, product features. there are 3 component in my research model:independent factor the factors of customer relationship quality, dependent factor customer relationship quality of the B2C corporate in e-commerce environment, and buffer variables. Research has received 210 questionnaires to process statistic analysis including description analysis, correlation analysis, regression analysis, and ANOVA.Empirical study has found that all five factors of customer relationship quality have positive relations with customer relationship quality of B2C corporate in e-commerce environment. Among them, online shopping environment most affected, followed by the relationship benefits, corporate image, product features, service quality. Control variables:age, education, income, marriage, product category, the monthly shopping trips exists impact on customer relationship quality of B2C e-commerce environment. B2C corporate maintain network customer relationships quality, it should be committed to the following six aspects:First, to improve the shopping environment of B2C corporate Web site, to provide customers with safe and convenient shopping environment; second, from economic benefits, confidence benefits, special treatment benefits three aspects, to create relationship benefit for consumers; third, in a networked environment, corporate image should focus on the word of mouth; the fourth, while ensuring product quality and reasonable prices, enrich the product categories at the same time; fifth, distribution and after-sale problem has plagued many customers, Enterprises should improve service quality, retain customers. Finally, B2C Web site should be based on different control variables to segment customers on the network, choose their own target customers, thus positioning. This study has important guiding significance for B2C corporate to develop e-commerce and maintain high relationship quality with network consumer.