The Empirical Study On The Relationship Of Perceived Service Quality, Customer Satisfaction And Behavior Intention In Online Shopping

With the arrival of the era of the service economy, the customers will no longer be stuck in the pursuit of the low price levels of the products, Instead, a growing concern over the quality of service is thought much. Thus, enterprises can not succeed in the fierce competition in the market to gain an advantage in competition, untill they must attach importance to marketing and management services. Service Marketing Management is the core philosophy of customer satisfaction and loyalty, and to enhance customer satisfaction and loyalty, first and foremost we need to do is to improve the quality of service. Ever the studies on the quality of service, customer satisfaction and customer loyalty relations, mainly concentrated in the relation of the overall service quality, customer satisfaction and the conduct intention. However, the controversy of the perceived quality of service and customer satisfaction, the conduct intention still exists in the relationship. The five dimensions of measurement application in SERVQUAL common perception of the quality of services to all sectors have been questioned. Services Marketing research for our late start, empirical measurement of the quality of services are relatively backward. In recent years, with the rapid expansion of the services sector, the increasingly fierce competition in the services market. Academics have been paying more and more attention to marketing services and marketing services and communications theory in the development of our country has made a good start.Today of the rapid development of information network, the network shopping services market is flourishing. The rapid development of network provides technical support and an enabling environment for the network shopping. More and more consumers has begun to accept network shopping—this new style of shopping. In Internet shopping, how to provide better services to customers? how to allow customers to enjoy the process of shopping network for the pleasure of the Internet shopping process are also perceived service satisfaction shopping and then again recommend others to have the same shopping website has become a major concern of this paper. Through Empirical research on the shopping network, the perception of the Internet-shopping service quality factor for the exploratory factor analysis, from the perspective of a more comprehensive and specific perception of the quality of service and customer satisfaction for each parameter. Intention to conduct a study of customer relations, customer satisfaction and behavioral intention to try to find the key impact factors In this regard with a view to making up for domestic gaps in the theory. Marketing services to further enrich and expand the study of theory, So that the items can be further enriched and expanded services marketing theory.The first the paper reviewed a lot of literature, and gave a briefing on the contents of the relevant shopping network, Then a detailed briefing on the perceived quality of service, Customer satisfaction and conduct intention sources and development of the theory in domestic and foreign scholars, including the three definitions of the quality of perception service, Customer satisfaction and conduct intention, and the resulting controversy been put forward on the study of the theri dimensions and their relationship by scholars with their own perspective. In which the paper focused on the perceived quality of service SERVQUAL five dimensions and measurement services, and information technology leader Field of factors affecting the quality of services, thus lays a theoretical foundation for the next empirical analysis.ending the recalling of the literature, the paper launch a study on the relationship of the Internet shopping service quality, customer satisfaction and behavioral intention with the empirical analysis.Empirical data used for the paper attain from questionnaire form. In this paper, the customers who have the Internet shopping experience is requested for the samples. on the basis of interviews and from abroad research results, the paper designs the variables corresponding measurements. Questionnaires are put out with a random sample for the official investigation, a total of 265 copies of questionnaires, of which 215 effective samples.Data processing and analysis is mainly composed of two parts :(1) developing the scales to measure the perceived quality in banking services, and exploring the factors of perceived quality in banking services;(2) using struc- tural equation model to studythe relationships among every factor of perceived service quality, customer satisfaction and behavior intention.Based on the above two categories. Through factor analysis the paper identified five dimensions of the perceived quality of service perception-the quality of service measurement scale. According to the results of previous studies to determine the measurement scale of customer satisfaction and the conduct intentions, followed by the validity and reliability test of the perceived quality of service, customer satisfaction and behavioral intention scale measurement. According to their relationship, twelve assumptions and the paper research model based on those assumptions are put forward.The research uses SPSS 13.0 and AMOS 7.0 statistical software to analyze the survey data, and came to the following conclusions:(1) By employing exploratory factor analysis, this research develops the measurement scales of the perceived service quality in internet-shopping services. The proposed scale comprises a parsimonious 21 items which span five dimensions: accessibility (6 items), reliability (5 items), low price quality (2 items), Tangible (4 items), Empathy (4 items).(2) Accessibility, reliability and low price quality positively and significantly influence customer satisfaction; Tangible and Empathy don't significantly influence customer satisfaction;(3) accessibility and low price quality positively and significantly influences behavior intention; customer satisfaction appears to play a potentially significant mediating variable in accessibility——behavior intention chains; Tangible and Empathy don't significantly influence on behavior intention;(4) Customer satisfaction positively and significantly influences behavior intention.The conclusion of this article has some practical significance for the management study. This paper shows that accessibility, low perceived quality and reliability of the three factors affecting customer satisfaction and conduct intention are three key factors. Thus, for the website providing shopping network, it is necessary to continuously improve the services covered by the three factors, and establish "focus on maintaining and improving customer satisfaction and loyalty of existing customers rather than the new" relationship marketing in order to attract more customers to come shopping network..The paper on the perception of the service quality, customer satisfaction and conduct intention, will conduct a constructive relationship between the study and exploration. Despite a certain amount of study results, but by the lack of my theoretical knowledge and research skills and abilities research resources of this study, there are still some limitations. Such as the number of samples of the space shortage and Internet shopping does not take into account additional factors that affect customer satisfaction. Research by others hope to make up for these limitations and shortcomings.