Study Of Customer Satisfaction And Loyalty On E-Commerence

As Internet economy approaching, on-line shopping is attracting much more consumers. Since the market competition is further fierce, internet merchants are urgent to find the way of gaining competitive advantage. Customer loyalty as one of the ways to gaining competitive advantages has been focused on by scholars and the entrepreneurs. This paper tries to do the research of analyzing the relation of the customer loyalty and the customer satisfaction under the electronic commerce shopping environment, and then putting forward the composing system of the customer's satisfaction and customer's loyalty under the environment of e-commerce. It could be expected that this kind of study is able to provide suggestion and guide for Internet merchant.First, the paper discussed the purpose and object of customer satisfaction and loyalty research under the electronic commerce shopping environment, then the research gives the present conditions and meanings and textual research structures and process; The next step is looking back the loyalty research result of the development process and the customer satisfactions and customers of the electronic commerce; Furthermore, pass the thorough analysis to the electronic commerce shopping mode the bottom the satisfied and honest relation of customer, and the customer trust to two relate to of hand over with each other function, the first step set up the electronic commerce shopping mode satisfied and loyalty relation model of customer; the conclusion of this research is given by investigate the analysis through a series of careful covariance.This paper passes the investigation to the electronic commerce shopping environment, with the usage of factorization got two concrete factor of customer perception, respectively is: the price advantage and customers characteristic; Get the main factor of two networks service quantity is the website design and information quantity. And use of structural equation model to analyze the relationship between customer satisfaction with the customers loyal, and authenticated the relationship between the customer confidence in the verification of customer satisfaction and customer loyalty.According to the result that substantial evidence study, this paper system discussed the electronic commerce shopping environment satisfied composing dimension of customer: The customer perception and the network service quantities, and the content of each dimension, provided the basis advices for the network company's marketing activity.