Empirical Study On Customers' Zone Of Tolerance Of Service Quality In C2C Online Shopping

In recent years, C2C e-commerce has made great development in our country, gradually rooted in a considerable number of netizens'life, and become one of key growth point in the area of e-commerce, this new type of commercial forms, not only provide more abundant product selections, and become a new choice for more entrepreneurial, due to its low cost and relatively considerable income, the number of C2C e-store is increasing. However, there are some questions during the rapid development process, such as not understanding customers'needs accruatly cause dissatisfied sellers'provided service, less repeat purchase action and so on. Facing the good development opportunities and emerging issues, the C2C e-store operators who want to have competitive advantages in the fierce competition market, must consider in depth to understand customers'expectations and demands, improve service quality and service level, keep old customers and attract new costomers, keep the online market share, to get long-term survival and development.Based on summary of previous studies, combined the traditional customers'zone of tolerance research framework with the characteristics of C2C online shopping, proposes this paper's theoretical model. Group the C2C E-S-QUAL into six distinct dimensions:tangibles, reliability, responsiveness, assurance, empathy and compensate. Sum up four variables which influence customers'zone of tolerance in online shopping, they are the importance for different dimensions of service quality, the experiences of onling shopping, the satisfaction in the past online shopping experience and customers'involvement of online shopping, and through empirical way inspected the hypothesis. After statistics analysis, the following conclusions were made, customers'zone of tolerance which vary for different service dimensions under Internet environment, for the more important dimension, such as reliability and assurance, customers'zone of tolerance are more narrow, adequate expectations and desired expectations are more higher; customers who have rich experiences of online shopping, have higer levels of adequate expectations and desired expectations; According to customers who have experience of onling shopping, the satisfaction in the past online shopping experiences and the involvement of online shopping have a significant netative impact on zone of tolerance, and signigificant positive impact on adequate expectations and desired expectations.Finaly, according conclusions of this study, give some suggestion to the C2C e-store for understand customer expectations, improve the service quality and maintain customer satisfaction.