Empirical Study Of Effects Of E-service Quality On Customer Satisfaction In Context Of C2C

In China, the model C2C of e-commerce shows a strong development momentum in theonline shopping market and the share of the market has accounted for more than90%. Therapid expansion of the market of the C2C e-commerce has led to a growing number of C2Ce-commerce platforms, and thousands of e-commerce online shops joining to the platforms,forming a situation competition between a platform and a platform, an e-shop with ane-shop. In the fierce competition, satisfied customers most likely are the source of theearnings of a corporation in the process of shopping. To the growing number of e-stores, inorder to survive and develop in the market of fierce competition and to maintain goodachievement of sales, it is necessary to improve the quality of service level, make customersatisfaction for the corporation purpose, retaining old customers and attracting newcustomers, and keep the market share. To an e-commerce platform, the current mode ofoperation of the C2C e-commerce platform is a single one and easy to copy, it is not easy tochange the status quo on the market in very similar market. Only to highlight the customerservice available can reflect the characteristics of the different sites. For this, this paperresearch on service quality and customer satisfaction in C2C environment.This paper first introduces the relevant theoretical background and practical background,the purpose and significance of the study, investigating the different dimensions of servicequality of C2C e-commerce platform on customer satisfaction and the different dimensionsof service quality of C2C e-store on customer satisfaction in the C2C e-commerceenvironment, hoping to enhance the service quality level of C2C platforms and e-storesservice levels and to provide some reasonable strategy proposals. After deciding theresearch content, this paper identified a combination of theoretical analysis and empiricalresearch, dividing the research process into two stages: the first stage, after sufficienttheory research of the areas of service quality and customer satisfaction, summed up thefeatures of C2C transactions, C2C e-commerce platform and e-store domestic and establisha service quality evaluation model based on the transaction process in C2C e-commerceplatform, C2C e-store service quality transaction-based evaluation model,and consumersatisfaction evaluation model in C2C shopping process, and collected a small sample surveydata to be verified by rigorous mathematical analysis (reliability analysis and confirmatoryfactor analysis); the second phase, through the collation of the extensive literature,found the mutual influence of the two research areas and the two research areas are indivisible. InC2C environment, assume that the assumptions of the model between the C2C e-commerceplatform and customer satisfaction and the model between the e-store and customersatisfaction, and boldly proposed the hypothesis that customer satisfaction of C2Ce-commerce platform and customer satisfaction of e-store have the mutual influence, usingthe structural equation model to update the model with the big sample survey, andeventually establish the multi-dimensional relationship model between the service qualityand customer satisfaction in C2C environment, combining with C2C e-commercedevelopment status in China, indicating some proper advices for C2C e-commerceplatforms and e-stores.