An Empirical Research On The Relationship Among Customer Perceived Value, Customer Satisfaction And Customer Loyalty In B2C E-commerce Model

In recent years, with the popularity of the Internet, e-commerce industry has beenrapid development of the rapid growth of B2C business. E-commerce to create a neweconomic model is changing people’s lifestyles and shopping habits, more and morepeople like online shopping. At present the majority of B2C companies are focusingon attracting new customers, but they ignore the establishment of customer loyalty.Due to the low switching costs and network rich in natural resources and other factors,the customers of the online shopping very easy to change the buy object of loyalty tothe company greatly reduced. B2C businesses to focus only expand the user base anddid not deal with customer value, customer satisfaction and customer loyalty, alsocontributed to the main reason for the B2C business is not profitable. Therefore, onlya correct understanding of the various dimensions of customer perceived value, toascertain the perceived value and customer satisfaction, the relationship betweencustomer loyalty, reduce customer churn, and thus gain a competitive advantage toestablish a stable relationship between consumers and B2C businesses.In context of the customer perceived value theory, the theory of customersatisfaction and customer loyalty research-based B2C e-commerce businesses toexplore the perceived value of customers in the B2C e-commerce mode constitute adimensional model and dimensions and customer satisfaction, the relationshipbetween customer loyalty model. In concluding the domestic and foreign scholars onthe basis of the results of theoretical studies on customer perceived value, combinedwith e-commerce mode, online shopping behavior characteristics of the customer,B2C e-commerce model, customer perceived value is divided into four dimensions,respectively: the functional value perceived costs, emotional value, social value, andconstitute a dimensional model was validated through factor analysis of empirical research methods. Further verification by means of regression analysis model of therelationship between various dimensions of CPV and the CS, CL, get the conclusion:customer satisfaction and customer perceived value of each dimension can be a directimpact on customer loyalty, and customer satisfaction but also customer value in eachdimension indirect effects of customer loyalty.This study will help B2C companies to take advantage of online shoppingcustomer really needs, in-depth understanding of customer value judgmentpsychological, reflecting the core values of the customer to pursue, in the case oflimited resources to provide customers with a higher perceived value than thecompetition. And further clarifies the customer perceived value dimensions andcustomer satisfaction, customer loyalty relationship, in order to develop appropriatemarketing strategies to gain and maintain the online shopping customer loyalty,thereby enhancing the profitability of the B2C business, to further promote China’sB2C e-commerce industry developments.