| Service encounter is an important influencing factor for customer satisfaction, andit is formed in a series of contact during online shopping. Customer satisfaction is a keyindicator of service quality. Research has shown that customer with high satisfaction ismore loyal to service provider, and they are willing to spread positive word-of-mouth toothers, thus bringing more profits for providers. A number of existing literatures studyhow human encounter impacts on satisfaction, while service via website has manydistinct characteristics, thus it is necessary to discuss service encounters in websitebackground. Firstly, this can give a clear map of the current situation of e-commerceservice. Secondly, study the relationship between service encounter and satisfaction ine-commerce service and probe into the mechanism of satisfaction can providetheoretical basis to improve service quality and customer experience.This article first reviews theory of service encounter and customer satisfaction, andtheir measurements and assessment models. Based on three-stage of service encounter,we map the process of online shopping and analyze service encounters in this process,and then divide service encounters into four categories: word-of-mouth encounter,tech-encounter, human touch and outcome encounter, then a conceptual model isproposed. Measurement in this article is composed of two parts, one is from existingarticles, and the other is extracted from customer comments. We carry out factoranalysis employing SPSS19.0, check reliability and validity, and then get the formalmeasurement. Through regression analysis, this article shows how each encounterattributes impacts on customer satisfaction.Besides, this article carries on important and performance analysis, exhibiting thecurrent situation of encounter attributes and how they should be improved. In the last,some suggestions are proposed for e-commerce enterprises. |
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