| In recent years, the B2 C market is continued growing rapidly and has become the main driving force of the development of online-shopping market. In order to survive and develop in the fierce competition, differentiated competitive advantage is necessary for B2 C enterprises. Improving the quality of the website and increasing customer loyalty is one of the important ways for B2 C enterprises to breakthrough the bottleneck of the development.According to the previous studies, website quality is classified into four dimensions which are system quality, information quality, interactive feedback and safety. On basis of the hypothetical relations, we construct the theoretical model of the influence of website quality to customer loyalty. And discuss the influence mechanism of B2 C enterprise customer loyalty. The main results are described as follows: The four dimensions of website quality have positive effect on customer loyalty. Website quality could promote customer loyalty through customer experience and customer satisfaction. Good customer experience has a positive impact on customer satisfaction.Based on the results of data analysis, B2 C enterprises could improve the management of website quality to increase customer loyalty by promoting customer experience and customer satisfaction. By doing this, B2 C enterprises could remain invincible position in the fierce competition in the market. |
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