The Impact Of E-Service Quality Of Telecommunication Industry On Customer Satisfaction And Behavior Intention

With the fierce competition of telecommunication industry in our country and the rapid development of Internet worldwide, operators have paid more attention to its e-commerce compared to the traditional offline service. The e-service quality has become a significant factor which reflects the advantage of company service. In this condition, operators need to attract and reserve more customers by improving their e-service quality in order to maintain and improve customer satisfaction and customer behavior intention. The e-service quality of telecommunication industry retains some features of the traditional service and e-service quality as well as possesses several unique factors. Therefore, we need to establish new scale to measure the e-service quality of telecommunication industry.This paper studies the literature of the e-service quality, customer satisfaction and customer behavior intention. We establish the model of e-service quality of telecommunication industry by studying the influence factors of e-service quality of telecommunication industry. This model includes five basic dimensions:usability, security, empathy, convenience and compensation. Then we design and use questionnaire. First, it carries out pretest of the questionnaire and uses SPSS to conduct exploratory factor analysis to the collected data. We delete the undesirable items and amend the scale by reliability analysis to test the reliability and validity. Then it carried out formal test of the corrected questionnaire. Afterwards we conduct confirmatory factor analysis by using AMOS to establish structural equation. At last, this paper verifies the influence of e-service quality of telecommunication on customer satisfaction and customer behavior intention by hypothesis testing. In the end, the theory model of this paper responds to the practical data very well. The scale of e-service quality of telecommunication industry has five dimensions which include twenty for items. By literature study and empirical analysis, the conclusion is that the usability, security, empathy, convenience and compensation have positive influence on customer satisfaction while usability and security have positive influence on customer behavior intention. At the same time, customer satisfaction has positive influence on customer behavior intention. In addition, empathy, convenience and compensation have no obvious positive influence on customer behavior intention. However, they can influence indirectly on customer behavior intention by acting on customer satisfaction.