Research On The Relationship Between WeChat E-Service Quality And Consumer Loyalty

Mobile electronic services have been more and more popular among customers due to its convenience and flexibility, which have formed a huge mobile electronic services market. However, extremely low customer switching cost enables consumers with increasingly personalized and diversified needs to trynew mobile electronic services, making the competition for customers among mobile electronic service operators drastic. To cultivate customers’ loyalty has become the core of the survival and development of mobile electronic service operators. Therefore, to provide services of good quality, high efficiency and strong competitiveness has become effective measures for the MIM service operators to compete for the mind of consumers and increase the stickiness of consumers.Based on the perspective of customer perception and the development scale paradigm put forward by Churchill, this thesis targets the WeChat as the research object and employs tools such as statistical analysis and empirical research methods. Through thorough market investigations, an index system evaluating the E-SQ of WeChat in accordance with the domestic mobile network environment, the MIM development features and user behavior customs is proposed, MIM-E-QUAL Scale, which can verify the validity and reliabilityof the scale. Based on this, the results of MIM-E-QUAL are used to construct thecustomer loyalty model of WeChat, in which the intervening variable, customer satisfaction, is introduced to divide the customer loyalty into two variables,attitude loyalty and behavior loyalty. A structural equation model is used to further explore the mechanism that the E-SQ of WeChat acts on the customer loyalty. It is concluded that six dimensions of the MIM-E-QUAL Scale are ease of use, enjoyment, reliability, personalization, assurance, and perceived price level, which is ranked according to their influence on E-SQ. In addition to assurance, the other five dimensions directly or indirectly affect customer loyalty. Meanwhile, reliability, personalization and ease of use significantly affect customer satisfaction, which further influences attitude loyalty and behavior loyalty. Personalization, perceived price level and ease of use significantly influence attitude loyalty whilepersonalization, enjoyment,perceived price level and ease of use significantly influence behavior loyalty.Thus, the suggestion for the MIM service operators to increase customer loyalty is that the needs and preferences of users should be understood so as to create more values for users and improve satisfaction;the security and stability of the hygiene factors should be ensured and then incentive factors are adjusted and controlled so as to improve the customer loyalty; the maintenance of old customers should be provided with more diversified value-added services, and limited resources should not be invested too much in the development of new customers; E-SQ should be highlighted while the primary and secondary priority of each dimension of E-SQ should be reasonably allocated; unique function with convenience and flexibility should be developed to improve the proportion of theattitude loyalty in the total loyalty.