Research On The Relationship Between The Quality Of Search Engine Service And Users' Satisfaction

Withthe rapid development of mobile business applications,Internet applications pay more attention on how to enhance the users' experience and be close to the daily life.Search engine as an important medium to connect the Internet and users,will play an important role in the future development of new media.Therefore,it is a hot topic to study the quality of search engine service from the core perspective of customer satisfaction.With the rapid growth of network users,the demand for service quality of search engine will be higher and higher.Based on the development of search engine at home and abroad as well as the future research direction,a large number of research scholars on the search engine service quality evaluation research literature are read.From which some opinions are related to our researches and some suggestions are made toincrease users' satisfaction when using Baidu search engine.Firstly,the domestic and foreign search engine service quality evaluation view and the satisfaction theory are compared through the method of literature induction,which is an important theoretical basis of our researches that construct the model between the search engine service quality and the users' satisfaction.The nine domestic online search engine traffic data,user viscosity and Alexa ranking are counted through the national data center website,and ultimately selected "Baidu" search engine as the research case.Secondly,from six perspectives including user expectations,guarantee,efficiency,mobility,reliability and responsiveness of Baidu search engine questionnaire are designed and the original data are sorted.The search engine quality of service from6 dimensions including 29 indicators is retained after the verification of the reliability and validityby data analysis software SPSS.Finally,combining with the current situation of the Internet,Baidu search engine analyzed on how to stand out from othersimilar search engines.Suggestions are as follows:improve their quality of service to attract more users to make suggestions effectively;control of the results of access system and improve the quality of web contentreasonably;develop personalized service and promote the image of company constantly;set up web site features reasonably and satisfy the requirements of the users to a maximum;strengthen the cooperation between engines and achieve the connectivity of all of the Internet resources.Through the correlation model and index system construction in Chapter 4,andcorrelation and regression analysis of relationship model,we can conclude that the response quality dimension has a direct impact on customer satisfaction in Baidu search engine service quality measurement,and the reliability,mobility and assurance of customer satisfaction has a significant positive impact.Efficiency and user expectations are not significantly affected the customers' satisfaction,which is coincide well with the researches of other scholars.Empirical studies confirm that most ofthe dimensionsin search engine quality assessmentare ofsignificant impact on customer satisfaction.