Research On The Relationship Between The Service Quality Of B2C E-commere And Brand Equity

Under the rapid development of the Internet and information technology,e-commerce was born and accepted by the customers,online shopping consciousness gradually enhanced in recent years.In 2011,fewer than 200 million online consumers existed,but more than 500 million-almost half of China's population in 2016.With the development of Internet commerce,this convenient shopping way will infiltrate into every family and every age group.Based on the Chinese huge population,the development of e-commerce market with considerable potential.With the development trend of B2C e-commerce,the homogeneity of products and services will no doubt make increasingly fierce competition between different electronic business enterprises.Any tangible market competitive advantage will be gradually imitated so as to lose its competitive advantage,only invisible market competitive advantage is difficult to imitate,so the service quality of e-commerce is becoming an important factor for the enterprises to attract customers and retain customers in order to enhance the brand equity.The research subject of this paper is the relationship between the service quality of B2C e-commerce enterprise with its brand equity,and results were concluded through empirical analysis.First of all,based on the research in this field of both domestic and overseas,select different dimensions of service quality and brand equity.Then analysis each dimension in-depth.Then build the model called the impact of service quality on brand equity and use SPSS software to carry on the empirical analysis.According to the data analysis results,relevant conclusions were conducted.In the end,I try to summary the feasible management advices for B2C e-commerce enterprise to enhance the brand equity.Results show that seven dimensions of service quality have different impact on the four dimensions of brand equity.Especially the reliability and safety of the service quality have greater impact on brand equity.This research help the e-commerce enterprises get a better understanding of the relationship between its service quality and brand equity and consequently to enhance its advantage by provide better service.