Research On The Factors Influencing E-customer Loyalty Of S Company

E-commerce of furniture is an irresistible trend.Many furniture manufacturers have been involved in e-commerce for a long time,and they are familiar with online furniture operation now.With the continuous maturity of the furniture e-commerce industry,the time when companies rely solely on network flow to obtain huge profits is passing.In order to increase competitive advantages,furniture e-commerce must change their focus from attracting more customers to cultivating more loyal customers.S company is a medium-sized furniture e-commerce company,whose main business is producing and selling ergonomic seats.The purpose of this research is to explore the factors influencing E-customer loyalty of S company,so as to find ways to improve S company's customer loyalty.This study provides a theoretical basis for S company to improve customer loyalty,and it will also have reference significance for other furniture e-commerce companies.Based on literature review,this article puts forward a theoretical model of factors influencing E-customer loyalty for S company,designs the research questionnaire scale by referring to other scholars' scales,then collects data through Wenjuanxing,an website for questionnaire survey and finally uses online SPSS software to carry out data analysis to testify and modify the theoretical model.This study designed nine variables as the influencing factors of E-customer loyalty,including product value,price advantage,customer service quality,logistics service quality,installation convenience,after-sales guarantee,customer satisfaction,customer trust,search cost.Among them,installation convenience is a factor creatively proposed by this article from the perspective of E-trade process.In validity analysis,because customer satisfaction and customer trust are intertwined and cannot be distinguished,the two variables are combined into a variable,called customer relationship quality.The results of this research show that:(1)product value,price advantage,installation convenience,after-sales guarantee,customer relationship quality and search cost are the six factors that influence S company's E-customer loyalty;(2)customer service and logistics service quality have no significant influence on S company's customer relationship quality and customer loyalty.(3)Price advantage,installation convenience,after-sales guarantee indirectly affect loyalty through customer relationship quality,customer relationship quality and search cost directly affect loyalty,product quality can directly affect customer loyalty and indirectly affect loyalty through customer relationship quality.Based on the above research results,combined with the actual situation of S company,this article puts forward four suggestions for S company to improve customer loyalty:(1)optimize product design;(2)provide personalized services;(3)pursue high cost performance;(4)improve brand awareness.