Research On The Influence Of Online Customer Service Quality On Customer’s Electronic Behavior Loyalty

With the rapid development of e-commerce industry,the competition among e-commerce enterprises has gradually changed from product competition to service quality competition.In all kinds of services,online customer service,as a bridge between e-commerce enterprises and customers,is an important tool for customers to provide information and display the corporate image.Based on the quality of online customer service and the customers’ electronic behavior loyalty,this paper explores the impact of online pre-sale customer service on new customers’ electronic behavior loyalty.First,based on the operation data in the database of e-commerce enterprises,this paper extracts the customers’ purchase and access behavior data to build an evaluation system of ebehavior loyalty.By issuing questionnaires to industry experts and combining with the analytic hierarchy process model,the index weight of e-behavior loyalty is determined,and the customers’ behavior loyalty value is finally calculated.Then,this paper studies the impact of online chat customer service on the transformation of customer behavior loyalty.The method of propensity score matching is used to eliminate the influence of sample deviation.,and analyzes the impact of online customer service on loyalty transformation.The results show that the use of online chat customer service can promote the transformation of customers’ behavior loyalty,and the influence of online chat customer service on women is higher than that on men.Finally,this paper discusses the influence factors of online chat customer service quality and the influence of online chat customer service on customer loyalty by constructing logistic regression model and multiple regression model.The results show that the number of words of users,the number of words of service personnel,the number of emojis,the number of messages of service personnel,the number of recommendation times are positively correlated with the quality of service,while the number of messages,reaction time,duration are negatively correlated with the quality of service.Among them,the fewer the number of user messages,the more the number of customer service words,emojis,customer service messages and personalized recommendation times,the higher the loyalty value of the subsequent behavior of the user.In addition,in terms of control variables,the behavioral loyalty value of female users and young users is higher after using online chat customer service.