Empirical Study Customer Retention in Pre-purchase Stage Based on E-Service Quality Model

摘要

This paper develops a conceptual model based on e-service quality model to investigate causal relationships between e-service quality and customer retention in pre-purchase stage in China. The proposed model is tested in an online survey by a countrywide database. The structural equation modeling is applied to analyze the data. Results show that efficiency, fulfillment and responsiveness have a significant and positive effect on revisit intention and recommendation intention. Efficiency and fulfillment are the most critical, and equally important, facets of Web site service quality. Customers' assessments of a Web site on these two dimensions have the strongest influence on overall quality perceptions. Efficiency has the most effect on revisit intention which brings managers attention to the ease and speed of accessing web site. Fulfillment has the most impact on recommendation intention. Responsiveness also positive effects revisit intention and recommendation intention. In addition, empirical results gainsay privacy and contact positive effects revisit intention and recommendation intention.