THE IMPACT OF CUSTOMER VALUE AND INTERNET SHOPPING MALL ON CUSTOMER LOYALTY AND CUSTOMER SATISFACTION

摘要

With the development of the internet, internet shopping is taking its place as one of digitalization's industries which transcends time and space beyond the scope of commercial activities as the means of goods sales and purchase. We studied the relations of customer value, the environment of internet shopping mall, customer satisfaction and loyalty. Customer value is customers' subjective evaluation, which is formed after their purchasing and consuming. Customer satisfaction can be characterized as post-purchase evaluation of product quality given pre-purchase expectations. Customer loyalty is a potentiality or ensure of a durative relationship between customer and enterprises. Customer satisfaction functions as an antecedent of customer loyalty, while customer value does customer satisfaction. It prevents customer churn and consolidates retention, thereby constituting an important cause of customer loyalty. This study shows that customer value, the environment of internet shopping mall and customer satisfaction are each found to have a direct effect on customer loyalty. The results provide empirical support for a relation between customer satisfaction and loyalty. The primary purpose of this study is to increase customer satisfaction and customer loyalty in internet shopping malls. We believe that only high quality based customer programs accompanied by well designed loyalty programs can be effective in increasing customer retention.