Study on Relationship of Cyber Customer Satisfaction and Loyalty

摘要

With the rapid development of Internet technology, cyber shopping has become the major current of customer buying. Hyper competition requires the sellers to find effective way to break through from the cyber marketing; as the effective way to achieve competitive advantage, the customer loyalty has been the concentration of scholars and entrepreneurs. This paper attempts to study on the relationship between customer satisfaction and loyalty in cyber shopping to form the construction system of customer satisfaction and loyalty, which is aiming for giving guideline on marketing practice and enhancing customer share. Through deep analysis on the relationship of satisfaction and loyalty, being affected by customer trust, the relationship model is constructed; further to that, the statistical analysis will be performed to draw the conclusion. This article studies on the customer in cyber shopping and applies the factor analysis to form two customer perceived value factors, specifically, the price advantage and customer personality; and two cyber service elements are summarized in the paper: website designing and information quality. The structural equations model is performed to analyze the relationship of cyber customer satisfaction and loyalty, the interactive function by customer trust is verified.