A Study on the Relationship between Customer Value and Loyalty in ...

Abstract

In the new century, with the rapid development of Internet, online shopping has been developing rapidly, especially in C2C transactions. However, as the market of C2C e-commerce expand quickly, competition among onlineshops become more and more fierce. Practitioners begin to pay attention to the needs of their clients, stressing the value creation, communication and delivery, which is well-suited for the trend of emphasis on customer value to enhance the customer?s overall satisfaction, thereby enhancing customer loyalty.Most study on customer value for e-commerce context still can not difine the e-commerce customer valve.Researches on Customer value of traditional B2B market accounted for most of the literatures. There are fewer studies on customer loyalty of online shopping market, and the literatures on e-commerce customer loyalty is still lacking. This study empirically analyzes the relationship among customer value, customer satisfaction and customer loyalty under the situations of C2C online shopping.This study has reviewed the literature and gain three dimensions of customer value, which are product value, service value and relationship value. Product?s value continues can be divided into quality value and economic value; service value is divided into shop designed, reliability, responsiveness, ability assurance and security/privacy; relationship value is divided into the image of raputation and personal relationships. A total of 226 valid questionnaires were gathered by various forms of questionnaires. CFA was used to evaluate the Reliability and Validity of the data.Then, hypothesises are tested by path analysis, the results showed that enhancement of quality value, economic value, reliability, responsiveness, ability assurance , image of reputation and personal relationships will increase customer loyalty, while the impact of website design and security / privacy on customer loyalty was not significant. Product value, service value and relationship value has a positive impact on customer satisfaction respectively. The customer satisfaction will strongly affect the loyalty; In addition, the increasing of product value and service value would directly affect the enhancement of customer loyalty. Finally, based on the results of the study, feasible suggestions for practitioners of C2C online shop has been presented to enhance customer loyalty.

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