Influence of Service Quality of Agricultural Products E-Commerce Platform on Customer Loyalty - The Mediating Role of Customer Engagement

Abstract

With the popularity of computer networks and advances in information technology, online shopping has become a major way. The net purchase of agricultural products is becoming a new growth trend. The speed of China's agricultural development of the electronic business platform is very fast, from the customer's perspective on how to improve the experience and level of service of the electronic business platform to achieve engagement and loyalty, become the focus of attention of scholars. Existing research results show that electronic service quality directly affects customer loyalty. Based on existing theory, this paper focuses on the influence of electronic service quality and customer loyalty. At the same time, customer engagement is also considered and together established a new model. The empirical test is conducted by using the data processing software SPSS 26.0 and AMOS 24.0 to analyze the 433 questionnaires gained from random interviews and online fill out. AMOS (version 24.0) was used to estimate both the measurement and structural models. The test shows that the electronic service quality (process quality, outcome quality, recovery quality) has a prominent positive effect on customer engagement and so does the engagement to loyalty. Service recovery quality can not only directly affect customer loyalty, but also indirectly affect customer loyalty through customer engagement, while service process quality and service result quality affect customer loyalty through customer engagement. On one hand, these theories rich the traditional customer relation model by introducing customer engagement as an intervening variable, which is more correspondent to the current online shopping environment. On the other hand, this paper is conducted with the premier of electronic agriculture product business background, the result can supply some practical management advice for developing customer loyalty in this field. This paper takes the e-commerce platform of agricultural products as the research object, verifies the strengthening effect of service quality on customer loyalty, and predicts customer loyalty through the fit between service quality and customer. The research results provide ideas and theoretical guidance for the development of customer loyalty on the e-commerce platform of agricultural products, and also lay a foundation for the further maintenance of loyal customers, which has certain guiding significance. This paper analyzes the different dimensions of service quality of agricultural products e-commerce platform and the influence path of customer loyalty through customer engagement. Although the research of this paper extends the research of customer loyalty of agricultural products e-commerce platform to a certain extent, there are still the following deficiencies, and as the direction of further research.