Empirical Study on Multi-Channel Service Quality and Customer Loyalty of Retailers

IF 0.9 Q4 BUSINESS

Journal of Electronic Commerce in Organizations Pub Date : 2014-10-01 DOI:10.4018/JECO.2014100101

Yong-zhi Qi

引用次数: 8

Abstract

This paper studies the influence of offline RSSQ retailing store service quality, online store ESQ E-service quality and O2O MCISQ multi-channel integration service quality on traditional retailers' customer loyalty as well as the relation of them three in multi-channel retailing. 380 customers with both offline and online shopping experience at the same retailer's store are investigated. Through the structural equation model, we find out that in multi-channel retailing, RSSQ and MCISQ have a positive influence on customer loyalty; RSSQ and ESQ have a positive influence on MCISQ; the influence of ESQ on customer loyalty is not significant; ESQ has a strong correlation with RSSQ. These conclusions indicate that on one hand, retailers should focus more on RSSQ and ESQ, because they contribute to improve MCISQ. On the other hand, retailers should strengthen the coordination between RSSQ and ESQ in order to further enhance MCISQ and as a result, the customer loyalty.

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零售商多渠道服务质量与顾客忠诚度的实证研究

本文研究了线下RSSQ零售门店服务质量、线上ESQ门店e -服务质量和O2O MCISQ多渠道整合服务质量对传统零售商顾客忠诚度的影响以及三者在多渠道零售中的关系。该研究调查了380名在同一家零售商的门店有过线上和线下购物经历的顾客。通过结构方程模型，我们发现在多渠道零售中，RSSQ和MCISQ对顾客忠诚度有正向影响;RSSQ和ESQ对MCISQ有正向影响;ESQ对顾客忠诚的影响不显著;ESQ与RSSQ有很强的相关性。这些结论表明，一方面，零售商应该更多地关注RSSQ和ESQ，因为它们有助于提高MCISQ。另一方面，零售商应加强RSSQ和ESQ之间的协调，以进一步提高MCISQ，从而提高顾客忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Electronic Commerce in Organizations BUSINESS-

CiteScore

4.00

自引率

17.60%

发文量

期刊介绍： The mission of the Journal of Electronic Commerce in Organizations (JECO) is to provide comprehensive coverage and understanding of the social, cultural, organizational, human, and cognitive impacts of innovative e-commerce technologies and advances on organizations around the world. These impacts include those of e-commerce on consumer behavior, as well as on organizational behavior, organizational development, and organizational management. Additionally, the journal will broaden the overall body of knowledge regarding the human aspects of e-commerce technologies and utilization in modern organizations to assist researchers and practitioners to devise more effective systems for managing the human side of e-commerce in contemporary organizations.