중국 B2C 전자상거래 플랫폼의 서비스 품질이 고객만족도 및 고객신뢰에 미치는 영향에 관한 연구

Purpose The main purpose of this study is to find out the service quality factors that affect customer satisfaction and customer trust on the B2C e-commerce platform in China. Design/Methodology/Approach By analyzing the service quality, customer satisfaction, and customer trust of the B2C e-commerce platform, its measurement model can be determined. On this basis, we put forward research recommendations and established an empirical research model. Findings The results of this study are as follows: First, product price, product quality, product diversification, logistics, product after-sales service, platform availability, and platform interaction of B2C e-commerce platforms have a positive direct impact on customer trust and customer satisfaction. Secondly, customer satisfaction has a positive and direct impact on customer trust. Finally, on the basis of the research results, this paper puts forward some suggestions on how to improve the service quality of B2C e-commerce platform. Research Implications In order to survive in the fiercely competitive B2C e-commerce market, it is very important to strengthen customer satisfaction and customer loyalty by improving service quality in the B2C e-commerce market. Therefore, this study extracted 8 service quality factors that affect Chinese consumers’ use of e-commerce platforms, such as product price, convenient platform, product quality, product diversification, logistics, product after-sales service, platform availability, and platform interaction, and learned how service quality factors affect customer satisfaction and trust, thereby improving customer satisfaction from the perspective of platform operators. For this reason, the policy implications of the need to improve service quality factors are put forward.