Study on Relationship of Cyber Customer Satisfaction and Loyalty
Yong Yang
Journal of Information Security Research, Vol. 6, No. 4, 2015.
DOI: 
Link: http://www.dline.info/jisr/fulltext/v6n4/v6n4_3.pdf
Abstract:
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.