Research of the Relationship of E-service Quality, Customer Satisfaction and Customer Loyalty in C2C Online Shopping

There are five major findings by using confirmatory factor analysis and structural equation modeling technique through survey data: (1) The service quality of C2C online shop is affected by four dimensions which are Web design, ease of use, reliability, and customer service; (2) The individual dimensions of service quality influences the customer satisfaction significantly positively; (3) The dimensions of ease of use and reliability influence the customer loyalty significantly positively; (4) The dimensions of web design and customer service influence customer loyalty indirectly by customer satisfaction; (5) The customer satisfaction significantly affects the customer loyalty. The results of this study have important meanings for managers of online shops to improve the customer loyalty. Online stores can devote valuable resources to the important e-service quality attributes identified by this study. At last, the directions of further research are suggested.