Influence of Service Quality of Agricultural Products E-Commerce Platform on Customer Loyalty - The Mediating Role of Customer Engagement
AUTHORS
Ning Hu,Business School, Shandong Jianzhu University, Jinan 250101, China
Xi Chen*,Business School, Shandong Jianzhu University, Jinan 250101, China
Ning Zhang,Business School, Shandong Jianzhu University, Jinan 250101, China
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.
KEYWORDS
E-Business platform of agricultural, E-Service quality, Customer engagement, Customer loyalty
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