Impact of E-service Quality in Chinese C2C Markets upon Customer Loyalty——Taking Customer Satisfaction and Customer Value as Mediators

This study proposes an integrated research model which puts E-service quality,customer satisfaction,customer value,and customer loyalty into a unified framework,reveals the interaction mechanism among E-service quality of C2C trading websites and online sellers,customer satisfaction,customer value,and customer loyalty.This study carries out questionnaire surveys to the online shopping users in the Chinese C2C markets,sets up the structural equation model,uses confirmatory factor analysis to assess the various research hypotheses.The results of this study finds that:(1) E-service quality of C2C trading websites has a significant positive influence on customer satisfaction and customer value,(2) E-service quality of online sellers has a significant positive influence on customer satisfaction,but its influence on customer value is not significant,(3) both customer satisfaction and customer value have a significant positive influence on customer loyalty,(4) this paper confirms the mediating effect of customer satisfaction and customer value between E-service quality of C2C markets and customer loyalty.The results of this study provide some certain references for the decision-making of C2C websites and online sellers to improve service quality and customer loyalty.