Author(s)

Luo Hongmei

Corresponding Author

Luo Hongmei

Abstract

It is very important for enterprises to improve marketing performance and customer loyalty. With the rapid development of online shopping applications in electronic commerce, loyal customers can bring profits and competitive advantages to enterprises. This paper measures customer satisfaction through product satisfaction and service satisfaction of online shopping, and uses structural equation model to study the impact of the three on customer loyalty of College students. The study found that the emotional connection between customers and online brands, the service response and trust of merchants have a significant impact on customer loyalty. Finally, some suggestions for improving the loyalty of online shopping customers are put forward.

Keywords

Customer Loyalty, Service Satisfaction, Influencing Factors