Structural Equation Modeling in Online Shopping

Online customer service system has become an important tool of online marketing. At the same time, it has also become a basic part to exhibit the enterprise and to interact with visitors. It's a hot topic to find the key factors which influence perceived online customer service quality. This book lists many factors which influence online service quality and customer satisfaction from previous literature, then explores the key factors which influence perceived online customer service quality in online shopping and thus, it studied the influence of Customer Satisfaction on Customer Loyalty..The analytical results though SEM and Path Analysis of our study further indicate relationships between consumers' perceptions of the factors that influence their intention to buy through online. More specifically, consumers' perceptions of the customer service Quality with Customer Satisfaction and Customer Satisfaction of online purchasing exhibit significant relationships with their online buying intention.

Autorentext

Dr Keyurkumar M Nayak is Director of Laxmi Institute of Management, Sarigam who had presented papers in 36 International and 40 National Conferences including IIM -A, IIM K, MDI Gurgaon, and PIMR Indore. He has more than 18 years experience in academics and industry and worked as a corporate trainer and resource person for many Training Programme.