Measuring the Influence of C2C Seller Service Quality on Customer Behavioral Intention

Abstract

Nowadays, C2C e-commerce has been developing unprecedentedly in China, but scholars’ attention to the service quality of C2C Web stores needs to be improved. On the basis of previous studies, from the perspective of C2C Web shop/seller and the whole process of online shopping, this study proposes Web shop/seller service quality includes Web shop/store design, customer service/responsiveness, fulfillment/reliability and Web shop/seller reputation four dimensions. The research is designed to explore how the C2C Web shop/seller service quality affects customers’ perceptions of customer/online shopping satisfaction, trust, and ultimately contributes to customer behavioral intention in the C2C Web shop/seller setting. Findings suggesting that customer/online shopping satisfaction and trust (except fulfillment/reliability two dimensions), enhanced by the individual dimensions of C2C seller service quality, positively influence customer behavioral intention. Besides, based on the background of C2C Web shop/seller, the strong impact of online shopping/customer satisfaction on trust has been further proved. The implication for C2C e-service sellers is that they must paying full attention to each dimension of service quality and respect every customer, which is very crucial to improve customer relationship quality, win customer long-term loyalty and form the long-lasting Web shop competitive power.