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| Service Quality and Customer Loyalty Perception——Based on the Relationship Virtual Community |
| Yi Famin1,Lu Cuiqin2 |
| College of Economics and Management,South China Agricultural University,Guangzhou 510642,China |
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Abstract This paper analyses the influncing factors of service quality perception evaluation in relationship virtual communities.It also investigates the community customers ,service quality perception and loyalty.It proposes three paths to promote customers loyalty.Firstly,customer service management improvement→ customer satisfaction → customer loyalty.Secondly,extra function and services provision→value perception→ customer satisfaction → customer loyalty.Thirdly,more attention to webpage design and content→service quality perception→ customer satisfaction → customer loyalty.Therefore,‘Customer Satisfaction is positively related to loyalty,and ‘Customer Service Management is the most direct and efficient path to promote customer loyalty.Privacy and restrictions will affect the users service quality perception.
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Received: 17 December 2012
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2013, Vol. 1 
