A Structural Model Presentation of the Relationships Among Customer Perception, Service Quality, Security, Loyalty, and E-commerce Success
محورهای موضوعی : Artificial Intelligence Tools in Software and Data EngineeringMOHAMMAD MAHDI ASMAND 1 , javad mohammadzadeh 2
1 - Department of Computer Engineering, SR.C, Islamic Azad University, Tehran, Iran.
2 - Department of Computer Engineering, Ka.C, Islamic Azad University, Karaj, Iran.
کلید واژه: customer loyalty, e-commerce success, structural model, service quality, security,
چکیده مقاله :
Abstract— The current research aims to present a model to investigate the impact of customer perception of service quality and security on loyalty and e-commerce success. To achieve this, the study utilizes a combination of behavioral and perceptual customer analyses. Data were collected through two distinct channels:
- Transactional Data Analysis: Initially, over 1,067,000 purchase transactions from an online store were analyzed using the RFM model (Recency, Frequency, Monetary) and the K-Means algorithm to identify distinct behavioral clusters.
- Perceptual Data Collection: Secondly, perceptual data were gathered through a questionnaire randomly distributed among the customers of an active e-commerce business.
The results of the RFM analyses demonstrated that a small segment of customers generated a significant share of the revenue (Pareto Principle), and that some customers were at risk of churn due to a long interval since their last purchase. Furthermore, the statistical analyses derived from the questionnaire data revealed that a positive perception of service quality and security has a significant impact on increasing loyalty, and that loyalty plays a critical mediating role in business success. This research demonstrates that integrating transactional and attitudinal data can serve as an effective tool for designing targeted marketing campaigns, improving the customer retention rate, and ultimately enhancing e-commerce success.
Abstract— The current research aims to present a model to investigate the impact of customer perception of service quality and security on loyalty and e-commerce success. To achieve this, the study utilizes a combination of behavioral and perceptual customer analyses. Data were collected through two distinct channels:
- Transactional Data Analysis: Initially, over 1,067,000 purchase transactions from an online store were analyzed using the RFM model (Recency, Frequency, Monetary) and the K-Means algorithm to identify distinct behavioral clusters.
- Perceptual Data Collection: Secondly, perceptual data were gathered through a questionnaire randomly distributed among the customers of an active e-commerce business.
The results of the RFM analyses demonstrated that a small segment of customers generated a significant share of the revenue (Pareto Principle), and that some customers were at risk of churn due to a long interval since their last purchase. Furthermore, the statistical analyses derived from the questionnaire data revealed that a positive perception of service quality and security has a significant impact on increasing loyalty, and that loyalty plays a critical mediating role in business success. This research demonstrates that integrating transactional and attitudinal data can serve as an effective tool for designing targeted marketing campaigns, improving the customer retention rate, and ultimately enhancing e-commerce success.
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