With the rapid development of the Chinese Internet industry and the continuous improvement of people’s living standards, the Chinese e-commerce industry has also developed at an alarming rate, reaching a level that attracts worldwide attention. Due to the popularity of online shopping, abundant companies have stepped into the e-commerce industry, leading to increasingly fierce competition in this industry, which requires e-commerce enterprises to find new marketing perspectives and form their own competitive edges. Among the different sales stages, we focused on the after-sales service stage, trying to study the impact of after-sales service quality on customer repurchase intention. Through investigation and research, it was concluded that after-sales service can be divided into reliability, tangibility, responsiveness and simplicity, and how after-sales service affects customer repurchase intention was explored from these four perspectives respectively. It was confirmed that reliability, tangibility, responsiveness and simplicity all have a positive impact on customer repurchase intention, with responsiveness having the largest influence while tangibility having the least. The completion quality and speed of the after-sales service positively affect customer repurchase intention, with the completion quality exerting a greater impact than the completion speed. The above research results can provide new marketing ideas for e-commerce enterprises.

Junwen Huang. Influence of After-sales Service Quality Offered by E-commerce Enterprises on Customer Repurchase Intention. Academic Journal of Business & Management (2019) Vol. 1, Issue 2: 22-36. https://doi.org/10.25236/AJBM.190118.

[1] Gronroos C(1982). Strategic Management and Marketing in the Service Sector, Helsingfors: Swedish School of Economics and Racine-Administration.
[2] Lehtinen U, Lehtinen J R(1982). A Study of Quality Dimensions. Service Management
Institute, vol.5, no.3, pp. 25-32.
[3] Parasuraman, A., Zeithaml, V.A. and Berry, L.L.(1998). SERVQUAL: a multi-item scale for measuring consumer perceptions as service quality .Journal of retailing, vol. 64, no.1, pp. 36-39.
[4] CRONIN J J(192). Measuring service quality: a reexamination and extension. Journal of Marketing, no.6, pp.55－68
[5] Parasuraman,A., Zeithaml,V., Malhotra, A(2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research: J SR. Thousand Oaks, vol. 7, no. 3, pp.213-219.
[6] Joel E. Collier,Carol C. Bienstock: Measuring Service Quality in E-Retailing. Journal of Service Research, 2006, no.26, pp.261-262.
[7] Shahrouz Shahrouzifard, Morteza Faraji(2016). After-sales service quality as an antecedent of customer satisfaction. Accounting, no.2, pp. 81–84
[8] Woodruff, R.B(1997). Customer, Value: the Nest Source for Competitive Advantage. Journal of the Academy of Marketing Science, vol.25, no.2, pp. 139-141