The Study on the Impaction of Customer Service Needs on Customer Behaviors in E-Commerce Circumstances

Customer needs is always a hot topic in the marketing area. Under the force of competition, it is necessary for the companies to grasp the real customers needs After reviewing the classic theory models about customer needs, including Maslow hierarchy of needs theory, Herzberg´s two-factor theory, McClelland Achievement Motivation Theory and Kano model, this study focuses on how customer service needs affect customer behaviors in the e-commerce circumstance. With the survey, the study finds out the construction of customer service needs in the e-commerce circumstance. Customer service needs compose of service attributes needs (SAN), social relationship needs (SRN), expectation needs (EPN) and exciting needs (EXN). Furthermore, this study also finds that exciting needs have a strong effect on customer satisfaction. In comparison, service attributes needs and expectation needs are the factors of customer loyalty. From the perspective of customer emotion, service attributes needs and exciting needs can arouse happy mood, but service attributes needs, social relationship needs and exciting needs contribute to improve wake-up emotions.