Anatomic model on web customer satisfaction based on customer behavior

With the rapid development of network, it has become inevitable to research customer satisfaction about network services. In order to find a suitable model for web customer satisfaction, this paper proposes an iterative model which is based on traditional American Customer Satisfaction Index (ACSI for short). First, discusses the foundation of building the model called Web Customer Satisfaction Index (WCSI for short) in four aspects of social relation, psychology, behaviorist and the ACSI working fields. Then, the model methodology, the model collects data from users' behavior records, like average clicking rate, and figure out the score of service quality using the factor analysis method. At last, it calculates the customer satisfaction by summing the weighted difference between service quality score and customer expectation as well as other services quality scores. Customer satisfaction will in turn affect customer loyalty, website image, the user expectations, which contributes to the formation of iterative model.