ABSTRACT
In recent years, the relationship between service quality and customer loyalty has been pursued in many areas' research, but there is little attention to it in internet advertising industry. The development of the internet in China only 24 years and online advertising is only 13 years, it can be said that the internet advertising industry is an emerging industry. The importance of service quality provided by internet advertising enterprises, which belong to a new service industry, is self-evident, but few research and works on the effect of service quality on customer loyalty is related to this field. This paper focuses on internet advertising industry, discussing the constitution dimensions of service quality by five-dimensional model of service quality, finding out what aspects of service quality have significant impact on the customer loyalty, the results can be a reference for internet advertising enterprises to improve service levels and maintain customer loyalty.
KEYWORDS：service quality, customer loyalty, internet advertising industry, five-dimensional model of service quality
