Due to fast development of internet era and social media, customers have been playing a dominant role in the marketplace and wielding an increasing influence on enterprises. When an enterprise intends to survive market competition and develop smoothly for long, it is indispensable for it to afford customers the highest degree of satisfaction once they choose its products or service. Only by doing so can it attract and hold more customers. Meanwhile, customers are becoming increasingly responsive to high quality products and service, and interactions among different customers or between customers and merchants have been more and more frequent. In such “we-media” era, if a product or a brand is of high quality and excellent service, it can be advertised among customers by word-of-mouth recommendation, helping it survive and develop even under keen competition in the market. As a global B2C e-commerce company dealing with clothing, Milanoo can stand out as an example who has been developing rapidly by virtue of word-of-mouth recommendation among customers.
