| With the rapid development of social and economy,customer’s demand in the market tends to be different.In the Central Economic Work Conference of 2014,Chinese president Xi presented that the consumption stage of imitation was ending,while the consumptions stage of personalization and diversification was starting.In the online market,customer demand for logistics service is becoming personalized.Demand brings supply,so online retailers provide kinds of online logistics service mode for customers.Online logistics service mode,such as the combination of different logistics service elements,provided online by retailers for improving customer convenience,is a kind of customized logistics service,and because it meets customer’s personalized demand,it is an important factor that influences e-loyalty.Online logistics service mode not only increases logistics service cost of online retailers but enhances the complexity of logistics management.Although the value that e-loyalty creates will be more than the cost and complexity that online logistics service mode brings,online retailers still hesitate to provide online logistics service mode,because they have to understand how online logistics service mode influences e-loyalty for making customized service strategy rationally.However,there’re few studies discussing the relationship between online logistics mode and e-loyalty.Drawing on customized logistics service concept,signaling theory and relationship marketing theory,this study emphasizes the importance of discussing online logistics service mode and its relationship between e-loyalty,analyzes the applicability of these theories on explaining how online logistics service mode influences e-loyalty.Afterwards,basing on these theories,this study develops the theoretical model about the impact of online logistics service mode on e-loyalty,and this theoretical model consists of the mediation effect of relationship quality(e-satisfaction,e-trust,and e-commitment),the moderation effect of signal credibility and the moderation effect of switching cost.This study chooses Chinese online customers as the empirical investigation objects.Using statistical analysis software,which are EXCEL 2007、SPSS 21.0 and MPLUS 7.0,this study firstly analyzes reliability,validity and common method bias of the questionnaire and then examines the hypotheses with structural equation modeling,hierarchy regression analysis and path analysis.Empirical analysis results show that online logistics service mode positively influences customer satisfaction(e-trust,e-commitment),customer satisfaction(e-trust,e-commitment)positively influences e-loyalty,online logistics service mode indirectly influences e-loyalty via customer satisfaction(e-trust,e-commitment),signal credibility positively moderates the relationships between online logistics service mode and customer satisfaction(e-trust)and the mediation effects of customer satisfaction(e-trust)on the relationship between online logistics service mode and e-loyalty,and switching cost negatively moderates the relationships between customer satisfaction(e-trust)and e-loyalty and the mediation effects of customer satisfaction(e-trust)on the relationship between online logistics service mode and e-loyalty.This study explains and discusses the empirical results.Accordingly,it makes suggestions on logistics service operations management for online retailers,which are optimizing online logistics service mode,enhancing signal credibility of online logistics service mode and improving customer switching cost.This study is an exploratory research on online logistics service management.There are new in both its contents and conclusions:it presents online customized logistics service mode and strategy,discovers the relationship between online logistics service mode and e-loyalty,and discusses the moderation effect of logistics service price by integrating signaling theory.Additionally,future research is pointed out in the final part of this study. |
PDF Full Text Request