Courier Services Industry To Ensure That The Impact On Customer Purchase Intention

With the fast raise in the number of express enterprises,express industry in ourcountry has entered a stage of vigorous development,and is becoming one of the mostpromising region of global express industry development. As competition intensifies,the customer purchasing wishes has become the focus of express enterprise concern.Due to the special nature of the service industry,customers face greater risks duringpurchase,they need the help of clues provided by the companies to reduce perceivedrisk, enhance the perceived quality, in order to determine their purchasing wishes.This paper based on the perspective of customer perception, take the expressservice company as background, research how different dimension of service guaranteeinfluence the risk and quality perceived and their effects on customer's purchasing wish.Constructed a structural equation model with five service guarantees characteristics asindependent variables, perceived quality and perceived risk as intermediary variable,purchasing wish as dependent variable data, On this basis, research the influence ofcustomer perception on purchase intention under service guarantees, Combine withliterature study, expert interview and customer interviews, compiled the investigationquestionnaire, 267 valid questionnaires were recovered through the network channels.Thus research the influence mechanism between service guarantee and customerperceived risk, customers perceive quality and customer purchasing wish.This study tells:1. In the Express service guarantee, it includes four dimensions: terms,compensation, meaning and range attributed.2. Service guarantee is related to risk and feelings the customer can perceived. Infact, the meaning, compensation, terms and range attributed is important to reduce thecustomer's perceived risk; and this is also significant to make customer's perception getbetter.3. In Express industry, customer's purchasing wish is inversely related with theirrisk and feelings perceived.4. Perception of the quality in Express industry is significant on purchasing wishfor customers.Finally, analyzed the research results, discussed the defects, and has put forwardrelevant suggestions for the further research.