Service Quality Defect Factors Trigger Customer Switching Intention: Courier Enterprises In Shandong Province As An Example

As an important way of people send letters and articles, the courier service have a profound impact on people's daily lives. While the courier service was welcomed by more and more customers, the quality defect factors of courier service caused a huge loss of customers. Courier services quality defect issues become an obstacle to the sustainable development of enterprises. Research literature about courier service quality is very limited. Therefore, how to effectively improve the quality of courier service, become the starting point of this study.In this paper, the express industry in Shandong Province as a sample, explore the quality defects of courier service. Reference measurement of service quality and customer conversion results, combined with its own characteristics courier industry in Shandong Province, this paper summarizes the courier service quality defect factors in six aspects:the tangible defect of courier service, the reliability defect of courier service, the empathy defect of courier service, the assurance defect of courier service, the responsiveness defect of courier service and the timeliness defect of courier service recovery. Then, this thesis researches the relationship between these six courier service quality defect factors and customer switching intention, develops the relationship model, analyzes the influence degree for these six courier service defect factors to customer switching intention, and finds the key influence factors of customer conversion intention. The study concluded that the responsiveness defect of courier service have the highest degree of influence, followed by the timeliness defect of courier service recovery and the empathy defect of courier service, next is the reliability defect of courier service and the assurance defect of courier service, while the tangible defect of courier service have no influence. Finally, this paper proposes reasonable service quality improvement proposals.Unlike previous direct study of the overall service quality and customer switching behavior, based on "preventive measures" concept, this paper focuses on the relationship between customer switching intentions and courier service quality defect factors. In addition, the concept of "core service failures result in customer switching intentions" as the main line, this thesis analyzes the difference influence degree for these six courier service defect factors to customer switching intention, finds the key influence factors. The study result has a good reference value for the courier companies effectively enhance and improve the quality of courier service.