A Study On Reverse Logistics Service Quality And Its Relevance Of Empirical Research With Customer Loyalty Of B2C Internet

With the rapid growth of B2C e-commerce business,if consumers found the goods is different with the Description, or the products have quality problems, or consumer is regretted that the goods was not supposed to buy, Returns has generated. However, China has not unified reverse logistics policy of net-work environment yet, and Reverse logistics has not attracted enough atten-tion of corporate executives, What is more, China hasn’t specialized for e-commerce’s large-scale survey of Returns logistics and customer loyalty cor-relation.In the context of e-commerce B2C online shopping mode, this paper re-search the correlation of reverse logistics services and customer loyalty, and review the scholars’literature and paper, reference relevant theoretical, combined with the characteristics of B2C online shopping mode, proposed four dimensions of affecting online shops consumers’ perception of reverse logistics service quality, including the quality of returns process-ing, the quality of attitude and behavior, quality of empathy, and the quality of protection. Build measurement scale of reverse logistics service quality in B2C network environment and propose seven hypotheses; By designing ques-tionnaire, pre-survey and formal questionnaire investigation, collecting the sam-ple data, using statistical software SPSS19.0and the AMOS18to test the hy-pothesis. This paper builds a relational model of reverse logistics service quality and customer loyalty. After fixed the model, the paper makes a reasonable ex-planation of the results:1. The quality of protection has a significant impact on the quality of re-turns processing, the quality of empathy and the quality of attitude and behavior,2. The quality of attitude and behavior, the quality of re-turns processing, the quality of empathy have significant impact on customer loyalty through customer satisfaction and trust; the quality of protection has an impact on customer loyalty through customer trust.3. Satisfaction and trust has a significant impact on customer loyalty and trust has the greatest impact on customer loyalty.Finally, from the reverse logistics services, this paper makes some sugges-tions of B2C Shop about how to improve customer loyalty.