Study On The Impact Of B2C E-commerce Platform Logistics Service Quality On Customer Loyalty

B2C e-commerce platform has become the main driving force of China’s B2Conline shopping market, various types of B2C e-commerce platforms play a big rolein the market, such as integrated shopping mall-style platform, franchise storeplatform, enterprise network marketing platform and buy platform will gradually.2013"double-eleven " shopping mall day creative a record that single B2C platformin a single day ’s trading volume reached35.018billion yuan, which is a strong proofof B2C e-commerce market scale development. In today’s highly competitive marketenvironment, B2C e-commerce platform operators know the importance of customers,eager to compete for the customer resources as a priority. According to the2011annual data report released by the China Electronic Commerce Association showsthat up to the year2011, B2C e-commerce consumer complaints most in twoproblems, slow and return, accounting for18%and8%. These are all questions oflogistics services. Logistics service quality has on the customer’s shopping experienceconsumers have had a great impact. Therefore, the study of B2C e-commerceplatform logistics service quality affects customer loyalty is necessary.The main objective of this research study is to examine the quality of logisticsservices and customer loyalty factors affecting path. First, define the key concepts,B2C e-commerce platform, the quality of logistics services and other related concepts,then the relevant research literature review and sort out, clarify the context of thearticle. Then through the B2C electronic business platform of logistics service quality,customer loyalty B2C electronic business platform for detailed analysis to determinethe quality of logistics services in B2C electronic business platform model andmeasure customer loyalty measurement model and proposed research model the mainframework, based on this hypothesis proposed to construct an empirical researchmodel. Then use multiple linear regression method with SPSS18.0to research dataconfirmatory test. The empirical results show that the six dimensions of the logisticsservice quality for B2C e-commerce platform through customer satisfaction andcustomer loyalty trusted intermediary role impact on the customer, where the qualityof the logistics service reliability, loyalty informational have a direct impact on behavior, There is a direct impact on the flexibility of loyal attitude. Finally, thispaper based on the research results, targeted suggestions on how B2C e-commerceplatform logistics service quality improvement suggestions, and I hope to give B2Ce-commerce platform a development reference.