A Study Of Customer Satisfaction Of Logistics Service Based On Online Shopping Environment

With the rapid development of Internet technology and continuous innovation, the importance of network shopping has been increased sharply; consumers’ preference has gradually shifted from the traditional store to the virtual network. To some extent, this virtual business model which relies on network platform has become the mainstream direction in the future shopping. That is to say, in the online shopping environment, logistics has replaced the entity stores and became the interactive interface between merchants and consumers. To a great extent, logistics service decides the consumer experience and affects the consumer’s next purchase decision. Therefore, in the online shopping environment, to study the level of customer satisfaction about logistics services of logistics enterprise, to find out the key logistics service indexes which have a good influence on the level of customer satisfaction, these has a profound and far reaching significance for logistics enterprise to carry out targeted improvements.Firstly, this paper made a brief summary of the related theoretical literature about logistics service quality, logistics service quality of online shopping environment, e-customer satisfaction and so on. On this basis, combined with the characteristics of logistics service in the network shopping environment and the qualitative study of consumers, the paper summed up five dimensions of logistics service quality in the online shopping environment:time quality, delivery quality, personnel communication quality, customization service quality and discrepancy handling quality. After that, the paper designed a concrete measurement scale and questionnaire combing with SERVQUAL model. Through the questionnaire survey, the paper collected the sample data and made full use of SPSS19.0and AMOS18.0statistical software, carrying out the descriptive analysis, reliability and validity analysis, structural equation model analysis and other methods of data processing. Finally, this paper not only developed a practical evaluation scale about logistics service quality of the network shopping, but also detected the relationship between logistics service quality and customer satisfaction, the key dimensions which influence customer satisfaction about logistics service quality and the relationship between different dimensions. That is, firstly, personnel communication quality and customization service quality has a positive influence on delivery quality and time quality. Secondly, time quality、customization service quality and delivery quality has a positive influence on discrepancy handling quality, of which customization service quality is more effective. When it concerns the relationship between the five dimensions of logistics service quality in the online shopping environment and customer satisfaction, it proves that time quality、 customization service quality and discrepancy handling quality has a positive influence on customer satisfaction, of which discrepancy handling quality is more effective.