Empirical Research On Express Services Customer Commitment Drivers

With the rapid development of Chinese economy and electronic commerce, the volume of online shopping transaction grows rapidly, which leads to the increasing demand in the domestic market for express delivery services. Under the strong market demand, the number of courier companies is growing, and the competition between enterprises continual intensified. Under the condition of today’s fierce competition environment, express delivery enterprises must innovate the way of marketing, and promote enterprise’s overall service level to cultivate loyal customers. However, courier companies in order to achieve stable profits, it is not enough merely to cultivate customer loyalty, courier companies must make the customer to form emotional and psychological dependence and trust, that is to cultivate customer commitment. Therefore, study the formation mechanism of customer commitment in the express delivery service is of great significance.On the basis of a large number of theory about customer commitment,and the drivers of customer commitment at home and abroad, the Chinese private express delivery companies as the research object, select Trust-Commitment theory and theoretical conversion costs as the main theoretical foundation, and referring to previous research about formation mechanism of customer commitment, we establish conceptual model of service quality, customer trust, reputation, switching costs, preferential treatment as the drivers of customer commitment. In the model, the customer commitments could be divided into continual commitment, affective commitment and normative commitment. In this study, structural equation modeling as the main research method, based on the questionnaire survey’s data of many private express delivery companies’customers which collected for this study. The conceptual model was tested and modified, and ultimately determine the model of the driving factors of courier services customer commitment.Article to verify the main conclusions are:In service situations, customer commitment is a three-dimensional concept, which includes affective commitment, continual commitment and normative commitment. At the same time, affective commitment to normative commitment and normative commitment to continual commitment all have direct positive effect. Service quality、enterprise reputation to affective commitment have direct positive effect; transformation costs to continual commitment have direct positive effect; preferential treatment to normative commitment have direct positive effect. Customer trust is a key driving factor of customer commitment. Customer trust to affective commitment, continual commitment and normative commitment all have direct positive effect, and customer trust can also act as a mediating variable between other drivers and customer commitment. Finally, relevant management suggestions for courier companies were suggested based on the results.