Study On The Influence Of C2C E-commerce Logistics Service Quality On Customer Loyalty

With the rapidly development and progress of internet, people’s consuming habits and behaviors have been gradually influenced and changed. More and more consumers like online shopping, instead of shopping in a traditional physical store, which leads to more and more corporation or self-employed person selling online with strong competition.Visible commodity price and information rapidly online require sellers keep their competitive advantages not only on price and cost, but on service more importantly. For shopping online, logistics service is a key part. Logistics service quality makes influence on over service quality, and then affect consumers’ will and behavior to buy again, which means customer loyalty. C2C electronic commerce transaction is a way of shopping online,which is also the most frequently used by consumers currently. About research on influence service quality makes on customer loyalty, there are many at home and abroad, but it is vacant research on influence that C2C logistics service quality makes on consumer loyalty.This essay is based on former research on service quality, logistics service quality, consumer satisfaction, consumer loyalty, and put consumer satisfaction as mediating variable to research on influence that C2C logistics service quality makes on consumer loyalty. According to reading and summarizing literature, this essay builds measurement model of C2C logistics service quality and relational model among C2C logistics service quality, consumer satisfaction and consumer loyalty. After building model, this essay makes empirical study by designing scale, designing questionnaire, modifying, distributing, and recycling questionnaires. Then this essay makes The reliability and validity analysis, correlation analysis, regression analysis and the analysis of intermediary role by EXCEL and SPSS17.0. According date analysis, this essay verifies the hypothesis, and gets threes research results. a.C2C e-commerce logistics service quality measurement dimensions can be divided into the convenience, reliability, responsiveness, empathy and informational five dimensions, responsiveness contribution in the study of this paper is very small. In addition, the five dimensions make mutual influence each other. C2C e-commerce logistics service quality has a direct positive influence on customer loyalty. empathy and informational’s influence on customer loyalty is lager, convenience and reliability make a smaller effect, and responsiveness’ contribution is little. C2C e-commerce logistics service quality has indirect positive effect on customer loyalty by customer satisfaction as the intervening variable. C2C e-commerce logistics service quality has positive effect to customer satisfaction, and customer satisfaction has a positive effect on customer loyalty. Finally, this paper summarizes the innovation points, insufficient research and the outlook about research direction in the future.In this paper, the research results lay a solid foundation on study measurement model of C2C e-commerce logistics service quality, and provide theoretical guidance on research influence C2C e-commerce logistics service quality make on customer loyalty. At the same time, it suggests C2C sellers to enhance customer satisfaction and customer loyalty by improving the logistics service quality.