The Research Of Logistic Service Quality’s Influence On Customer Decision-making Under The Environment Of O2O

With the integration processes of information technology and equipmentof life accelerated,O2 O E-Commerce have developed rapidly and changed people’s life dramatically.O2 O is Online to Offline.Businessenterprisesoffersproducts, discount, and other informationonline,consumers filter theirproduct or serviceonline according to their needs and then pay for these.Logistics enterpriseprovides distributionservice offline or visit to the store by their own. After it,they choose to spend again according to the actual situation.O2 O integrates online service with offline trading,bring more convenience to consumers and great profit margins to enterprise.But logistics service quality offline have become to a bottleneck of their development.Discover and analyze customer’s requirements,identify the key logistics indicators,bridge the gap between customer expectations and perceptions of logistics service quality are good for customer decisions and enterprise benefits.Based on consumers’ perspective,the quality of service can not perceived, only comparingin the light of actual experience and expected.The Smaller the gap,more clear the decisions.The research about the logistic services in the context of O2 O field is still small relatively.Existing studies are based on the buying-patterns of empirical research on the factors that influencing purchasing decisions made.This study is set up based on SERVQUAL and gap theory model.First of all,combed and summarized the theory of logistics service quality and consumer decision making theory.On the basis of these theory and the characteristics of e-commerce on logistics service quality and research on factors that influencing decision-making,this research concludes the 5 dimensions of logistics service quality that influence consumer decision in the environment of O2 O,that is timeliness, integrity, communication, pricing,errors.And designed specific measurement scales,developed a questionnaire.Used empirical research methods,collected questionnaires extensively,eventually recovered 290 samples of valid data.Then used statistical software SPSS22.0 for data analysis,which contains descriptive statistical analysis, validity and reliability analysis methods for data processing.Results show that the Logistics service quality has a positive impact on consumer decision-making under the O2 O E-commerce.This description shows that raise the level of quality of logistics services can contribute to the promotion of consumer decision making.And logistics service quality contains 5 dimensions that has positive effects on consumer decision making.This description shows that serviceproviders can promote consumer making decision by improving the quality of logistic service for each dimension.