An Empirical Study Of The Effect Of Service Quality Of Pickup Point On Customer Satisfaction And Loyalty

With the rapid expansion in online retail,logistics has been reaching a limited ceiling.Thus optimizing delivery system is considered to be a significant matter of urgency.In recent years,in addition to the traditional home delivery,self pickup stations enabling online shoppers to acquire packages by themselves in their vicinity are also stimulating wide attraction from online retail companies,taken Ali,Jing Dong as examples.So far,this logistics pattern has been put into practice through two main ways,one of which is automatic pickup machines,the other is pickup stations that share a prominent market share including more than 40000 stations alone for Ali.In contrast,however,the theoretical study in this specific field is comparatively far behind,especially in deep mining the construction of manned pickup service quality,they has not yet been revealed from the relationship between service quality and customer choice behavior and can not provide effective theoretical support to improve self reminding service specification for relevant enterprises.Referring to the existing SERVQUAL form,this thesis aims to construct a fundamental form accessing self pickup service quality.First,through exploratory analysis basing on the surveyed examples,a form of21 options and 5 fractions: convenience,transference,reliability,security,existence can be established followed by verifying analysis on the rest of examples in terms of correlation between models and statistics collected to reassure feasibility of the new built assessing method.Furthermore,another outlet drawn from this study is to set up measurable connection between self pickup service quality and buyers' picking preference underlined 5 different aspects of service.It shows satisfaction with service propels regular consuming preference,which fits research results under some service conditions such as the positive presumption among convenience,transference,existence and customer satisfaction.In spite of that,contradictions were found within security,transference and customer satisfaction in which positive promotion was not found as strong as it had been expected.What else could be extracted from the study is the fact not every two factors matters with each other except for convenience-security;transference-reliability;transference-security;reliability-security;reliability-existence;security-existence.From those conclusions,some summaries can be made:(1)Self pickup service is a integrated concept combing traditional SERVQUAL and its unique features.(2)Enhancing security building in self pickup stations could improve better overall experience.(3)In order to attract customers,it's necessary to build convenient pleasant and professional image.The main contribution of this paper is to establish an original form applying for pickup service.From the theoretical perspective,this thesis can enrich the e-commerce logistics research areas;from the practical perspective,it can provide a guide for other companies to optimize self-service system reminding.