Studied On The Impacts Of Service Quality Of B2C Fresh E-business On Customer Loyalty

Since the year of 2012,China's fresh e-business suppliers market has witnessed a rapid development alone with an increasing market diversity.According to data from iResearch,a Beijing-based company,the volume of fresh e-business transaction in 2015 amounted to 49.71 billion RMB,with a market penetration rate of 1.04%.At present,China's fresh e-business market mainly consists of vertical self-employed fresh e-business enterprises,integrated self-employed fresh e-business enterprises and platform class fresh e-business enterprises.The vertical self-employed fresh e-business enterprises mainly focus on fresh fields,which purchase fresh products for the purpose of sale,and thus the enterprises have relatively stronger ability of controlling the supply chains.The integrated self-employed fresh e-business enterprises not only deal with fresh products,but also manage other types of products,which sale products by self-procurement.The platform class fresh e-business enterprises provides online platforms,with sellers settled to be responsible for the specific operation business.Nowadays,there are nearly 4000 fresh e-business enterprises.Along with an increasing number of such enterprises involving in this field,and a greater diversity,such problems as low service quality emerged,thus hindering the development of China's fresh e-business enterprises.Therefore,studies on the service quality of China's fresh e-business enterprises are of great theoretical and practical significance for the influence mechanism of customer loyalty.In adopting the methods of literature research and empirical research,this paper dives into the influences of service quality provided by B2 C fresh e-business on customer loyalty.First and foremost,this paper summarizes related conceptions and characteristics of fresh e-business.Then,the quality of service,electronic service quality,customer perceived value,customer satisfaction,and related literature about customer loyalty are sorted out and concluded,upon which theories the service quality of B2 C fresh e-business enterprises are divided into 5 dimensions,namely,effectiveness,safety,reliability,customization and completion and set corresponding independent variables.On the basis of mature models,customer loyalty is set as dependent variables,customer perceived value and customer satisfaction are set as intermediary variables,thus constructing the theoretical models for the research.Secondly,on the basis of the features of fresh e-business with due considerations on maturity scale,the questionnaires are designed in combination with the methods of expert interviews and pre-surveying,and the samples are recollected.Then,thefollowing conclusions were drawn from the SPSS20.0 and AMOS17.0 analysis of the samples by descriptive statistical analysis,reliability test,validity test,correlation analysis and structural equation model analysis:(1)The effectiveness and reliability of the system is the key factor that affects the perception value of B2 C fresh electricity suppliers,and the customization and completion ranks secondly;(2)Reliability and completion is the key factor that affects the customer satisfaction of fresh electricity suppliers,and the customization and system efficiency ranks secondly;(3)The impact of security on customer perceived value and customer satisfaction is not significant;(4)The customer perceived value and customer satisfaction have significant positive impact on customer loyalty,and the customer perceived value has significant positive impact on customer satisfaction.Suggestions are put forward according to the above research conclusions to the fresh electricity suppliers enterprises.