A Study On The Relationship Among Customer Service Participation,Perceived Service Quality And Psychological Contract

As a kind of large logistics system integrated into the supply chain system,the quality of service is related to the market competitiveness of the whole supply chain.With the advance of new urbanization,the problem of the last mile distribution of the small town logistics enterprises is becoming increasingly prominent,the quality of e-commerce logistics service and e-commerce development is inappropriate.In the context of the increasingly fierce competition in the city’s e-commerce logistics service,service companies continue to improve their service capabilities and quality of service,due to the faultiness of small town transportation system,service network,professional skills,etc.,there are a variety of shortcomings and deficiencies in e-commerce logistics service.Mainly reflected on the problem of e-commerce logistics’ last mile of distribution;rough handling,violent sorting and sabotage in the part of e-commerce logistics enterprise;business disputes,evading responsibility,low consumer complaints and difficult satisfaction between the logistics service enterprise and the e-commerce enterprise.The emergence of these problems will lead to the quality of service and the development of e-commerce in small towns is not commensurate.The formation of logistics services providers,consumers need a series of activities,including the order of logistics information generation,information feedback,acceptance of goods,Selection and study of goods receiving mode,and staff interaction and exchange of information and so on.These are not only the process of service production and delivery,but also the process of understanding the behavior and quality of service.To enhance the corporate image,cultivate and maintain the long-term relationship with consumers,the corporate must attach importance to consumer participation behavior.As the main body of the micro market,the research on the behavior and psychological characteristics of consumers is of great importance to improve the service system and improve the quality of service.through questionnaire survey and empirical analysis methods to explore the relationship between service to consumer participation,perceived service quality and psychological contract.Specifically to achieve the following three aspects of research purposes:First,redefined the connotation and dimensions of Consumer psychological contract,service participation and perceived service quality,combined with the actual situation of small towns e-commerce logistics development,design questionnaire for this study table based on the existing scale;Second,through the study of the relationship between the related concepts,enrich the theoretical achievements of the field of relationship marketing;Third,through reveal the influence factors of consumer psychological contract changes,to provide reference for enhancing service capacity and the quality of service of small towns electricity supplier logistics enterprises,to provide for the country the microcosmic thinking on the supply-side reform of the national logistics development in small towns.There are two possible innovations:First,under the background of the country to vigorously promote the construction of new urbanization,small town electronic commerce has become a research hotspot in academic circles,but the small town e-commerce logistics that plays a decisive role in the development of the electronic commerce has little attention.From the perspective of consumer to explore the e-commerce logistics enterprise how to expand business in small towns and improve service quality is even more rare.This article from the perspective of psychological contract,and based on the service marketing service participation theory,perceived service quality theory and psychological contract theory,discusses the small towns of logistics enterprises how to improve service quality and establish long-term customer relationships with consumers.This paper based on the discussion of the influence of service participation and perceived service quality on consumers’psychological contract,separated the perceived service quality is divided into two dimensions:technical quality and functional quality,to examine the mediating effects of them in the research model.In this paper,the questionnaire was designed for this study that based on the existing related original questionnaire,it was modified by the pre survey,sample test.The questionnaire was issued by the combination of online and offline,and a total of 331 questionnaires were sent out,and the effective questionnaires were collected,and the effective rate was 86.1%.The results were as follows:285.This study was based on the structural equation model,and the use of AMOS 17.0 software for statistical analysis of the survey data,the main empirical conclusions for e-commerce logistics service are as follows:(1)the consumer perceived service quality is divided into technical quality and functional quality two dimensions;(2)the consumer service participation will significantly affect the perceived quality of service and the psychological contract;(3)the function of quality perception significantly influence consumer transactional psychological contract;(4)the technical quality perception plays an intermediary role in the relationship between service participation and consumer psychology in the contract;(5)transactional psychological contract plays a mediating role in the relationship between service participation and relational psychological contract;(6)transactional psychological contract plays a mediating role in the relationship between technology quality and relational psychological contract in.