Study On The Influence Of Return Logistics Service Quality On Consumer Loyalty In The Environment Of B2C

According to the current national statistics,Chinese online market has entered a golden stage with relatively stable development and complete supporting services.Due to the gradual decrease of new online shopping consumers,the homogenization of products in the market and other factors lead to fierce competition in online shopping market.The key to gaining an advantage in the market is whether the business can attract consumers through various marketing strategies and means and establish long-term and stable contacts with consumers.In the online retail industry,establishing and maintaining this relationship with consumers can create tremendous value for online retailers.The establishment of this relationship is inseparable from the support of high-quality products or services.Consumer returns lead to additional costs and operating pressures for online retailers,a belief that is constantly changing as online retailers provide consumers with return logistics services in the process of returning goods,which can have a direct impact on consumers.The willingness to buy again,this service has become an important competitive resource.Online return logistics service quality refers to consumers dissatisfied with the results of online shopping transactions,and in B2 C e-commerce platform to negotiate the process of return and the return of goods in the process of logistics services to meet their expectations.The perception will directly affect his follow-up attitude and behavior.Although the management of return logistics increases the complexity and cost of day-to-day operations,the resulting benefits of consumer loyalty cannot be underestimated.However,online retailers remain cautious about whether more resources should be devoted to improving return logistics services because they do not fully understand how online return logistics services reinforce or undermine consumer loyalty.Instead,the researches on the relationship between online shopping return logistics service and consumer loyalty are still rather deficient.Based on it,this article will do further research and discussion.This paper reviews the research on online shopping return logistics service quality and finds that most studies have some irrationality about the division of the variable dimension and the design of the scale problem.Previously,most of researches started from the connotation of classic forward logistics service quality,and considered the dimension of dividing the quality of returned logistics service,so as to modify the items of questionnaire measurement and did not combine the characteristics of network marketing and return logistics;the results obtained do not fully reflect the actual situation.Therefore,this article combines the features of online shopping and reverses logistics into the division of service quality dimension when analyzing the online shopping return logistics,and modifies the measurement items based on relevant literature and expert opinions to make the difference with previous studies and ensure the reasonable measurement results.Based on the theories of service recovery theory and expectation confirmation theory,this paper systematically reviews the related literature of online shopping return logistics service quality,relationship quality,conversion cost and consumer loyalty,and explores the mechanism of the impact of online shopping return logistics service on consumer loyalty,examining the online service model of return logistics quality of the impact of consumer loyalty,the intermediary role of the relationship between the quality of the conversion cost adjustment effect,validated the research hypothesis.Using SPSS21.0 to carry out empirical research,the conclusions are as follows: A high level of online return logistics services will have a significant positive effect on consumer loyalty;the two dimensions of relationship quality(consumer satisfaction and consumer trust)positively influence Consumer loyalty.Online shopping return logistics service quality positively influences consumer loyalty indirectly through consumer satisfaction and consumer trust;conversion cost reversely regulates the impact of consumer satisfaction and consumer trust on consumer loyalty.The paper analyzes and discusses the above analysis results,and put forward operational management recommendations for the online retailers from four aspects,which is paying attention to return logistics service management and improving the quality of relations with consumers;adjusting the switching costs reasonably,improving user stickiness;multi-stage intervention management,optimizing the process of return logistics;building return logistics information system to improve the efficiency of return management.Additionally,future research is pointed out in the final part of this study.