Impact Of B2C E-commerce Platform Logistics Service Quality On Brand Loyalty

With rapid development of network information technology and electronic commerce,multitudinous e-commerce platforms enter in the commercial market.The B2 C e-commerce model expands in exponential velocity.Its transaction size accounts for more than half of the market share,and it gradually becomes the main form of the electronic commerce models.With the spread of online shopping patterns,consumers' demands of logistics service have increased significantly.However,the development of domestic logistics industry is difficult to match with the scale of e-commerce market.Therefore,many issues have occurred in the logistics and distribution links,such as wrong goods delivery,damage of goods,disputes of service and so on,restricting the development of the electronic commerce enterprises.Accordingly,many B2 C e-commerce platforms have established logistics service systems which belong to its own platforms in China,in order to build the core competitiveness of the brand in the fierce market competition,integrate sales and logistics,then assist e-commerce enterprises to strengthen the supervision and management of the logistics.Finally,they can improve their brand influence.However,it's inexperienced for them to establish and administrate a logistics service system.There are many blind spots in the business philosophy.In the academic circles,the research on how the brand loyalty of the e-commerce platform reacts to logistics service quality is absent.This research conducted an empirical study about the relationship between logistics service quality,consumer satisfaction,brand trust and brand loyalty of electronic business platform.Based on the relevant researches at home and abroad,a theoretical model was established from the angle of process quality and outcome quality,combining with the characteristics of B2 C e-commerce enterprise logistics service in our country.This model demonstrates how the brand loyalty of the e-commerce platform reacts to logistics service quality.According to the different stages of the logistics service,we divided logistics service quality into eight dimensions,which are Contact quality,Information quality,Price,Discrepancy handling,Product availability,Order accuracy,Timeliness and Order condition.Then we established the measurement scale of logistics service quality under the B2 C e-commerce environment and put forward twelve hypotheses,by means of doing questionnaire design based on the theoretical model,and pre-testing the questionnaire through SPSS20.0 and AMOS21.0.By using correlation analysis,regression analysis and structural equation model analysis of the sample data,we obtained the followingresults:(1)Logistics process quality has a significant positive impact on the logistics outcome quality;(2)The order accuracy,timeliness,and order condition of logistics outcome quality have positive impact on consumer satisfaction,and the most significant one is order condition.(3)The price and discrepancy handling of logistics process quality have significant positive influence on brand trust;(4)The logistics outcome quality and consumer satisfaction play intermediary effects in the model.(5)Logistics service quality affect the brand loyalty of e-commerce platform mainly by consumer satisfaction and brand trust.By the end,we put forward some suggestions on B2 C e-commerce enterprises to improve logistics service quality based on the research results of this paper.