An Empirical Study Of Logistics Service Satisfaction Based On Individual Heterogeneity

With the steady development of the social economy,the rapid development of the Internet and mobile Internet,the rise of online shopping and the continued expansion of e-commerce,online shopping has become a daily shopping method for people.Statistics show that in 2017,the number of online shopping users in China reached 533 million,compared with 2016,the number of users increased by 14.3%,and the number of online shopping users accounted for 69.1%of the scale of the Internet users.Although compared with the developed countries in the world,China is still in the stage of rapid development.But it is undeniable that the service industry has become the most vigorous industry in China's three major industries except agriculture and industry.The proportion of the service industry in the entire national economy is also increasing,the service economy is gradually developing into the core of the national economy.Customer satisfaction evaluation of logistics services has become an important factor affecting the development of logistics industry.Therefore,the study of logistics service customer satisfaction has certain practical significance.In recent years,with the development of smart technologies,facing more and more personalized customers and their differentiated needs,logistics enterprises have begun to intelligently arrange logistics distribution forms,and logistics services have also emerged to meet different customer needs.Due to the diversity features,it is important to re-examine the factors affecting the satisfaction of logistics services under the background of customer heterogeneity.Domestic and foreign studies on logistics service satisfaction mostly focus on the selection of satisfaction indicators,the division of satisfaction indicators,and the analysis of the relationship between different satisfaction indicators and satisfaction and loyalty.And related research seldom involves the analysis of the relationship between satisfaction indicators.On the basis of summarizing the relevant research literatures of customer satisfaction at home and abroad,this paper collects data through questionnaire survey,uses SPSS to describe the original data descriptively,and carries out reliability and validity analysis.We use AMOS to build the initial model based on the structural equation modeling method and correct it to get the final model,and analyze the final result.The main research contents of the article include:1)Establishing six customer demographic factors including gender,age,education,and occupation,and six factors including corporate image,service speed,service price,service quality,service safety,and service innovation.The relationship between satisfaction indicators and the initial structural equation model;2)The analysis of the relationship between demographic characteristics and satisfaction indicators,the analysis of the relationship between satisfaction indicators,and the relationship between the heterogeneity factors and the satisfaction indicators,And the article gives management inspiration based on the analysis results.The analysis of the path coefficient and significance level of the structural equation model shows that:1)The importance of service innovation and service security emerges compared with the conclusion that the customer pays most attention to the service quality in the previous research literature;2)The demographic characteristics and satisfaction The analysis of the relationship between the indicators and the analysis of the relationship between the heterogeneity factors and the satisfaction indicators reveals that there are significant differences in the contribution of different demographic factors to the satisfaction indicators under the customer heterogeneity;3)Between satisfaction indicators The relationship analysis found that service innovation often affects other satisfaction indicators,and the company's image is usually affected by other satisfaction indicators.This article has innovated the study of logistics service satisfaction from the perspective of research content and research perspective.Based on customer heterogeneity,it establishes a structural equation model of demographic characteristics and satisfaction indicators.It provides effective suggestions and ideas for logistics companies to segment markets and formulate marketing strategies.