The Research On B2C Express Logistics Service Satisfaction Based On Structural Equation Model

With the rapid development of e-commerce,China has become the largest online retail market in the world.The rise of e-commerce promotes the rapid development of express logistics industry.As the last link of B2 C e-commerce transactions,express logistics is directly facing consumers.However,there are still many problems in B2 C express logistics service,such as delivery delay,express delivery loss and shortage,express damage and poor attitude of service personnel,etc.In 2016,express logistics complaints the most important problem.The purpose of this paper is to study B2 C express logistics service satisfaction,based on customer satisfaction theory and service contact theory,on the basis of retaining the overall framework of American customer satisfaction model(ACSI),using perceived price instead of perceived value.Explore directly the price drivers of B2 C express logistics service satisfaction.Based on the theory of service contact,the evaluation system of perceived service quality of B2 C express logistics service is constructed.Finally,the evaluation model of B2 C express logistics satisfaction is established from three aspects: enterprise contact,commodity contact and logistics employee contact.Finally,taking S express logistics company as an example,this paper uses AMOS software to make an empirical analysis of the model.Based on this model,the main influencing factors and paths of the satisfaction degree of express logistics service can be analyzed.Some suggestions on how to improve the satisfaction of express logistics service and how to improve the logistics service of enterprises are put forward.This article draws the following conclusions:(1)customer expectation has a direct positive effect on customer satisfaction;(2)perceived service quality has a direct positive effect on customer satisfaction;(3)business contact perception Quality of service has a direct positive effect;(4)product contact has a direct positive effect on perceived service quality;(5)personal contact has a direct positive effect on perceived service quality;(6)perceived price has a direct positive effect on customer satisfaction.Impact;(7)Customer satisfaction has a direct positive effect on customer loyalty.In terms of the factors affecting satisfaction,qualitydriven is better than price-driven;on the evaluation of service quality,the impact of productcontact dimensions is even greater.