Research On Preventive Service Remedy In Logistics Express Service Industry

Logistics express delivery enterprise is essentially a customer-oriented service.The essence of modern logistics management is to provide customers with quality and quantity of logistics courier service on the premise of satisfying customers.Express delivery service logistics as an important form of socialization,the quality of customer service directly affects the customer's willingness and long-term purchase of services.However,due to the invisible nature of services,the simultaneity,perishability and non-storage of services,it is inevitable that there will be flaws in service production and interaction.In the event of a service failure,if the courier company can not remedy the situation immediately,the customer chooses to leave and even tell others about his or her experience.Therefore,an effective remedy for service failure is an effective means for express delivery enterprises to ensure service quality and maintain customer loyalty.Existing research generally believes that "instant remedy" is one of the most effective ways to deal with customer complaints,and even used by logistics enterprises as a common mode to deal with "business disputes." However,in the real-life logistics service management activities,the effectiveness of immediate remedies can not be satisfactory.This is mainly due to customer service errors encountered,for a variety of objective reasons,only a small number of customers will take the initiative to complain,and express delivery companies often complain about the customer only an immediate remedy for those who experienced service failures have not complained customers Often do nothing,and then lose a certain amount of customer loyalty.At the same time,logistics enterprises often complain about clients' immediate remedies.Often,due to the improper timing,the remedial results run counter to the expectations of the express delivery enterprises,leaving most "immediate remedies" unsuccessful.Based on the characteristics of courier business services,this study proposed the theory of preventive service recovery based on the theoretical basis of the consistent mood effect,vaccination theory and psychological defense mechanism.That is proactive preventive service remedy before service failure,in order to achieve the effect of improving customer loyalty by preventing and mitigating the negative impact of service errors.Then,using the contextual experiment method in the context of courier service failure,this paper discusses in detail the timing of "instant remedy",which is not the only remedy strategy.The preventive remedy timing can effectively improve the effectiveness of customer complaint processing under the circumstance of courier industry error.Customer service error is not complained especially effective.Based on this,a theoretical model of preventive service recovery for customer post-purchase behavior is constructed based on the theory of perceptual fairness.With the express delivery industry as the research background industry,quantitative analysis of the research questions is conducted through questionnaire.A total of 400 questionnaires wereissued,of which 365 were valid questionnaires.After the data collection is completed,the structural equation model(SEM)is used and tested.The results show that,compared with the traditional instant recovery opportunity,the preventive remedy opportunity can effectively improve customer satisfaction with service recovery,and the opportunity to prevent recovery does not occur in the absence of service failure will not reduce the customer's willingness to buy the side effects.From this it can be seen that the customer's awareness of the remedial effect depends not only on the remedial strategy itself but also on the timing of the remedy,and it is difficult to obtain an ideal remedy without remediation of the remedial timing.Further examination of customer post-purchase behavioral models shows that preventive remedy has a significant positive impact on customer loyalty and positive word-of-mouth communication through a fairness of perceptual process,fairness of perceptual outcomes and fairness of perceptual interaction.Customer trust plays a regulatory role between preventive service recovery and customer loyalty.The results can provide effective suggestions and practical guidance for express delivery enterprises to improve customer service management processes and improve customer loyalty.