Study On The Relationship Between Online Shopping Logistics Service Quality And Customer's Satisfaction As Well As Repurchase Intention

With the vigorous development of Internet and e-commerce,the scale of online shopping expands and expands,and the mode of online shopping is also widely accepted.Logistics service is the key to achieve online shopping transactions,and is directly related to customers' online shopping experience and online store operators' interests.Therefore,the quality of online shopping logistics service has become a hot topic shared by academia and e-commerce enterprises.This study summarizes the six dimensions of the quality of online shopping logistics service through a large number of literature and the characteristics of online shopping: order quality,customized quality,response quality,delivery quality,logistics personnel service quality and quality of deviation treatment,and constructs a model for the impact of online shopping service quality through the intermediary role of customer satisfaction on repurchase intention.On this basis,352 valid questionnaires are designed and collected.The data are processed by CITC analysis,factor analysis and correlation analysis,and the reliability and effectiveness of the measurement scale are verified.Through the construction of the structural equation model,the empirical results are as follows: the six dimensions of the quality of the online shopping logistics service have different effects on customer satisfaction.The quality of customization,the quality of delivery and the service quality of logistics personnel have a significant impact on customer satisfaction,while the effect of order quality,response quality and logistics service quality has not passed the significant test;customer satisfaction has a significant positive impact on repurchase intention;online shopping logistics service quality has a positive effect through the mediating effect of customer satisfaction,and this effect is a complete mediator.On this basis,we put forward some practical suggestions with reference to the operator of the online shop.The purpose is to help the operator to improve the customer satisfaction and further improve the customer's repurchase intention.