The Research On The Effect Of B2C E-commerce Return Logistics Service Quality On Customer Loyalty

With the rapid development of Internet information technology,the Internet has entered many ordinary families,and online shopping has become a new trend of shopping mode.B2 C mall has been developing rapidly with the promotion of Internet tide,and it has become an important trading platform for e-commerce.However,as the business volume of the B2 C e-commerce platform increases,customers' return events occur frequently,and customers pay more and more attention to the quality of goods and after-sales service.The cost of return is also getting higher and higher,which is a big challenge for e-commerce enterprises to reduce the cost of operation and to provide good quality o f return services.The high-quality return logistics service not only benefits the operation of e-commerce platform,improve the awareness of the B2 C mall return service and enhances the competitiveness of the industry,but also helps to the rational allocation of resources for the returned suppliers,and strive to establish a return service system that can both reduce costs and satisfy customers' satisfaction and trust,so as to promote the loyalty of old customers to e-commerce,and creates a good reputation to attract new customers.How to improve the B2 C return logistics services,reduce the cost of return logistics and retain more old customers has become a major problem to be solved for electric business enterprises to form sustainable competitiveness in the network environment.Throughout the previous literature review,at home and abroad on the B2 C electricity providers return logistics service quality research also focused on the return logistics service quality evaluation system,return logistics operation mode,return logistics management strategies and other aspects of the research,and the quality of the relationship as the intermediary variables of B2 C return logistics service quality and customer loyalty research the lack of literature.It has been studied that high quality online shopping return logistics service helps to improve customer satisfaction with the mall,deepen the quality of bilateral relations,thereby increasing the number of purchases,making them a loyal customer of the mall.But for the B2 C return logistics service quality is how to influence customer loyalty,whether the relationship quality between the B2 C return logistics service quality and customer loyalty have a mediation effect,what kind of relationship these three variables,what kind of impact,so far there is no unified view in the academic research,the empirical analysis of the relative less.This paper based on the research background of shopping industry,the customers who have B2 C e-commerce return experience as the research object,introducing satisfaction and trust as the relationship quality,and put the two as a intervening variable.Construction of B2 C electrical contractor return logistics service quality impact on customer loyalty model,using empirical method to validate the model,further research B2 C return logistics service quality,relationship quality and relationship between the customer loyalty.After reviewing and summarizing relevant literature theories,this paper puts forward the B2 C return logistics service quality includes four dimensions: service policy,communication quality,process quality and customer cost;relationship quality includes two dimensions: customer satisfaction and customer trust;customer loyalty is measured as a single dimensio n.At the same time,building a theoretical model of customer loyalty based on the quality of return logistics service.through the issuance of the questionnaire,285 valid questionnaires were collected,analyzed the reliability and validity analysis,correlation analysis and regression of the data using the software SPSS20.0,the relationship between B2 C on the logistics return service quality,relationship quality and customer loyalty to the basic verified.This research draws the following four conclusions:(1)B2C return logistics service quality on customer loyalty has a positive impact,but the impact of different levels of four dimensions to customer loyalty.The first factor is the customer cost,the quality of communication in second,affecting the q uality of process for the smallest.Service policy has no significant impact on customer loyalty.(2)The quality of B2 C return logistics service has a positive impact on the two dimensions of the satisfaction and trust of the relationship quality.The communication quality,process quality and customer cost have a positive effect on the satisfaction,service policy,process quality and customer cost have a positive effect on trust.(3)The relationship quality has a positive influence on customer loyalty,a mong which the trust dimension has more influence on customer loyalty than the satisfaction dimension.(4)The relationship quality has a mediating effect between B2 C return logistics service quality and customer loyalt.That is,B2 C returns logistics service quality has a positive impact on customer loyalty through positive influence,customer satisfaction and customer trust in two dimensions.Finally,on the basis of the research results,this paper puts forward some practical suggestions for improving the service quality of B2 C return logistics :(1)Provide a comprehensive commodity information and experience,reduce the return rate from the source.(2)Establish good communication channels and strengthen the sense of service.(3)Improve the logistics information management system and shorten the time of return treatment.(4)Strengthen cooperation with third party logistics to reduce the cost of return logistics.We hope to provide some reference for the B2 C mall about future after-sales service,the operation of logistics management and the expansion of the market.