Research On The Impact Of Online Shopping Logistics Services Quality On Customer Loyalty

Logistics is the bridge of consumers of online shopping and online shop.With the rapid development of online shopping,the restriction of logistics bottlenecks to the development of online shopping cannot be ignored and evaded.Solving the problem of logistics services and improving the satisfaction of logistics services quality determine the development of online shopping in a large extent.Meanwhile,the increased complaints of logistics service constitute the major complaints in online shopping.Because the quality of the logistics service directly influences the consumers' online shopping experience,further to influence the consumers' satisfactory to online shopping,confidence and online shop loyalty,so the quality of the logistics service play an important role to the online shopping consumers and their loyalty.However,study on the influence of logistics service quality to the consumers' loyalty is far to enough.Therefore,in the field of logistics service quality and the consumer loyalty,this thesis does the review to the existing references.By the review,the research finds out that online shopping logistics services quality contains six elements which are logistics information quality,communication response quality,pace quality,quick service quality,integral delivery quality,tolerance handle quality,and we do the operational definition to the research variants,forming a standard which can be used to estimate the logistics service quality.Meanwhile,based on the current references and theories,thesis proposes a model,which is arisen from the logistics service quality,researches the influence of the online shopping logistics service quality to the consumer loyalty by two variables--consumer confidence and satisfaction as intermediate variable,consumer loyalty as outcome variable.At last,by lots of ways,such as the questionnaires,websites,collect information from online shopping consumers,and analyze the information by the model and hypothesis,using reliability analysis,validity analysis and regression analysis.Empirical analysis reveals that the influence of the service quality to consumer loyalty is positive,and the influence of logistics information quality and pace,which are contained in the logistics service quality,is more striking.