An Empirical Study On Customer Loyalty In The Express Industry Based On Customer Experience

The Internet model has injected fresh blood into China's express delivery industry,making China's express delivery industry flourish.While the market cake has grown bigger,it also has attracted many eateries.The express delivery companies have gradually moved from price competition to the customer experience to maintain customer loyalty maximally.Therefore,how to improve the customer experience to help express delivery companies maintain customer loyalty is very important.In this process,customer satisfaction plays an important part,because through the customer satisfaction,the company can adjust its strategic direction to meet the market demand,avoid the loss of customers and maintain customer loyalty.Therefore,this article attempts to explore how customer satisfaction plays an intermediary role between customer experience and customer loyalty,and hope that the final research results can provide some inspiration and reference for the managers of express delivery companies.The main ideas of this paper are the following steps: firstly,refine the relevant literature;secondly,construct the theoretical model and make relevant assumptions;thirdly,use SPSS20.0 to analyze questionnaire which has been issued and collected to verify the hypothesis;finally,based on the empirical results,present the limitation about this paper and outlook for the future research.The innovation of this paper lies in two points:(1)While the existing researches have studied the influence mechanism of customer experience,customer satisfaction and customer loyalty,the express delivery industry is rarely targeted,the existing researches on the express delivery industry mainly focuses on the status quo,business models and customer behavior.This article introduces 7P service marketing theory,based on the understanding of customer value,analyzing the customer experience,customer loyalty and satisfaction of the express delivery industry,and constructs a four-dimensional express customer experience model scale.Furthermore,this paper uses descriptive statistical analysis,combining reliability and validity with regression analysis and other data processing methods,establish a relationship model of customer experience and customerloyalty by using customer satisfaction as an intermediary variable,and then verify the relationship between three parties,which is good for the development of degree theory.(2)Using questionnaires and SPSS methods,an empirical model of customer loyalty in the express delivery industry is constructed.Taking customer experience as an independent variable,customer satisfaction as an intermediary variable,and customer loyalty as a dependent variable,a specific hypothesis model is proposed.By examining the significance of each variable,it is founded that for the variable of customer loyalty,the degree of different types of experience on customer loyalty is different.The degree of customer satisfaction affecting customer loyalty ranges from large to small.The main conclusions of this paper are as follows:(1)The customer experience in the express delivery industry and its four dimensions(product experience,personnel experience,price experience,and tangible display experience)have a significant positive impact on customer behavior loyalty.(2)The customer experience in the express delivery industry and its four dimensions have a significant positive impact on customer satisfaction.(3)Customer satisfaction in the express industry has a significant positive impact on customer loyalty(customer behavioral loyalty,customer attitude loyalty).(4)Customer satisfaction partial mediation affects the process of influence of customer experience on customer loyalty.