Study On The Impact Of B2C E-commerce Platform Logistics Service Quality On Brand Loyalty

The rapid development of Internet and e-commerce makes the market scale of network shopping continue to develop and grow,prompting many enterprises to gradually transform to e-commerce.In the face of various e-commerce enterprises,consumers’ consumption behavior is highly uncertain and the conversion cost is low,which increases the difficulty for enterprises to maintain customer loyalty.In the era of changing consumption concepts,the level of service quality is attracting more and more attention from consumers.As an indispensable process of online shopping,logistics service quality will affect customers’ purchasing experience and behavior to a large extent.In order to enhance the brand competitiveness,many B2 C electrical business enterprises begin to build the self-management logistics service system,formed from the product unified purchase,online trading to the logistics distribution is a body comprehensive electric business platform,however,in the face of the increasing individuation logistics demand,logistics services provided by the electric business enterprise still has a lot to upgrade and improve the space.Based on B2 C electronic business environment,this study will be provided by the electric business enterprise logistics service quality since the platform is divided into five dimensions: human interaction quality,logistics,information quality,customized logistics service quality and quality of logistics cost and logistics operation quality,customer satisfaction,brand trust as the intervening variable,build the logistics service quality affects customer loyalty to electric business enterprise brand theory model,based on this,using confirmatory factor analysis and exploratory factor analysis to collect data for processing,verify the reliability and validity of the scale,by constructing a structural equation model,this study puts forward assumptions are verified,the following results: Human interaction quality,customized logistics service quality,logistics cost quality and logistics operation quality have significant positive impact on customer satisfaction,while logistics information quality fails to pass the test.Personnel interaction quality,customized logistics service quality,logistics information quality and logistics operation quality have significant positive impact on brand trust,while logistics cost quality fails to pass the test.Customer satisfaction plays an intermediary role in the process of logistics service influencing brand trust.Logistics service quality affects brand loyalty through customer satisfaction and brand trust.Finally,based on the research results of this paper,relevant Suggestions are put forward for the improvement of logistics service quality of B2 C e-commerce enterprises.