Research On The Influence Of B2C Fresh E-commerce Logistics Service Quality On Customer Loyalty

The rapid development of e-commerce logistics has brought convenience to online shopping.The online shopping platform has assembled global products,and consumers can realize the desire to purchase globally without leaving home through various mobile clients.Nowadays,online shopping has become an indispensable daily shopping method for consumers.The surge in online shopping and shopping volume has prompted major e-commerce platforms to seize new market opportunities and gradually introduce new business segments.Among them,fresh products with strong demand,high repurchase rate and large sales volume are important business development segments for B2 C e-commerce companies to seize the consumer market.According to the book "Red House Banquet",the so-called "very particular food" comes from the best place of origin,and the other five points pay attention to food seasonality,while the quality of fresh e-commerce and its logistics service can satisfy customers' purchase.The demand for food that is very particular about food.Under the online shopping environment with serious homogenization of goods,B2 C e-commerce enterprises are gradually aware of the importance of logistics service quality in the online shopping process,and gradually regard logistics service as an important direction to enhance the core competitiveness of enterprises,and the quality of logistics service The importance of B2 C fresh e-commerce companies is even more prominent.B2 C fresh e-commerce enterprises know that the quality of fresh e-commerce logistics service can guarantee the quality of fresh products,promote consumer repurchase behavior,and consolidate the competitive position of the enterprise market.Therefore,B2 C fresh e-commerce enterprises in order to be able to produce fresh products The field maintains its core competitive advantages and intensifies efforts to improve its fresh e-commerce logistics services to achieve the goal of directly or indirectly enhancing customer loyalty and further enhance the market competitive position of B2 C fresh e-commerce companies.And what aspects of B2 C fresh e-commerce enterprises should improve the quality of logistics services? Which aspects of B2 C fresh e-commerce logistics service quality are the key factors affecting customer satisfaction and customer loyalty? How do these factors affect customer satisfaction and customer loyalty? Is the main problem that this study focuses on.The author systematically sorts out B2 C fresh e-commerce logistics service quality,fresh e-commerce consumer purchase behavior,customer satisfaction,customer loyalty and other domestic and foreign related literature.By reviewing domestic and foreign research findings,fresh e-commerce logistics is researched in recent years.hot spot.At present,China's academic research on fresh e-commerce logistics mainly focuses on logistics status,logistics mode,logistics cost,logistics risk,etc.,and B2 C fresh e-commerce consumers as research objects,from the customer perspective,combined with logistics The research on service quality is still lacking.Therefore,it is necessary to explore the impact mechanism of B2 C fresh e-commerce logistics service quality on customer loyalty.The existing research shows that the quality of logistics service is positively affecting customer satisfaction and customer loyalty.These conclusions have laid a solid theoretical foundation for this research.This research will follow the social development and enterprise dynamics,refer to the relevant theoretical models of the predecessors' logistics service quality to consumer behavior research,and construct the B2 C fresh e-commerce logistics service quality as the independent variable,customer loyalty as the dependent variable and customer satisfaction as the intermediary.The theoretical research model of variables,in which B2 C fresh e-commerce logistics service quality includes five dimensions: distribution quality,information quality,signing quality,communication quality and return quality.Based on the more mature and standard research scales of the predecessors,the questionnaires in accordance with the research were compiled,and the pre-study analysis of online and offline combination was completed and the contents of the questionnaires were improved to form a formal questionnaire for the study.Large-scale samples were collected through questionnaires and social platforms,and invalid questionnaires with incomplete filling and the same option from the beginning to the end were excluded.The statistical analysis software SPSS18.0 was used to empirically analyze 493 valid questionnaires collected in this study.After empirical analysis of the reliability and validity of the survey data,demographic variables,analysis,correlation analysis,regression analysis,etc.,verify the research hypothesis between B2 C fresh e-commerce logistics service quality,customer satisfaction,customer loyalty,Finally,the theoretical correction model after empirical analysis is drawn according to the regression equation.The empirical research found that the quality of B2 C fresh e-commerce logistics service positively affects customer loyalty,B2 C fresh e-commerce logistics service quality positively affects customer satisfaction,customer satisfaction has positive impact on customer loyalty,customer satisfaction in B2 C fresh e-commerce The intermediary between the quality of logistics services and customer loyalty.Among them,the distribution quality,communication quality and return quality of B2 C fresh e-commerce logistics service quality have the greatest impact on customer loyalty.Based on the results of empirical research,this study proposes the following management recommendations for B2 C fresh e-commerce companies:(1)improving the quality of cold chain distribution and ensuring fresh quality;(2)improving the quality of personnel communication and strengthening service awareness;(3)Improve the return logistics process and reduce customer complaints.It is hoped that the conclusions obtained by this research can give B2 C fresh e-commerce enterprises a certain reference value,and help B2 C fresh e-commerce enterprises to provide theoretical solutions to improve logistics service quality management and specific implementation measures.However,due to the limitations of this study,it is hoped that subsequent research will further improve and improve this research.