A Research On The Impact Of Logistics Service Quality On The Repurchase Intention Of Customers

The cross-border e-commerce market is increasingly prosperous,but on the contrary,the current cross-border logistics system,which mainly focuses on international express delivery,is not yet perfect.Moreover,the overall service quality of express logistics is not good enough to catch the development speed of cross-border e-commerce.As for these platforms,how to retain consumers is the core of their competition.Therefore,the purpose of this paper is to study how cross-border e-commerce platforms can choose logistics methods better,regulate logistics service quality,improve customers' consumption experience,improve customer satisfaction and trust,and increase customers' willingness to repeat purchase.First of all,based on the literature research on “logistics service quality”,“relationship quality” and “repurchase intention of customers”,I reviewed the literature.Then the influence model of “logistics service quality” on “repurchase intention of customers” have been set up and “customer satisfaction” and “customer trust” are intervening variables.Then I put forward the corresponding hypothesis.Secondly,this paper collected empirical data after the design and distribution of questionnaires,and used SPSS20.0,Amos21.0 and Mplus6.0 to analyze on the collected data.Finally,the following research results are obtained:First,when customers choose to buy something on a platform,“logistics service quality” has a significant positive impact on” repurchase intention of customers”.That is to say,the higher the quality of logistics service that customers have experienced after consumption on the cross-border e-commerce platforms,the more customers are willing to purchase again.Second,“logistics service quality” has a significant positive impact on satisfaction of customers and the trust of them.That is to say,the higher the quality of logistics service that customers experienced,the higher the degree of satisfaction and trust with the platform will be.Third,both “customer satisfaction”and “customer trust” have significant positive influence on “repurchase intention of customers”,that is to say,the more satisfied customers are with the products andservices provided by the cross-border e-commerce platform,the more willing they are to buy again on the cross-border e-commerce platform.The more they trust the cross-border e-commerce platform,the more willing they are to buy again on the cross-border e-commerce platform.Fourth,both “customer satisfaction” and“customer trust” have significant mediating effects,and they both have partial mediating effects.Through the discussion of the above questions,I have explored the relationship between “logistics service quality”,“customer satisfaction”,“customer trust” and“repurchase intention of customers”.On the basis of these conclusions,Suggestions are put forward for cross-border e-commerce platforms to focus on improving logistics service quality and relationship quality,so as to promote customers' willingness to repeat purchase.