Research On The Impact Of E-commerce Return Management On Customer Loyalty Under B2C Model

With the rapid development of network information technology,the B2 C mall has developed rapidly under the impetus of the Internet wave,and online shopping has become an essential part of modern people's daily life.While the business volume of the B2 C e-commerce platform is increasing,the number of customer returns is also increasing rapidly,customers are paying more and more attention to the quality of goods and after-sales service,and the return costs are becoming higher and higher.The return service is an important part of after-sales service in online marketing.While increasing costs,it is also an important link for effective interaction between e-commerce companies and customers.Returns are considered as good opportunity by e-commerce companies and online shopping platforms to manage and improve customer relationships and build customer loyalty.In the context of B2 C e-commerce online shopping,the concepts and dimensions of returns management,customer loyalty and other variables are defined and clarified by referring to relevant literature and combining with the actual basis of e-commerce companies;introduce return satisfaction and customer trust as intermediaries variables,attribution of responsibility as a moderating variable,and propose the hypothesis of correlation,intermediary effect and moderating effect,and construct a model of the influence of e-commerce return management on customer loyalty;at the same time,design several main variable measurement scales and a questionnaire for the study of the impact of return management on customer loyalty.The customers who had a B2 C e-commerce return experience are taken as the research objects.A total of 601 valid questionnaires are recovered by issuing the questionnaire.Correlation regression analysis and structural equations are used to verify the model authenticating.The study draws the following four conclusions: e-commerce return management and its five sub-dimensions(access support,friendly interaction,communication support,process convenience,process ease of use)all have significant positive impacts on return satisfaction,customer trust,and customer loyalty;customer trust creates a partial mediation effect between e-commerce return management and its five sub-dimensions(access support,friendly interaction,communication support,process convenience,process ease of use)and customer loyalty;return satisfaction and customer trust create a chained intermediary effect between e-commerce return management and its five sub-dimensions(access support,friendly interaction,communication support,process convenience,process ease of use)and customer loyalty;attribution of liability creates a negative adjustment effect between e-commerce return management and customer trust,that is,the more customers think that the return is due to the merchant,it often occurs and the reason for this return is actually controllable by the merchant,the weaker the positive impact of return management on customer trust is.Based on the above research conclusions,the following management suggestions are proposed: continuously improve the return management service and increase customer loyalty;rationally allocate resources according to the reason for return and improve the remediation benefit of return service;summarize the experience of return processing and improve the customer's consumption experience from the source.Finally,point out the research limitations and related issues that need further research in the future.