Analysis On The Transformation Path Of Customer Satisfaction To Loyalty Of Cross-border Import E-Commerce Company

With the improvement of disposable income per capita and quality of life for Chinese residents,China's potential consumption power has expanded,which has led to a good development of the cross-border import e-commerce industry.The total transaction value of China's cross-border import e-commerce industry has linearly increased from 0.45 trillion yuan in 2013 to 1.9 trillion yuan in 2018,and the average annual growth rate has remained at about 42.2% during the five-year period.Under the overall favorable environment of the industry,A large number of enterprises make the cross-border e-commerce industry gradually become a “red sea” market,that competition has become increasingly fierce.Because imported e-commerce companies use price subsidies to obtain new customers,which led to some situation that consumers are driven by price factors and have not sufficient loyalty.At the same time,demographic dividends are gradually saturated,and it becomes increasingly difficult to obtain new customers through price subsidies for company,that led to a situation where “new customers are difficult to come and old customers are easy to go”.Therefore,a good consumer experience has increasingly become a key factor in the competitiveness of cross-border import e-commerce company,and turning satisfaction into customer loyalty has become one of the cornerstones for the company's long-term development.Among the cross-border imported e-commerce industry,JD Global ranks first in terms of better product quality and service experience in logistics,which is typically representative.Based on a basic analysis of the cross-border e-commerce industry,JD Global also faces a similar dilemma.JD Global has a better consumer experience,but its customer loyalty is low.Turning customer satisfaction into customer loyalty is a question worth pondering.This article takes JD Global as a typical case,through deep exploration of the development dilemma faced by JD and the predicament of trust and consumer loyalty for JD Global as a breakthrough.Based on the above difficulties,it uses a combination of questionnaires and empirical methods to apply factors,Validity analysis,exploratory factor analysis,factor load matrix,reliability analysis and other methods to test the reliability of the questionnaire,based on the American Consumer Satisfaction Index Model(ACSI),gradually explore the path from customer satisfaction to loyalty.The research results show that :1.JD Globa's customer satisfaction is positively correlated with the perceived quality and perceived value;2.Taking the factor of website trust as an intermediary variable,JD Global's customer satisfaction has a positive correlation with website trust.Customer satisfaction has a positive effect on customer loyalty through website trust;3.The customer expectations show a negative correlation with user complaints and negatively affect customer satisfaction through user complaints.Based on this,this paper proposes to promote the authenticity of the company:1.strengthen protection of genuine goods and enhance the perceived quality.2.enhance the trust of the website and strengthen the brand promotion.3.enhance the perceived value and etc.