Research On The Influence Of Service Quality Of Agricultural Product E-commerce Platform On Customer Stickiness

With the continuous development and improvement of e-commerce information technology,online purchasing goods has become a trend.There are many kinds of online purchasing products.Among them,online purchasing of agricultural products has become a new long-term trend.Agricultural products e-commerce platform has developed rapidly.There have been many platforms for customers to choose,such as Jingdong's and Taobao's Fresh Zone,Fresh hema,SF-best and so on.However,the agricultural product e-commerce platform has entered the era of homogenization,and customer stickiness is not easy to cultivate.Therefore,in addition to ensuring quality and safety from the source,how to improve the experience and service level of the e-commerce platform from the customer's perspective,and continuously improve customer satisfaction and trust,to improve the user's stitching costs,enhance customer's stickiness behavior has become the focus of scholars.Firstly,the research problem of this thesis is proposed by combing the literature and constructing the dynamic game of service quality from the customer perspective.Based on the research framework of SQ-CS-BI,the research model of this thesis is constructed.It mainly explores the relationship between service quality,relationship quality(including satisfaction and trust)and customer stickiness.The service quality is divided into four dimensions: function and design,reliability,interaction and compensation.At the same time,the moderating effect of the switching cost between the relationship quality and the customer stickiness is also considered.Then,according to the research model and using the mature scale to design the questionnaire,the questionnaire was pretested with SPSS22.0.Reliability test,exploratory factor analysis and confirmatory factor analysis were carried out on the collected formal questionnaires.Structural equation model was constructed with AMOS 21.0 to verify the direct and mediating effects.The experimental results show that:(1)The function and design has no significant effect on customer stickiness and relationship quality,but reliability,interactivity and compensation are significantly positively affect customer stickiness and relationship quality.(2)The quality of the relationship will significantly affect the customer's stickiness.(3)The relationship quality has a partial mediation between reliability and compensation and customer stickiness,and there is a complete intermediary between interaction and customer stickiness.(4)Hierarchical regression is used to verify the moderating effect of switching costs.The results show that the switching cost has a significant positive moderating effect between the relationship quality and the customer stickiness.Finally,according to the results of the game and the questionnaire survey,the marketing recommendations for the agricultural e-commerce platform are targeted: delivering agricultural products to consumers on schedule,providing convenient,smooth and good two-way communication for consumers,timely service remedy when service failures occur and effectively using online consumer switching costs to improve customer satisfaction and trust and enhance consumer stickiness.