Research On The Influence Of Emotional Labor Of Express Delivery Personnel On Customer Loyalty

With the tremendous development of China's economy and society,the overall economic aggregate is constantly improving and the comprehensive economic strength is also increasing day by day.The sustained and rapid economic growth has led to the acceleration of the flow of a large number of goods,services and information,as well as the rapid growth of the demand for logistics.The society develops day by day,the customer's request to the service quality is also higher and higher.People are no longer limited to meeting basic needs,but want to maximize the service experience.Logistics companies have also realized the importance of logistics service quality and gradually regard logistics service as an important direction to enhance the core competitiveness of enterprises.They hope to improve the logistics service,to build a long-term relationship between enterprises and customers.When customers identify with the enterprise,they will have a relatively high evaluation of the capital enterprise and increase their purchase intention,thus enhancing customer loyalty.Therefore,it is of great importance for service enterprises to study the impact of emotional labor of delivery personnel on customer loyalty from the perspective of customer-enterprise identity.Although domestic and foreign scholars have sorted out and empirically studied the emotional labor on customer loyalty,enriched the research topic of emotional labor,and obtained many valuable studies.However,the research on the influence mechanism of express delivery personnel on customer loyalty is still relatively scarce.This paper first reviews the concept of emotional labor,its dimensions and its impact on customer loyalty,as well as the definition and formation process of customerenterprise identity.Based on the literature review,a theoretical model was constructed.With the logistics industry as the background,the emotional labor of delivery personnel was taken as the independent variable and customer loyalty as the dependent variable,and the mediating role of customer-enterprise identity between emotional labor of delivery personnel and customer loyalty was explored.According to the research results of this paper,relevant management suggestions are put forward for logistics service enterprises,so that express delivery personnel can conduct correct emotional labor so as to enhance customer loyalty,in order to provide theoretical basis and practical reference value for logistics enterprises.The conclusions of this study are as follows:(1)Deep performance and natural behavior in emotional labor have a significant positive impact on customer loyalty,while shallow performance has no significant positive impact on customer loyalty.(2)Deep performance and natural behavior in emotional labor of express delivery personnel have a significant positive impact on customer-firm identity,while shallow performance has no significant impact on customer-firm identity.(3)Customer-firm identity positively affects customer loyalty.(4)Customer-enterprise identity has partial mediating effect on the deep performance of Courier and customer loyalty;There is a partial mediating effect between the natural behavior of delivery personnel and customer loyalty.There is no mediating effect between the superficial performance of delivery personnel and customer loyalty.