Resarch On The Impact Of Logistics Service Quality On Customer Fit In The Context Of New Retail

At present,China is in a new era of retail industry.With the help of digital emerging technologies,new retail integrates online shopping services and offline experience.At the same time,this model has been widely integrated into physical retail stores and all kinds of experience stores,profoundly changing people’s consumption concept and shopping experience.As an external influencing factor,logistics service quality has a great impact on consumers’ shopping experience.Customer fit is also one of the most important competitiveness of new retail enterprises and an important standard source to measure logistics service quality.It is of great theoretical significance and practical guidance to sort out the internal mechanism of logistics service quality under the background of new retail and explore its relationship with consumer psychological contract and customer fit.Research based on the background of new retail,logistics order link,error handling,shipping,to sign for link four processes as four dimensions of logistics service quality research,customer psychological contract in the transactional psychological contract and relational psychological contract as chain intermediary variable,customer fit at the same time be divided into three dimensions,cognition,emotion,and behavior This paper constructs a theoretical model of the impact of logistics service quality on customer fit in online retail enterprises under the new retail background.Based on relevant theory and previous research,this study from the influence of logistics service quality to customers,making the logistics service quality affect consumers’ psychological contract,the influence of consumer psychological contract to customer fit,and consumer customers with internal mechanisms,consumers psychological contract intermediary role in the five aspects put forward eight assumptions and 20 is the hypothesis,Data were collected by issuing questionnaires to online retail consumers,and 391 valid questionnaires were collected.Meanwhile,a structural equation model was established.SPSS and AMOS were used to verify the reliability and validity of data as well as hypothesis verification.The research hypothesis draws the following conclusions:(1)logistics service quality positively affects customer fit.(2)Logistics service quality positively affects consumer psychological contract.(3)Consumer psychological contract positively affects customer fit.(4)Consumer transactional psychological contract positively affects relational psychological contract.(5)Consumer psychological contract plays an intermediary role between logistics service quality and customer fit.(6)Consumer psychological contract plays an intermediary role between logistics service quality and customer cognition.(7)Consumer psychological contract plays an intermediary role between logistics service quality and customer emotion.(8)Consumer psychological contract plays an intermediary role between logistics service quality and customer behavior.Therefore,the research results of this paper help to improve the theoretical relationship between logistics service quality and customer fit in the context of new retail,strengthen the formation of consumer psychological contract,improve customer cognition,enhance customer emotion and guide the generation of customer behavior.This provides operational guidance and marketing inspiration for online retail enterprises to improve logistics service quality,provide consumers with a variety of shopping options,improve shopping experience and how to better retain customers,as well as improve the relationship between enterprises and customers.