Research On The Influence Mechanism Of The Passion Of Logistics Frontline Employees On Consumer Brand Loyalty

In the context of the slowdown in the growth of total social logistics production and fierce competition among enterprises,consumers also have higher requirements for the service quality of logistics.As the key delivery point in the service,logistics frontline employees provide consumers with passionate,high-quality and convenient services,which helps to improve the core competitiveness of logistics enterprises.This study first reviewed the relevant research on work passion and frontline staff passion,and combined with the service quality model,put the logistics frontline staff passion in two main scenarios: providing services to consumers and helping consumers solve problems.This paper uses the warmth perception and ability perception in the stereotype content model as the intermediary to build a mechanism model of the influence of the passion of frontline logistics employees on brand loyalty from the perspective of consumers.On this basis,empirical investigation and analysis were carried out.Based on the results of in-depth interviews,the frontline staff passion scale of employees’ self-assessment was transformed into the logistics frontline staff passion scale from the consumer perspective,including four dimensions: active service,outstanding service,active problem solving and effective problem solving.After determining the design of the scale,the questionnaire was collected by snowball sampling of online contacts,and analyzed by SPSS and AMOS tools.The research found that the four dimensions of passion of frontline logistics employees positively affect consumers’ warmth perception and ability perception,and the warmth perception and ability perception positively affect consumers’ brand loyalty.In addition,consumers are more impressed with the passion of frontline logistics employees when solving problems,and their ability perception has a greater impact on brand loyalty.This study developed the logistics frontline staff passion scale,expand the frontline staff passion and service marketing related research.It has important reference value for managers to put forward suggestions on how to make use of the positive influence of frontline logistics employees,effectively conduct service training and improve the supervision mechanism,so as to break the bottleneck of improving service quality and upgrading.