Research On The Impact Of B2C Fresh E-commerce Logistics Service Quality On Customer Repurchase Intention

With the continuous rise and rapid popularization of e-commerce in China,fresh e-commerce,as an emerging industry in the field of e-commerce,increasingly presents broad market prospects and development space.Logistics service,as the only direct link with customers,is a key channel for customers’ perception of harvest,which will affect the market share of enterprises.However,the logistics services of current mainstream B2 C fresh e-commerce enterprises are unsatisfactory and expose many problems.In the case of the rapid development of B2 C fresh e-commerce,how to evaluate its logistics service quality and further clarify the relationship between logistics service quality and customer repurchase intention has become a key concern of academia and fresh e-commerce enterprises.Based on the perspective of customer perception,using empirical research methods,taking B2 C fresh e-commerce customers as the research object,this paper evaluates the B2 C fresh e-commerce logistics service quality,and discusses the impact of B2 C fresh e-commerce logistics service quality on customer repurchase intention.By referring to the mature scale and theoretical model of domestic and foreign scholars,this paper summarizes the five dimensions of B2 C fresh e-commerce logistics service quality through literature research,namely reliability,responsiveness,professionalism,convenience and service flexibility.A theoretical research model with B2 C fresh e-commerce logistics service quality as the independent variable,relationship quality(customer satisfaction and customer trust)as the intermediary variable,and customer repurchase intention as the dependent variable is constructed,and the corresponding research hypotheses are put forward.On this basis,market research was carried out,and a total of 465 valid questionnaires were collected.Reliability analysis,exploratory factor analysis and mediation effect analysis were carried out on the sample data by SPSS25.0,and confirmatory factor analysis,fit degree analysis and path analysis were carried out on the established structural equation model by Amos24.0.The proposed research hypotheses are empirically tested.The results show that B2 C fresh e-commerce logistics service quality has a positive impact on relationship quality and customer repurchase intention.Relationship quality positively affects customer repurchase intention.Customer satisfaction positively affects customer trust,and relationship quality plays a mediating role in the influence of B2 C fresh e-commerce logistics service quality on customer repurchase intention.Based on theoretical research,this paper puts forward the following management suggestions for B2 C fresh e-commerce enterprises:strengthen cold chain logistics facilities and equipment to ensure the reliability of service quality;convenient logistics service for return and exchange of goods to improve the responsiveness of service quality;Establish standardized business processes to consolidate the professionalism of service quality;Improve the error handling process to strengthen the service flexibility of service quality.The management enlightenment obtained in this study have certain reference value for B2 C fresh e-commerce enterprises to take relevant measures to further improve logistics service quality management.