Research On The Impact Of Fresh E-commerce Logistics Service Quality And Logistics Service Recovery On Customer Loyalty

With the development of network technology,the upgrading of consumption structure and the impact of the global epidemic in recent years,the online user scale of fresh e-commerce has increased significantly,which also puts forward higher requirements for the logistics of fresh e-commerce enterprises.Enterprises need to understand the mechanism of the impact of logistics service quality on customer loyalty in order to formulate a reasonable logistics service strategy;The rapid development of fresh e-commerce logistics and the continuous updating and upgrading of technology will inevitably generate service errors in the specific implementation process.In order to better attract and maintain customers,enterprises should take active and effective remedial measures.This paper explores the relationship between fresh e-commerce logistics service quality,service recovery and customer loyalty from the perspective of customer experience.Firstly,through literature analysis,this paper combs the research results of logistics service quality,service recovery and customer loyalty,determines the definition and dimension of logistics service quality of fresh e-commerce,and develops a measurement scale with good reliability and validity.Secondly,it constructs the influence model of customer loyalty with customer satisfaction as the intermediary variable and switching cost as the regulating variable,and puts forward the research hypothesis.It uses descriptive analysis,reliability and validity analysis,variance analysis,correlation analysis and regression analysis to test the model and hypothesis.The relevant research results show that the logistics service quality of fresh e-commerce can be divided into three sub dimensions: time quality,information quality and distribution quality;Each sub dimension of fresh e-commerce logistics service quality and logistics service recovery positively affect customer loyalty through customer satisfaction;Switching cost,gender,age and other factors play a regulatory role in the relationship between fresh e-commerce logistics service quality and customer satisfaction.Based on the research conclusion of this paper,the research puts forward three management suggestions,such as upgrading the distribution technology and ensuring the quality of fresh products,and points out the future research prospects.The relevant conclusions and management suggestions of this paper have a strong supporting role for China’s fresh e-commerce to build a unique competitive advantage and sustainable development.