Research On The Impact Of Cross-Border E-Commerce Logistics Service Quality On Customer Loyalty

With the rapid development of cross-border e-commerce,cross-border ecommerce logistics,its service quality at the current stage can not well meet the needs of customers.According to the data of Telepay,the logistics problems encountered by cross-border online shopping consumers accounted for 21%in 2022,becoming the second hot issue of consumer complaints.As a link directly facing consumers,the quality of logistics service directly affects the psychological evaluation of cross-border consumers and then the loyalty of customers to the cross-border shopping platform.At the moment of increasingly fierce competition among cross-border e-commerce platforms,customer loyalty plays a vital role in improving competitiveness.Therefore,how to improve the customer loyalty of cross-border e-commerce platforms by improving the quality of logistics services has become the research purpose of this thesis.After defining the relevant concepts,based on the SERVQUAL model,this thesis summarizes the five dimensions of cross-border e-commerce logistics service quality through literature analysis and expert interview methods:service economy,service timeliness,and service flexibility,Service reliability,service reliability and professionalism of service personnel,introducing two dimensions of customer satisfaction and customer trust as intermediary variables,combined with the SOR model,constructs a S-S model that explains the how cross-border e-commerce logistics service quality impact model on customer loyalty,on the basis of this model,relevant assumptions are constructed.Considering the diversity of cross-border shopping categories,this thesis takes cross-border e-commerce daily consumer goods(daily necessities,clothing,electronic products,etc.)Questionnaires were collected and empirical analysis was carried out on the collected questionnaires,and the following conclusions were drawn:(1)Under the background of cross-border e-commerce,the five dimensions of logistics service quality will affect customer loyalty;(2)Customer satisfaction and customer trust play a partial intermediary role in the path of cross-border e-commerce logistics service quality affecting customer loyalty;(3)In the structural equation analysis,it is found that customer trust plays a partial intermediary role in the impact of customer satisfaction on customer loyalty.Through the discussion of the research questions,this thesis explores the relationship between the four variables of cross-border e-commerce logistics service quality,customer satisfaction,customer trust and customer loyalty,respectively from cross-border e-commerce platforms,cross-border e-commerce enterprises And crossborder e-commerce logistics service quality providers provide targeted countermeasures and suggestions based on the empirical results in order to better improve customer satisfaction and customer trust,thereby enhancing customer loyalty.