The Research of the C2C Network Business Logistics Service Quality Impact on Customer Loyalty
|Keywords||C2C E-Commerce Logistics Service Quality Customer Satisfaction Exchange Cost Customer Loyalty Structural Equation Modeling|
Enhancing customer loyalty is an important means for companies to maintainmarket position and maintain a competitive advantage. In recent years, with thedevelopment of the Internet as a powerful commodity markets and distributionchannels, network customer loyalty has become more prosperous. Many studies haveshown that the complexity and uncertainty of the influencing factors about customerloyalty under network environment have become a bottleneck to hinder the furtherdevelopment of e-commerce. Moreover, compared with the traditional shoppingenvironment, the flow of e-commerce is more complex, logistics service quality of thenetwork business has become a key factor which constraints customer loyaltypromotion. Therefore, the study of the logistics service quality and customer loyaltymechanism about the C2C network business has far-reaching theoretical significanceand practical value.In this paper, C2C e-commerce is regarded as the research background. On thebasis of the related literature review about network customer loyalty impact factors ofthe domestic and foreign scholars, we learn from customer relationship managementtheory, consumer purchase behavior theory and service quality model research, bycombining with the characteristics of China’s C2C online shopping mode, propose therole path of the network businesses logistics service quality and customer loyalty, andbuild the structural equation model that reliability of logistics services, logistics andservice flexibility, customer satisfaction, switching costs and customer loyalty affecteach other. Then, this article makes reference to the maturity scale abroad, produces aquestionnaire to collect empirical data, and uses statistical analysis softwareSPSS17.0. Through using these means that descriptive statistics, reliability andvalidity analysis and factor analysis to analyze and process the survey data, AMOS5.0makes confirmatory factor analysis for hypothetical model. We draw the followingconclusions:1. Logistics services reliability has a significant positive impact oncustomer satisfaction;2. logistics services flexibility has a significant positive impacton customer satisfaction;3. Satisfaction has a significant positive impact on theconversion costs;4. Exchange cost has a significant positive impact on customerloyalty;5. Positive impact of customer satisfaction on customer loyalty is notsignificant, this is consistent with the non-linear relationship between customer satisfaction and customer loyalty.By constructing a structural equation model of the network business logisticsservice quality and customer loyalty, this article prese nts relationships and role pathsbetween network businesses logistics service reliability and logistics services flexibleand network customer loyalty, empirically tests the impact factors of customer loyaltyin a network environment, and provides theoretical support for network businesses tomake and implement customer loyalty plan.