快递物流企业提升客户忠诚度研究

Research on Improving Customer's Loyalty to Express Logistics Enterprises

近年来,我国快递物流业总体满意度在稳步上升,但高满意度并不意味着能为企业带来高客户忠诚度。随着市场竞争愈发激烈,顾客忠诚对快递物流企业的作用日益突出。文章首先报告了当前我国快递物流市场的发展现状,对快递物流企业客户忠诚度的影响因素进行梳理,确定了顾客期望质量、顾客感知质量、顾客感知价值、企业形象和顾客满意为最终的影响因素,并构建出研究所使用的客户忠诚度模型;在对调查问卷进行设计和回收后,基于结构方程模型进行数据分析,得出影响快递物流企业客户忠诚度的主要因素为企业形象和客户感知质量,并从重视员工素质、提升口碑效应以及提高客户感知质量三个方面提出相应的解决策略。

The overall satisfaction of express logistics enterprises is rising in recent years in China , but high satisfaction does not equal to high loyalty. Along with the fierce competition, customer loyalty is increasingly prominent. The paper first reported the state of express logistics market in China, and combed the influence factors of customer loyalty. After determining the final influence factors of＂customer expectation quality＂, ＂customer perceived quality＂, ＂customer perceived value＂, ＂corporate image＂ and ＂customer satisfa-ction＂, the customer loyalty model is built. Based on the questionnaire＇s design, recovery and structural equation model, the paper concluded that the main influence factors were＂corporate image＂and＂customer perceived value＂. In the end , the paper put forward the corresponding suggestion from three aspects.