转型时期电商物流企业顾客忠诚度实证研究

An Empirical Study on Customer Loyalty for E-business Logistics Industry in the Transitional Period

电子商务的快速发展给我国物流行业带来巨大机遇。国内电商物流企业规模在不断扩大的同时,面临来自传统企业开展电商物流和自身结构调整与服务优化转型的双重挑战。其中的核心问题是提高服务质量和顾客忠诚度。本文从顾客满意、物流服务质量、转换成本、品牌形象视角构建出电商物流企业顾客忠诚影响因素模型并采用结构方程模型法对模型研究假设进行了验证。研究结果表明,物流服务质量、财务成本、情感体验对电商物流企业的顾客行为忠诚和顾客态度忠诚均存在显著影响,顾客满意、企业形象对电商物流企业的顾客态度忠诚存在显著影响,评估成本对电商物流企业的顾客忠诚的影响并不显著。该模型对解释转型时期我国电商物流企业的顾客忠诚具有较好的实践指导意义。

China＇ s rapid development of electronic business has brought great opportunities for logistics industry. While the scale of logistics industry is continually expanding, it＇ s also facing challenges from traditional enterprises which are establishing e-business logistics services. Besides, logistics industry is facing the reality demand of structural adjustment and service optimization. At present, the key is to improve the service quality and customer loyahy of e-business logistics industry. In this study, customer loyalty model is developed based on perspectives of customer satisfaction, logistics service quality, switching costs and brand image. The structural equation model is used to verify hypotheses of research model. The result shows that logistics service quality, financial costs and emotional experience all have significantly positive influences on customer loyalty in e-business logistics industry, customer satisfaction and corporate image only have significantly positive influences on customer attitude loyalty in e-business logistics industry, evaluation cost does not have significantly positive influence on customer loyalty in e-business logistics industry. This model has a good practical significance to explain customer loyalty of e-business logistics industry in China in the transitional period.