B2C生鲜电商服务质量对顾客忠诚度的影响

The Impact of B2C Fresh E-Commerce Service Quality on Customer Loyalty

随着人们消费水平的提高和电商平台的崛起,人们对生鲜农产品的种类丰富化、购买便捷化提出了更高的要求。如何有效提高电商平台的服务质量、培养客户的忠诚,成为生鲜电商经营中亟待解决的问题。论文基于国内生鲜农产品电商的服务现状,构建了服务质量与顾客忠诚度的关系模型,并运用相关性分析和多元线性回归分析的方法,对盒马鲜生的服务质量进行综合分析。通过分析总结出当前该电商服务质量,并针对性地提出相应的解决方案和建议。

With the improvement of people's consumption level and the rise of e-commerce platform,the people has put forward higher requirements for the variety enrichment of fresh agricultural products and the convenience of purchasing.How to effectively improve the service quality of e-commerce platform and cultivate customers'loyalty has become an urgent problem to be solved.Based on the service status of domestic fresh agricultural products e-commerce,this paper constructs a relationship model between service quality and customer loyalty,and conducts a comprehensive analysis on the service quality of Hema fresh agricultural products by using the methods of correlation analysis and multiple linear regression analysis.Through the analysis and summary of the current e-commerce service quality,the paper puts forward corresponding solutions and suggestions.