农村寄递物流服务顾客满意度影响因素分析——基于福建省福州市农村抽样调查数据

Analysis of Influence Factors of Customer Satisfaction in Rural Express Logistics Services:Based on Sampling Survey Data in Rural Areas of Fuzhou,Fujian

农村寄递物流是农产品上行、消费品下行的重要渠道,提高农村寄递物流服务质量和水平是推进乡村振兴的重要举措。基于对福州市辖内25个村的农户抽样问卷调研与访谈,提出服务便利性、服务可靠性、配送效率性、服务态度性等四个农村寄递物流服务顾客满意度测量维度,构建了农村寄递物流服务顾客满意度模型;采用结构方程模型、多元线性回归的方法对农村寄递物流服务顾客满意度影响因素展开分析。实证研究发现:服务便利性、服务可靠性、配送效率性对农村寄递物流服务满意度有显著正向影响,服务态度性对顾客满意度没有显著的正向影响。据此提出推动农村寄递资源共建共享、补齐农村寄递物流基础设施短板、促进寄递物流与其他产业融合、政策扶持与强化寄递物流人才队伍建设等促进农村寄递物流发展的建议,以提高农户关于农村寄递物流服务的满意度。

Rural express logistics is an important channel for agricultural products going up the supply chain and consumer goods going down the supply chain.Improving the quality and level of rural express lo⁃gistics services is an important measure to promote rural revitalization.In this paper,we first analyzed the cur⁃rent development status of the rural express logistics industry,and summarized the main problems with it,such as imperfect logistics network layout leading to inconvenient rural express services for the residents,poor logistics infrastructure to the detriment of rural express delivery service reliability,weak logistics con⁃centration level resulting in inefficient rural express delivery operations,and lack of professional logistics tal⁃ents jeopardizing the service capabilities of the rural express delivery industry.In this paper,through litera⁃ture review and research,we proposed the relevant research hypotheses.Then,based on the questionnaire survey and interviews of farmers in 25 natural villages under the jurisdiction of Fuzhou City,we subjected the data obtained to characteristic description,reliability/validity analysis,correlation test and regression anal⁃ysis,etc.On such basis,from the four dimensions of service convenience,service reliability,distribution effi⁃ciency and service attitude,we measured the customer satisfaction of the rural express logistics services,con⁃structed the corresponding customer satisfaction mode,and used the structural equation model and multiple linear regression method to examine the factors influencing the customer satisfaction of the rural express lo⁃gistics services.Next,through an empirical study,it was found that service convenience,service reliability,and delivery efficiency had significant positive impact on customer satisfaction of the rural express logistics services,which service attitude had none;and service convenience had the greatest impact on customer satis⁃faction.In view of the above findings,we put forward a series of recommendations and suggestions to im⁃prove the rural residents'satisfaction of the rural express logistics services,including guiding the various rural service entities to cooperate to improve service convenience;building a sound rural express service system to improve service reliability;encouraging the co-construction and sharing of rural express resources to im⁃prove delivery efficiency;and strengthening talent team construction to improve service attitudes.This study is based on a sampling survey and interview data of 25 natural villages in Fuzhou City.It deep⁃ens the understanding of the current development status of the rural express logistics industry by acquiring first-hand data on customer satisfaction of the rural express logistics services.Through regression analysis and structural equation modeling,it obtained and then analyzed the influencing factors of customer satisfaction of the rural express logistics services,and on this basis,put forward effective suggestions to promote the develop⁃ment of the rural express logistics industry,which is of great significance to rural revitalization.