The Effect Of Customer Experience On Customer Loyalty Of Express

The experience of e-commerce has been upgraded today and express service goes ahead of the rest. With the promotion of e-commerce’s benign development, express industry in China has entered a rapid development period, which shifted from the dominance of China Post to a number of new companies. Mergers and reorganizations of the expresses are playing all the time with the new competition express are flooding into the market. As a typical service firm, the express gradually altered from the competition of speed and price into the customer experience period. As a consequence, nowadays nearly all express companies are concerned about one question:how to capture and retain customers and maintain the customer loyalty by improving their express experience.The object of this study is the express industry. By researching on relevant literatures about customer experience at home and abroad and combining the practical features of express industry, this paper concludes the main factors that influence the customer experience in express industry and builds a model of customer experience’s impacts on customer loyalty. This research can be divided into three parts. First, through literature review, group discussion and expert opinions, I set up a model of customer experience and designed a measurement scale based on it; then I evaluated the scale by pretest, reliability and validity analysis and confirmatory analysis. Second, by consulting a large number of literature reviews about customer experience at home and abroad and combining the scale in the first step and the situation in China, I proposed a theoretical model and hypothesis of the relationship between customer experience and customer loyalty on the foundation of the theories of customer experience, customer satisfaction and customer loyalty, etc. Last, I made correlation analyses and regression analyses of the three dimensions of customer service, customer satisfaction and customer loyalty with the aid of SPSS17.0.The results are as follows:(1) Customer experience in express industry consists of three dimensions, namely product experience, service experience and brand experience, which all impact customer loyalty positively;(2) Customer experience in express industry has a significant positive influence on customer satisfaction;(3) Customer satisfaction plays an intermediary role between customer experience and customer loyalty;(4) Customers with different backgrounds have different impacts on variables in the models.By building the model and scale of customer experience in express industry, this paper aims to study the relationship between customer experience and customer loyalty and puts forward some pieces of advice on enhance the customer experience management in express industry at the last part, in the hope of offering feasible reference to the express service in China.