Research On The Influencing Mechanism Of Service Quality Of Express Enterprise On Brand Loyalty

The express industry has been a corresponding promotion with continuously development of e-commerce industry. In recent years, the business volume and business income of express companies growth rapidly, but a lot of problems are produced, such as: international express companies with capital, technology and other advantages highlights the strong competition ability, state-owned and private express enterprises in management and technology are relatively backward, the low quality of service, user complaint rate rising year by year, which seriously restricts the development of state-owned and private enterprises. At the same time, because the express company is a service enterprise, it does not have a specific product as a carrier, the brand of the enterprise is mainly way that the consumers get the information of the services provided.Thus, such as express enterprise that provide service want to maintain competitive advantage and continuous development and growth, it should start from the cultivate and maintain the brand loyalty of consumers.So to explore the impact mechanism of express enterprise service quality on brand loyalty is of great significance to the development of express enterprise.In this paper, firstly, the research results of service quality and brand loyalty are sorted out by means of literature analysis,and analyse the theory of cognition-emotionbehavior. Secondly, investigating and analysing the content of service quality and brand loyalty of express enterprise by questionnaire survey. Finally, processing data by statistical analysis that is by SPSS17.0 statistical software and according to the results of the analysis to draw the conclusion of this paper.The research conclusions of this paper are as follows: the service quality of express enterprise can be measured by the quality of personnel communication, convenience,time quality, economy, service recovery quality.Positive consumer sentiment, brand trust, brand loyalty are influenced by the public influence factors which include time quality, convenience, economy. Brand trust has a greater impact on brand loyalty, and the positive consumption emotion is the second. Brand trust plays full intermediary role between personnel communication quality, service recovery quality and brand loyalty,at the same time, brand trust plays an incomplete intermediary role between time quality,economy, convenience and brand loyalty; and the positive consumption emotion plays a incomplete intermediary role between service quality and brand loyalty. Finally puttingforward the relevant countermeasures.The significance of this research is not only to enrich the research system of the influence of express service quality on brand loyalty,and it can provide a practical way for the express enterprise to measure its own service quality from the view of consumers,the results of these studies will help express companies to reach the goal of cultivating and maintaining consumer brand loyalty.