Research On Impact Of B2C Distribution Service Quality On Consumers' Satisfaction

With the accelerating pace of the global economy, ever-advanced and improved intensive services, with the developing and flexible networks of B2C e-commerce enterprises, it has evolved from the previous simple role ---a simple service process to meet the needs from suppliers to the needs into more sophisticated customized logistics service process, which is to meet consumers'needs of a higher level with high flexibility, high aging and high humane and high additional value, aiming at how to measure B2C logistics distribution service quality on the impact of customers' satisfaction, this paper is from the impact of customers'satisfaction of logistics service quality to study how to improve B2C logistics service quality. In this paper, the main research work and innovative results are as follows:This thesis raises three variables:customized service quality, the quality of logistics tracking information, receiving service quality and the model that three variables affect customer s' satisfaction in theory.This paper designs its corresponding scale and questionnaires, through online questionnaires and pencil-and-paper questionnaires in two forms, it collects effective data, descriptive statistical analysis is made for the samples so as to verify the reliability of the sample data, and on this basis, using SPSS 18.0 reliability and validity analysis of survey data, it tests the reliability and validity, and every measure has been selected and adjusted, they are calculated with the method of variance analysis to measure variables' Index weight, and the degree of satisfaction with the relationship between three variables are analyzed by using the regression analysis, finally the theoretical model of B2C logistics distribution service quality on impact of customers' satisfaction is determined.The results of this study show that:1) the quality of customized service, logistics tracking information and receiving service quality has a positive effect on customers' satisfaction; 2) Service quality of receiving goods is the most important factors that affect customers' satisfaction; 3) the timeliness of receiving good and degree of the goods in good condition in the service quality of receiving goods is the most important factors that affect customers' satisfaction. The research conclusion of this paper can be used for logistics service enterprises to improve their service quality, thus make the enterprise impregnable.