Research On The Influencing Factors Of Customer Satisfaction Of Rural Net Purchase Terminal Distribution In Jilin Province

With the development of Internet technology,online shopping has become an important means of residential consumption.In recent years,the state has issued a series of policies to promote the development of e-commerce in rural areas.E-commerce in rural areas has developed rapidly.Rural e-commerce is closely related to the distribution of rural end-of-life logistics.The degree of satisfaction of rural online shopping consumers with rural end-to-end distribution will directly affect the healthy development of rural e-commerce.This article takes the rural online shopping customers in Jilin Province as the research object,and mainly studies the influencing factors of rural online shopping customers' satisfaction with the terminal logistics delivery service.Firstly,the background,purpose and significance of the research are expounded.The domestic and foreign scholars' related literature on customer satisfaction in rural end distribution and rural online shopping are reviewed.Related theories and models are introduced.Then,the rural online shopping terminal distribution service in Jilin Province is described.The current situation,combined with related theories and classical models,put forward 11 basic assumptions and constructed the theoretical model of this paper.After identifying assumptions and models,collect and process relevant data.This paper mainly uses sample questionnaires to collect sample data,issues questionnaires to customers who have lived in rural Jilin Province and experienced online shopping,uses SPSS software to conduct basic data analysis,uses AMOS software to construct structural equation models,and uses AMOS software to check and Correcting the model,we finally obtained the factors affecting the satisfaction of the terminal logistics delivery service of rural online shopping customers in Jilin Province,namely: the convenience of the corporate image,the picking address,the service price,the timeliness of the terminal delivery,the accuracy of the terminal delivery,the integrity of the goods,The attitude of the terminal delivery staff.Among them,customer expectations are intermediary variables,and the convenience of corporate image,picking address,and service price affect the expectations of rural customers,indirectly affect customer satisfaction,and customer expectations have a significant negative impact on rural customer satisfaction.Finally,based on the results obtained from AMOS software testing the structural equation model,the following suggestions were made on how logistics service companies can improve customer satisfaction at the end of distribution: first,develop a reasonable service price;second,choose the best pickup address;and third,improve.service quality.According to the results obtained by the structural equation model,the proposal of logistics and distribution companies to improve customer satisfaction is proposed,which has reference significance for related logistics distribution companies.