| With the rapid development of computer and Internet technologies,online shopping has rapidly become popular.More and more customers are moving from physical store shopping to online shopping.The number of companies involved in online marketing is increasing and the competition is fierce.For network companies,customers are concerned not only with the price of the goods they provide,but also constitute an important part of their overall service quality.The relative transparency of online product prices and the rapidity of information feedback require companies not only to maintain their advantages in terms of price and cost,but also to occupy a leading position in services.In the past research on service quality,physicality,reliability,responsiveness,assurance and empathy have become the main indicators for evaluating service quality.However,in recent years,academia has increasingly realized that comfort is also an important factor affecting service quality.The comfort of logistics services not only affects the customer's overall shopping experience,but also affects customer satisfaction.However,there is still a lack of systematic research on the comfort of logistics services,and there is a lack of in-depth study of the relationship between its component dimensions and its customer satisfaction and other variables.Based on previous studies on logistics service quality,comfort,and customer satisfaction,this paper explores the constitutional dimensions of logistics service comfort and the impact on customer satisfaction in the B2C Internet shopping environment.Firstly,the initial measurement index of online shopping flow service comfort and its relationship with customer satisfaction are constructed.Subsequently,relevant research data were obtained through qualitative interviews and questionnaire surveys and empirical research was conducted.SPSS 19.0 statistical software was used to analyze the reliability and validity of the data,correlation analysis and regression analysis.The research model and hypothesis were tested and the following conclusions were obtained:(1)The measurement dimension of B2C shopping flow service comfort can be divided into three aspects:platform use comfort,personnel facilities service comfort and sensory comfort.(2)The comfort of B2C shopping flow service has a significant positive effect on customer satisfaction.The platform comfort,staff facilities service comfort and sensory comfort of the three dimensions have a significant positive impact on customer satisfaction.Personnel facilities and service comfort have the greatest impact on customer satisfaction.Platform use comfort has the second greatest impact on customer satisfaction.Sensory comfort has the least impact on customer satisfaction.(3)Demographic variables such as age and education level have no significant effect on the relationship between logistics service comfort and customer satisfaction,but they have a moderating effect on the relationship between platform use comfort and customer satisfaction.This article introduces comfort into logistics service quality research,systematically explores the constitutional dimension and measurement index of online shopping flow service comfort,and deepens and enriches research on logistics service quality.The research results of this article also provide B2C network companies with new ways to improve customer satisfaction by improving the comfort of logistics services,thus deepening online marketing for e-commerce companies in an increasingly fierce network competition environment,improving service quality,and improving customer satisfaction.The shopping experience provides countermeasure guidance. |
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