Research On The Impact Of Logistics Service Quality On Customer Satisfaction Of Cross-border Imported Retail E-commerce Enterprises

In recent years,under the influence of accelerated economic globalization,iterative update of information technology and the maturity of Internet technology,the development of cross-border e-commerce has become a new engine for China's foreign economic relations and trade.And with the improvement of per capita purchasing power,the accelerated pace of life,and the change of consumption concept and behavior,cross-border import retail e-commerce has gradually been favored by consumers due to its advantages such as flexible trading,diversified payment methods,rich and convenient products,and convenience.With the rapid development of network information technology,the promotion of consumer demand environment and China's strong support for cross-border e-commerce policies,the development of China's cross-border import retail e-commerce market has entered a fast lane.However,it is undeniable that China's cross-border import and retail e-commerce market is currently in the initial stage of development.There are still many problems in policies,laws and regulations,payment,customs clearance,logistics,etc.Among them,cross-border logistics services are one of the main bottlenecks.In addition,due to the imperfection of laws and regulations,the violation of consumer rights and benefits has occurred frequently,which has destroyed the orderly development of China's cross-border import and retail e-commerce market,and has increased consumer shopping risks and reduced consumer satisfaction.The article takes cross-border import retail e-commerce enterprises as the research object,and demonstrates the impact of the quality of logistics service provided by domestic consumers on its customer satisfaction.Based on the literature review,it introduces the quality of cross-border logistics service as the independent variable from the perspective of consumers,with customer satisfaction as the dependent variable,and the relationship interest(including three dimensions: trust interest,special treatment benefit and social interest)as multiple mediator variables,consumer rights protection as the adjustment variable,constructed the measurement scale of each latent variable and the theoretical model of the study,and the corresponding theoretical assumptions are proposed.Finally,the first-hand data was obtained through questionnaire survey,and the data analysis tools SPSS24.0 and Amos23.0 were used for verification.The research results show that the quality of cross-border logistics services has a positive impact on the three dimensions of relationship benefits and customer satisfaction;except for special treatment benefits,trust and social benefits have a significant impact on customer satisfaction;in addition to special treatment benefits,trust and social benefits have a significant impact on customer satisfaction;The verification of multiple mediation effects uses Bootstrapping technology and MacKinnon PRODCLIN2 technology.It is found that in addition to special benefits,trust benefits and social benefits have an indirect intermediary effect between cross-border logistics service quality and customer satisfaction.And the proportion of the intermediary effect in total mediation effect is 78% and 14.8%,respectively,indicating that trust benefits are more important in this environment.In addition,the empirical evidence of this paper also shows that consumer rights protection has a negative adjustment between cross-border logistics service quality and customer satisfaction.Finally,based on the empirical research results,combined with the current situation of China's cross-border import retail e-commerce development,this paper put forward corresponding countermeasures and suggestions from the purpose of improving quality of cross-border logistics services,fostering customer relationships and protecting consumers' rights and benefits,the three aspects;and national,enterprise,and personal,the three perspective.