Research On The Effect Agricultural Product Logistics Service Quality On Customer Loyalty In Agricultural Live Broadcasting Room

Low-threshold sales and a huge audience have led to the rise of live-streaming sales.Retail companies in China have transitioned from traditional e-commerce platforms to new e-commerce live-streaming platforms for product sales.Since the COVID-19 outbreak,China has encouraged livestreaming sales of agricultural products with the theme of helping farmers to solve the lagging sales of agricultural products and realize rural revitalization.Agricultural live streaming has made great contributions to the rapid production and circulation of crops,however,almost all agricultural products are sold in cooperation with third-party logistics enterprises.Logistics service,as a key link in the process of customers purchasing agricultural products,plays an important role in maintaining the customer stickiness of the agricultural live broadcasting room.However,the agricultural assistance broadcasting room is faced with the awkward situation that the service quality of the third party logistics is restrained.Therefore,in the multilateral market environment of the agricultural live broadcast mode,it is of great significance to study the factors and mechanisms of agricultural product logistics service quality affecting customer loyalty from the perspective of key logistics.In the process of this research,improving the quality of agricultural product logistics service is the key factor to improve the customer loyalty of the agricultural live broadcast.To improve customer loyalty under the live broadcast mode of helping farmers,the key index elements of agricultural product logistics service quality and customer loyalty need to be re-identified.Building the impact model of agricultural product logistics service quality and customer loyalty can effectively promote the long-term development of the agricultural live broadcast mode to a certain extent.In view of the above analysis,this study takes the assisted agriculture live broadcast mode as the research background,and takes the customers in the assisted agriculture live broadcast room as the research object.The index elements of logistics service quality are preliminarily extracted by reading the literature.On this basis,using grounded theory to identify and extract the key elements of the formation of agricultural product logistics service quality and customer loyalty under the live broadcast mode of agricultural assistance.Then initial model based on the correlation between the elements was established.Based on SOR theory and customer loyalty model,the hypothesis model of this paper was constructed.Through the data analysis of 463 questionnaires,the following conclusions are drawn: 1)The order response quality,delivery service quality and recovery service quality of agricultural logistics service quality can positively affect customer loyalty;2)Customer engagement plays an intermediary role between the service quality of agricultural products logistics and customer loyalty;3)The psychological distance between the customer and the assistant farmer moderates the relationship between the service quality of agricultural products logistics and customer fit.The research results further revealed the demand of customer loyalty on the service quality of agricultural logistics under the mode of live-streaming aid to agriculture.According to the results of this study,it can provide new ideas of heterogeneous marketing for farmers’ live-streaming merchants,establish a supervision system for third-party logistics enterprises,and provide a basis for third-party logistics enterprises to improve the quality of logistics service.Finally it maintained customer loyalty under the live-streaming mode of farmers’ live-streaming.