Empirical Research On Relationship Between Fresh E-Commerce Second-Order Logistics Service Quality And Customer Loyalty

With the popularity of China’s online shopping and the continuous improvement of the fresh food industry,the fresh food logistics under the e-commerce model began to rise rapidly,and the scale of fresh food e-commerce users grew significantly,which put forward higher requirements for the logistics of fresh food e-commerce enterprises.China’s fresh food enterprises want to have a foothold in the whole market,must pay attention to the development of logistics service quality,and develop a reasonable logistics service strategy.Therefore,it is urgent to improve the quality of logistics services of fresh produce e-commerce enterprises.The article explores the relationship between logistics service quality,corporate image,conversion cost and customer satisfaction and customer loyalty of fresh produce e-commerce enterprises based on customer experience perspective.On the basis of relevant theories,the model is constructed and nine research hypotheses are proposed in conjunction with the actual situation of fresh produce development in China at this stage;SPSS24.0 and AMOS24.0software are used to conduct empirical analysis on the data obtained from 374 valid questionnaires,including descriptive statistical analysis,validation factor analysis,model fitness test,mediating effect test,and multi-group analysis.The results of the study showed that the logistics service quality of fresh produce e-commerce enterprises has second-order factor attributes;fresh produce e-commerce logistics service quality,corporate image,and switching cost significantly and positively affect customer satisfaction,and switching cost and customer satisfaction significantly and positively affect customer loyalty.Education and age play a moderating role in the conceptual model relationship path.Based on the findings of the article,we propose to optimize the payment and receipt method,improve the feedback and customer service response and other related countermeasures,and point out the future research outlook that is in line with the development direction of the industry.