2016年，G20第十一届峰会在杭州召开，“建设通用、自由、普惠、 开放的世界型贸易平台”成为这次峰会的核心主题。2019年，G20第十 四届峰会在日本大阪召开，习主席又重申了要通过全方位互联互通，更 好融入全球供应链、产业链、价值链，实现跨境贸易联动发展。跨境电 商改变了传统商品交易的组织方式，成为跨境贸易领域中最具竞争力的 新业态、新模式、新引擎。 那么，作为跨境电商贸易中的供应方，在从事跨境电商交易过程中， 如何维护客户忠诚度并发展长期稳定的客户？笔者作为一名有十几年 经验的外贸从业者，基于所就职的BW公司跨境电商发展现状和提升跨 境电商的现实需求，做了一些思考、分析和研究，并完成本篇文章。本 文首先针对跨境电商和客户忠诚度进行成果阐述，总结了国内外关于客 户忠诚度、客户忠诚度测量、客户忠诚度影响因素、客户忠诚度驱动模 型的相关研究成果，为本文的研究夯实理论基础。其次分析BW公司概 况及所属的跨境电商平台现状（以阿里巴巴全球旺铺为例），对案例研 究公司进行概括分析，并探讨BW公司跨境电商平台客户忠诚度现状。 再次以BW公司为例，构建影响跨境电商客户忠诚度因素模型，运用 spss17.0对问卷调查收集到的数据进行统计分析，对影响跨境电商客户 忠诚度因素进行相关性分析和多元回归分析，对所构建模型进行修正和 BW公司跨境电商客户忠诚度影响因素案例研究 验证，检验跨境电商环境下影响客户忠诚度的诸多因素，并对研究 结果进行解释和分析。结果表明：客户信任与客户行为忠诚均表现出显 著的正相关关系。客户信任对客户行为忠诚和态度忠诚均具有正向影 响；服务质量与客户行为忠诚和态度忠诚表现出显著的正相关关系。然 而回归分析显示，服务质量与客户行为忠诚表现出正相关关系，但是影 响程度不大，服务质量与客户态度忠诚具有明显的正相关关系；转换成 本对客户态度忠诚、行为忠诚没有显著影响，回归分析中也同样显示出 转换成本对客户态度忠诚和行为忠诚都不具有显著的影响；客户感知价 值与客户的行为忠诚和态度忠诚均表现出显著的正相关关系。客户感知 价值对客户行为忠诚、态度忠诚具有较大的正向影响。跨境电商与普通 电商客户忠诚度相比，面对复杂的跨境电商环境，在提升方面更具有复 杂性，应从提升客户信任、客户感知价值、线上销售服务质量等多个层 面进一步提升客户忠诚度。 关键词：跨境电商，客户忠诚度，影响因素 BW公司跨境电商客户忠诚度影响因素案例研究 CASESTUDYONFACTORSAFFECTINGCUSTOMERLOYALTYOF CROSS-BORDERE-COMMERCEBWCOMPANY ABSTRACT In2016,the11thG20summitwasheldinHangzhou."buildingauniversal,free, inclusiveandopenworldtradeplatform"becamethecorethemeofthesummit.Atthe 14thG20summitinOsaka,Japan,in2019,President Xireiteratedtheneedtobetter integrateintoglobalsupplychains,industrialchainsandvaluechainsthrough comprehensiveconnectivityandrealizeinterconnectedcross-bordertrade.Cross-border e-commercehaschangedtheorganizationoftraditionalcommoditytradingandbecome themostcompetitivenewformat,modelandengineofcross-bordertrade. Then,asasupplierincross-bordere-commercetrade,howtomakegooduseof cross-bordere-commerceplatform,maintaincustomerloyaltyanddeveloplong-termand stablecustomers?Asaforeigntradepractitionerwithmorethantenyears'experience,the authorhasdonesomethinking,analysisandresearchbasedonthedevelopmentstatusof cross-bordere-commerceinBWcompanyandtheactualneedsofimproving cross-bordere-commerce.Firstly,thispaperelaboratestheresultsofcross-border e-commerceandcustomerloyalty.Intermsofcustomerloyalty,itmainlysummarizesthe relevantresearchresultsathomeandabroadoncustomerloyalty,customerloyalty measurement,influencingfactorsofcustomerloyaltyandcustomerloyaltydrivingmodel, whichlaysasolidtheoreticalfoundationfortheresearchofthispaper.Secondly,it analyzesthegeneralsituationofBWcompanyandthestatusquoofitscross-border e-commerceplatform(takingAlibabaglobalwebasanexample),makesageneral analysisofthecasestudycompany,anddiscussesthedevelopmentstatusofBW's cross-bordere-commerceplatform.AgaintoBWcompanyasanexample,thefactors affectingthecross-borderelectricitycustomerloyaltymodelwasconstructed,using BW公司跨境电商客户忠诚度影响因素案例研究 spss17.0statisticalanalysiswascarriedoutonthequestionnairesurveycollected data,thefactorsaffectingthecross-borderelectricitycustomerloyalty,correlation analysisandmultipleregressionanalysistobuildthemodelmodificationandverification, inspectioncross-borderelectricityenvironmentallthefactorsthatinfluencecustomer loyalty,andtoexplainandanalyzetheresultsofthestudy,showasignificantpositive correlation.Intheregressionequationofbehavioralloyaltyandattitudeloyalty, respectively,indicatingthatcustomertrusthasapositiveinfluenceoncustomer behavioralloyaltywithamediumdegreeofinfluence.Similarly,customertrusthasa positiveinfluenceoncustomerattitudeloyaltywithamediumdegreeofinfluence. Servicequalityhasasignificantpositivecorrelationwithcustomerbehaviorloyalty,and alsohasasignificantpositivecorrelationwithcustomerattitudeloyalty.However, regressionanalysisshowsthatservicequalityandcustomerbehaviorloyaltyshowa positivecorrelation,buttheinfluencedegreeisnotbig.Servicequalityandcustomer attitudeloyaltydonotshowasignificantpositivecorrelation.Incross-border e-commercebusiness,conversioncosthasnosignificantimpactoncustomerattitude loyalty.Regressionanalysisalsoshowsthatconversioncosthasnosignificantimpacton customerattitudeloyaltyandbehaviorloyalty.Itcanbeseenthatcustomerperceived valueandcustomerbehaviorloyaltyandattitudeloyaltyshowasignificantpositive correlation.Intheregressionequationofbehavioralloyaltyandattitudeloyalty,itcan alsobeconcludedthatcustomerperceivedvaluehasagreatpositiveimpactoncustomer behavioralloyaltyandattitudeloyaltyparedwithordinarye-commercecustomer loyalty,cross-bordere-commerceismorecomplexintermsofimprovementinthefaceof complexcross-bordere-commerceenvironment.Itshouldfurtherenhancecustomer loyaltyfrommultipleaspectssuchasimprovingcustomertrust,customerperceivedvalue andonlinesalesandservicequality. KEYWORDS:Cross-bordere-commerce,customerloyalty,influencingfactors BW公司跨境电商客户忠诚度影响因素案例研究 目录 第一章绪论..........................................................................................1 第一节选题背景.....................................................................................................1 第二节研究目的和意义.........................................................................................2 一、研究目的.....................................................................................................2 二、研究意义.....................................................................................................2 第三节研究内容.....................................................................................................3 第四节研究方法及创新点.....................................................................................3 一、研究方法.....................................................................................................3 二、创新点.........................................................................................................4 第二章文献综述..................................................................................5 第一节跨境电商相关研究.......................................................................................5 一、跨境电商的概念.........................................................................................5 二、跨境电商网络客户研究.............................................................................5 第二节客户忠诚度相关研究...................................................................................6 一、客户忠诚的概念.........................................................................................6 二、客户忠诚度的测量.....................................................................................7 三、客户忠诚度的影响因素.............................................................................8 四、客户忠诚度影响因素模型相关研究.......................................................14 第三节文献述评.....................................................................................................16 第三章案例企业及其发展现状.......................................................18 第一节BW公司概况..............................................................................................18 第二节BW公司跨境电商发展现状..................................