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摘
要
摘
要
在互联网不断普及壮大的背景下，电子商务市场迅速崛起，电商购物已经渗透到了
人们日常生活的方方面面。随着行业不断完善，顾客对服务质量的要求也日益提高。物
流服务作为电商购物中必不可少的一个环节，同时作为唯一线下与顾客接触的环节，其
服务质量的高低很大程度上影响着顾客对电商购物的感知和评价，进而影响到顾客忠诚
度的养成。在日益激烈的市场竞争中，电商企业提供的产品同质化越来越严重，因此，
通过优质的物流服务维系顾客忠诚度成为电商企业能否在竞争激烈的市场当中生存发
展的关键。
本文的主要研究目的是分析研究电商物流的服务质量如何影响顾客忠诚度，并且据
此提出提升电商物流服务质量的策略建议。首先，对国内外研究现状进行了梳理，发现
电商物流服务质量可能会对顾客的忠诚度产生影响。其次，对电商物流服务质量、顾客
忠诚度、顾客满意度等理论概念、特点、影响因素进行了阐述，并介绍了结构方程模型
的原理和步骤。再次，对电商物流服务质量的现状进行了分析，将电商物流服务质量划
分为人员服务性、时效性、准确性、便利性、可靠性、经济性六大维度，并引入顾客满
意度，同时考虑不同顾客群体的差异性，构建了本文的电商物流服务质量-顾客满意度-
顾客忠诚度的理论模型，并提出研究假设。最后，通过问卷调查的形式获取数据，结合
统计方法和结构方程模型验证，得出了最终的影响机理和路径。
结果表明，顾客忠诚度受到若干因素共同作用，顾客满意度能直接影响于顾客忠诚
度；电商物流服务质量中的时效性、准确性、可靠性能直接影响于顾客忠诚度；人员服
务性、时效性、便利性、可靠性、经济性能通过影响顾客满意度，进而影响顾客忠诚度；
电商物流服务质量和顾客忠诚度的评价在不同性别顾客中存在显著差异。在本文的实证
分析基础上，分别从电商物流服务质量的要素入手，提出了电商物流服务质量改进的策
略建议，帮助企业提升顾客忠诚度。
关键词：电商物流服务质量；顾客忠诚度；结构方程模型。
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Abstract
Abstract
In the context of the continuous popularity and growth of the Internet, the e-commerce
market has risen rapidly, and e-commerce shopping has penetrated into all aspects of people's
daily lives. As the industry continues to improve, customers' requirements for service quality
are also increasing. Logistics service is an indispensable link in e-commerce shopping, and it is
also the only link in e-commerce shopping that contacts customers offline. The level of its
service quality greatly affects customers' perception and evaluation of e-commerce shopping,
and further affects the development of customer loyalty. In today's market environment, there
are many e-commerce companies that can provide homogeneous products. Therefore,
maintaining customer loyalty by providing high-quality logistics services has become the key
for e-commerce companies who can survive and develop in a highly competitive market.
The main purpose of the paper is to analyze how e-commerce logistics service quality
impact on customer loyalty, and based on this, put forward strategies and suggestions to
improve the service quality of e-commerce logistics. First of all, the paper sorts out the current
research situation at home and abroad, and finds that e-commerce logistics service quality may
have an impact on customer loyalty. Secondly, the paper expounds the theoretical concepts,
characteristics and influencing factors of E-commerce logistics service quality, customer
loyalty and customer satisfaction, and introduces the principles and steps of structural equation
model. Thirdly, the paper analyzes the current situation of e-commerce logistics service quality,
divides the e-commerce logistics service quality into six dimensions of human serviceability,
timeliness, accuracy, convenience, reliability, and economy. At the same time, this paper
introduces customer satisfaction, and considers the differences of different customer groups,
constructs the theoretical model of e-commerce logistics service quality-customer satisfaction-
customer loyalty, and puts forward the research hypotheses. Finally, the paper obtains data
through questionnaire surveys, combined with statistical methods and structural equation model
verification, and obtained the final influence mechanism and path.
The results show that customer loyalty is affected by several factors, and customer
satisfaction can directly affect customer loyalty. Timeliness, accuracy, and reliability of e-
commerce logistics service quality can directly affect customer loyalty. Human serviceability,
timeliness, convenience, reliability, and economic performance indirectly affect customer
loyalty through customer satisfaction. There are significant differences in the evaluation of e-
commerce logistics service quality and customer loyalty by customers of different genders. On
the basis of empirical analysis, the paper starts with the elements of e-commerce logistics
service quality, and puts forward strategic suggestions for improving the service quality of e-
commerce logistics, so as to help enterprises enhance customer loyalty.
Keywords: E-commerce logistics service quality, Customer loyalty, Structural equation model.
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