징동 전자상거래 플랫폼의 물류 서비스품질이 고객 충성도에 미치는 영향에 관한 연구

The development of the internet and the widespread adoption of smart phones have brought about various changes to our lives. In particular, the long-lasting impact of the COVID-19 has caused significant inconvenience to consumers, leading to a strong demand for online shopping and intensifying competition among e-commerce platforms. The quality of logistics services is an important aspect of the online purchasing process and is closely related to the competitiveness and continuous development of e-commerce platforms. Jindong platform has attracted many customers and has developed well. This study aims to examine the relationship between logistics service quality and customer loyalty using Jindong platform in China's Jingdong platform as a case study. Firstly, this study based on the SERVQUAL and LSQ models, and previous studies, It identifies personalization, timeliness, convenience, safety, and after-sales service as factors of logistics service quality. Subsequently, a research model was developed, incorporating 12 research hypotheses, with trust and customer satisfaction serving as mediating variables. Data was collected through a survey conducted among consumers who had experience using the logistics services of Jindong platform, The collected data was then analyzed using structural equation modeling based on AMOS 26. Out of the 12 hypotheses proposed, 11 were supported, while one was rejected. The findings confirmed that satisfaction and trust played a mediating role in certain variables and their impact on customer loyalty. Finally, the study provides implications based on the empirical results, with the expectation that they will serve as foundational data for both academic research and practical applications in the field.