基于客户感知的快递企业顾客忠诚度形成机制研究——企业声誉的中介效应和性别的调节作用  

Research on the Formation Mechanism of Customer Loyalty in Express Delivery Enterprises Based on Customer Perception——The Mediating Effect of Corporate Reputation and the Moderating Effect of Gender

作　　者：祝勇 林徐勋 ZHU Yong;LIN Xuxun(School of Business,Changzhou University,Changzhou 213159,China)

机构地区：[1]常州大学商学院,江苏常州213159

出　　处：《物流科技》2025年第2期1-7,共7页Logistics Sci Tech

基　　金：江苏高校哲学社会科学研究项目(2019SJA1089)。

摘　　要：研究通过实证分析快递企业顾客忠诚度的形成机制,为快递企业如何提高顾客忠诚度提供相应的理论指导,以提高快递企业的盈利水平和核心竞争能力。首先,综述服务质量对顾客忠诚度影响因素研究,提出相应假说并构建研究模型;其次,运用李克特量表法(Likert Scale)设计调查问卷并进行调研;然后,运用SPSS25.0和EViews10.0等软件对模型进行实证分析;最后,识别企业声誉的中介效应和性别差异的调节作用。研究发现,快递服务质量对顾客忠诚度有显著的积极作用;物流企业声誉和服务质量对顾客忠诚呈正相关,快递服务质量与企业声誉呈正相关;企业声誉对快递服务质量和顾客忠诚关系起部分中介作用;快递服务质量对顾客忠诚的影响并非具有一致性,用户的性别差异会对此产生调节效应。因此,企业声誉在快递服务质量对顾客忠诚度的影响中起部分中介作用,性别在快递服务质量与顾客忠诚度关系中起调节作用。建议从提供高水平的快递服务、制定性别差异化的经营策略、树立良好的品牌形象并传播企业声誉等方面提出快递企业提升忠诚度的策略。By empirically analyzing the formation mechanism of customer loyalty in express delivery enterprises,this study provides corresponding theoretical guidance on how to improve customer loyalty,in order to enhance the profitability and core competitiveness of express delivery enterprises.Firstly,the paper reviewed the research on the influencing factors of service quality on customer loyalty,proposed corresponding hypotheses,and constructed a research model.Secondly,the paper used the Likert Scale method to design a survey questionnaire and conducted research.Then,empirical analysis of the model was conducted by using software such as SPSS 25.0 and EViews 10.0.Finally,the paper identified the mediating effect of corporate reputation and the moderating effect of gender differences.Research has found that the quality of express delivery services has a significant positive effect on customer loyalty;the reputation and service quality of logistics enterprises are positively correlated with customer loyalty,while the quality of express delivery services is positively correlated with enterprise reputation;corporate reputation partially mediates the relationship between express delivery service quality and customer loyalty;the impact of express delivery service quality on customer loyalty is not consistent,and gender differences in users can have a moderating effect on this.Therefore,corporate reputation plays a partial mediating role in the impact of express delivery service quality on customer loyalty,while gender plays a moderating role in the relationship between express delivery service quality and customer loyalty.Suggestions for improving loyalty for express delivery companies include providing high-level express delivery services,developing gender differentiated business strategies,establishing a good brand image,and spreading corporate reputation.

关 键 词：客户感知 服务质量 企业声誉 顾客忠诚度 快递业 

分 类 号：F253[经济管理—国民经济]