Analysis of Influence Factors of Customer Satisfaction in Rural Express Logistics Services:Based on Sampling Survey Data in Rural Areas of Fuzhou,Fujian
Rural express logistics is an important channel for agricultural products going up the supply chain and consumer goods going down the supply chain.Improving the quality and level of rural express lo-gistics services is an important measure to promote rural revitalization.In this paper,we first analyzed the cur-rent development status of the rural express logistics industry,and summarized the main problems with it,such as imperfect logistics network layout leading to inconvenient rural express services for the residents,poor logistics infrastructure to the detriment of rural express delivery service reliability,weak logistics con-centration level resulting in inefficient rural express delivery operations,and lack of professional logistics tal-ents jeopardizing the service capabilities of the rural express delivery industry.In this paper,through litera-ture review and research,we proposed the relevant research hypotheses.Then,based on the questionnaire survey and interviews of farmers in 25 natural villages under the jurisdiction of Fuzhou City,we subjected the data obtained to characteristic description,reliability/validity analysis,correlation test and regression anal-ysis,etc.On such basis,from the four dimensions of service convenience,service reliability,distribution effi-ciency and service attitude,we measured the customer satisfaction of the rural express logistics services,con-structed the corresponding customer satisfaction mode,and used the structural equation model and multiple linear regression method to examine the factors influencing the customer satisfaction of the rural express lo-gistics services.Next,through an empirical study,it was found that service convenience,service reliability,and delivery efficiency had significant positive impact on customer satisfaction of the rural express logistics services,which service attitude had none;and service convenience had the greatest impact on customer satis-faction.In view of the above findings,we put forward a series of recommendations and suggestions to im-prove the rural residents'satisfaction of the rural express logistics services,including guiding the various rural service entities to cooperate to improve service convenience;building a sound rural express service system to improve service reliability;encouraging the co-construction and sharing of rural express resources to im-prove delivery efficiency;and strengthening talent team construction to improve service attitudes.This study is based on a sampling survey and interview data of 25 natural villages in Fuzhou City.It deep-ens the understanding of the current development status of the rural express logistics industry by acquiring first-hand data on customer satisfaction of the rural express logistics services.Through regression analysis and structural equation modeling,it obtained and then analyzed the influencing factors of customer satisfaction of the rural express logistics services,and on this basis,put forward effective suggestions to promote the develop-ment of the rural express logistics industry,which is of great significance to rural revitalization.
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