B2C电子商务物流企业顾客体验与企业绩效关系研究

摘要

In this paper, from the angle of customer experience, we studied the performance of the logistics enterprises, built the structural model to describe the relationship between the customer experience and business performance of the B2C e-commerce logistics enterprises, then through a questionnaire survey on 181 supervisors or customers of the B2C logistics enterprises to verify the theoretical hypotheses. Through which, we found that the customer experience had marked positive influence on customer perceived value and satisfaction, customer perceived value had marked positive influence on customer satisfaction and loyalty, customer satisfaction had marked positive influence on customer loyalty, and customer loyalty had marked positivie influence on enterprise performance.%从顾客体验视角研究物流企业绩效，构建了B2C电子商务物流企业顾客体验与企业绩效关系的结构模型；通过对181名B2C电子商务物流企业主管及其顾客的问卷调查，验证了理论假设。研究发现：B2C电子商务物流企业顾客体验对顾客感知价值和顾客满意有显著的正向影响，顾客感知价值对顾客满意和顾客忠诚有显著的正向影响，顾客满意对顾客忠诚有显著的正向影响，而顾客忠诚对企业绩效有显著的正向影响。研究结论揭示了B2C电子商务物流企业顾客体验对企业绩效的影响机制。