舆论变迁下跨境生鲜电商物流服务质量对关系质量与顾客契合的传导机制研究

Research on the Transmission Mechanism of Logistics Service Quality of Cross-border Fresh Food E-commerce on Relationship Quality and Customer Engagement under the Vicissitudes of Public Opinion

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摘要 “一带一路”建设持续推进跨境生鲜电商蓬勃发展,但物流服务引发的舆论问题会影响顾客体验与品牌形象。为改善企业物流服务水平,将物流服务质量划分为专业性、可靠性、便利性、响应性、服务柔性五个维度,运用PLS结构方程模型深入探究公众舆论压力下“物流服务质量—顾客关系质量—顾客契合”的传导路径,对跨境企业收集的491份有效问卷数据进行实证分析,研究发现:在舆论变迁背景下,除服务便利性以外,物流服务柔性、可靠性、专业性、响应性均正向影响顾客关系质量,其中物流服务响应性影响最为显著;顾客关系质量又显著正向影响顾客契合。建议跨境生鲜电商企业着重提高物流服务响应能力,聚焦跨境物流核心能力建设,深化顾客关系管理,塑造良好的跨境电商企业服务形象。 The continuous progress of the Belt and Road Initiative has propelled the robust development of cross-border fresh food e-commerce.However,public opinion issues arising from logistics services can undermine customer experience and brand image.To upgrade the logistics service level of enterprises,this paper divides logistics service quality into five dimensions:professionalism,reliability,service flexibility,convenience,and responsiveness.By utilizing the PLS structural equation model,it thoroughly explores the transmission path of“logistics service quality-customer relationship quality-customer engagement”under public opinion pressure.An empirical analysis is conducted on 491 valid questionnaire data collected by cross-border enterprises.The study reveals that,against the backdrop of public opinion changes,apart from service convenience,service flexibility,reliability,professionalism,and responsiveness of logistics services all have a positive impact on customer relationship quality,with the responsiveness of logistics services having the most significant influence.Moreover,customer relationship quality significantly and positively affects customer engagement.It is recommended that cross-border fresh food e-commerce enterprises should place emphasis on improving the responsiveness of logistics services,concentrate on building the core capabilities of cross-border logistics,deepen customer relationship management,and build a favorable service image for cross-border e-commerce enterprises.

作者郝丽杨靖宇 HAO Li;YANG Jing-yu(School of Management,Xi’an University of Finance and Economics,Xi’an 710000,China)

机构地区西安财经大学

出处《物流研究》 2025年第6期43-51,共9页 Logistics Research

基金教育部人文社会科学研究一般项目“乡村振兴背景下西部贫困地区农产品供应链韧性测度及转型路径研究”(23XJCZH006) 哲学社会科学研究专项青年项目“乡村振兴背景下陕西省农产品供应链韧性测度及转型路径研究”(2024QN086) 陕西省自然科学基金青年项目“面向碳中和的陕西能源产业碳排放路径及减排对策研究”(2023-JC-QN-0811)。

关键词舆论变迁跨境生鲜电商物流服务质量关系质量顾客契合 Vicissitudes of Public Opinion Cross-border Fresh Food E-commerce Logistics Service Quality Relationship Quality Customer Engagement

分类号 F724.6 [经济管理—产业经济]