Abstract
In this paper, the structural equation model is used to investigate the factors that affect the satisfaction of college students with Jingdong (JD) logistics. Based on the Swedish customer satisfaction index (SCSI) model and the American customer satisfaction index (ACSI) model, combined with their own actual needs, the model of college students’ satisfaction with JD Logistics is redefined. In this way, the scale indicators of the questionnaire survey are set. Combined with the research and empirical analysis of relevant literature, the initial model hypothesis was constructed, and six path hypotheses were proposed. The reliability and validity analysis confirmed that the questionnaire scale had high reliability and structural validity, and the structural equation model is also carried out. The fitting degree test confirmed that the structural equation hypothesis model has a high degree of fit, and verified the hypothesis established in the article, and finally put forward some countermeasures and suggestions for improving the service system of JD Logistics.
Highlights
In recent years, JD.com's self-operated logistics system greatly shorten the company's operating costs and improved JD.com's market competitiveness, which is mainly due to JD.com's continuous improvement of customer satisfaction
In determining the index of college users' satisfaction with JD.com, it draws on the current satisfaction index models that are highly recognized by academia: the Swedish customer satisfaction index (SCSI) model and the American customer satisfaction index (ACSI) model
Based on the SCSI model and the ACSI model, combined with the actual analysis needs, the satisfaction index of college student users on JD Logistics is determined according to the research situation
Summary
JD.com's self-operated logistics system greatly shorten the company's operating costs and improved JD.com's market competitiveness, which is mainly due to JD.com's continuous improvement of customer satisfaction. As a concept of economic psychology, customer satisfaction cannot be directly measured and reflected, so this paper mainly uses structural equation models to analyze its influencing factors. Fornell et al constructed an ACSI model based on the SCSI model, and added a perceived quality factor on the basis of the SCSI model to make customers’ perceived value at the same time [2]. Structural equation model [6-9] can realize the analysis of the relationship between multiple variables, which is different from the traditional linear regression model. In the analysis of the actual situation, the influence of independent variables can often be used as an important factor to improve decision-making. The article combined with related research literature, using structural equation model to analyze the factors affecting the satisfaction of JD logistics services, and provide some reference suggestions for JD logistics to improve the service system
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