A b s t r a c t  With the development of electronic commerce, the express industry rises rapidly. However, in the background of the express industry's increasing prosperity, college students, as an important part of online shopping,their express complaints together with express service quality problems has become a new social focus. These should be factors that the express industry need to think about so as to keep their customer loyalty.

  In this paper,it researches on the characteristics of the express delivery industry by literature review, and it build the relationship model of service quality and customer loyalty based on a theoretical analysis of express industry. Then,it carries out data analysis based on the Kano model with a finding that receiving service quality, transportation service quality, delivering service quality and error handling service quality all have positive influence on customer satisfaction, the regression coefficient are 0.241, 0.267, 0.186, 0.208. Besides, the customer satisfaction also has a positive correlation with customer trusty and so is the relationship between customer trusty and loyalty, the regression coefficient are 0.285, 0.572. Finally, based on data analysis, the paper gives the recommendations for the express delivery industry to improve service quality and keep customer loyalty. 52835

Key Words: Service Quality      Customer Satisfaction     Customer Trust     Customer Loyalty 

摘 要随着电子商务的发展，快递行业迅速崛起。与此同时，大学生作为一个庞大的群体，在网购消费中，占到了极其重要的地位。然而在快递行业日益繁荣的背景之下，大学生对网购快递投的抱怨以及频繁发生在快递行业的问题成为新的社会关注焦点。所以为了保住顾客的忠诚，这些都应该是快递行业所需要去思考的问题。

  通过对快递行业特性的研究，进行文献回顾，在理论分析的基础上构建快递行

业大学生顾客忠诚与服务质量的关系模型。然后运用回归分析的方法对回收的数据进行研究，可以发现，快递收取件的服务质量、运输服务质量、投递服务质量以及补救服务质量与顾客满意具有正相关的关系，回归指数分别为0.241、0.267、 0.186、0.208，并且在顾客满意与顾客信任以及顾客信任与顾客忠诚之间同样具有正相关性，回归指数分别为为0.285、0572.。最后在数据分析研究的基础上，为快递行业服务质量的提升以及顾客忠诚的保持提出建议。

毕业论文关键词： 服务质量     顾客满意     顾客信任     顾客忠诚

Contents

CHAPTER ONE 

Introduction1  

1.1Research background1  

1.2 Purpose and significance of the research.2

1.3 Research frame4 

CHAPTER TWO  

Literature review.5  

2.1 Definition and development of express industry..5 

2.2 Service quality .6  

2.3 Customer loyalty.10  

CHAPTER THREE  

Theoretical model and research hypothesis..15  

3.1Theoretical model ...15 

3.2 Research hypothesis...16 

CHAPTER FOUR

Questionnaire survey and data analysis18 

4.1Questionnaire design...18

4.1.1Sample selection...18

4.2 Data analysis...18

CHAPTER FIVE  

Conclusion and suggestion...26

5.1 Research conclusion...28  

5.2 Suggestions and countermeasures..29  

5.3 Research innovation and limitations..30 

REFERENCE...33  

   Research on the relationship between the service quality of express industry and customer loyalty