CHAPTER ONE  Introduction

1.1 Research background

  With the development of society and progress of science and technology, the Internet is becoming indispensable in day life of the young. At the same time, it brings the change of people's consumption way and rapid development of electronic commerce. College students, a group frequently contacting with the Internet, they are gradually becoming the main body of online shopping. Then these have pushed the development of express industry, among it, the express service has become an important key link in the development of electronic commerce. Online shopping is particularly prevalent among college students, and usually quality of express service direct influence their satisfaction of online shopping. Express in our school, Shentong, Yuantong,and SF etc, they adopt different methods such as lowering prices, improving the distribution speed, optimizing the delivery service information and so on so as to attract and keep their customers.源-自/吹冰+文,论^文'网]www.chuibin.com

  The complaints of express industry are getting much attention from enterprises and government and it has become a new social focus after the complaints of telecommunications,which was reported by the  International Day for Consumers’ rights and Interests of 2011. Before this,our government has introduced the policy---the Measures for the Administration of the express market, and we are gradually improving the Measures for Universal postal service Supervision and Administration, but the express industry complaints are still prominent and it has showed something that we need to care about. The high rate of complaints in express industry means that express service quality is still a problem, so how to improve the express service quality? how to improve the service quality of express? and how to keep customer loyalty? Now, these are questions the express service providers need to think about.

  In summary, express service providers have to think about the service quality of express delivery in order to enhance customer satisfaction, cultivate customer trust,and keep customer loyalty. This is precise purpose of the research.

1.2 Purpose and significance of the research

  This research will choose Jiangsu Normal University Students as samples to investigate the effect factors of customer loyalty in the express industry. It has theoretical and practical significance. .Firstly, for theory, especially in domestic, the research of customer loyalty is much more than that of customer loyalty.With the rapid development of express industry, we need to put more effort in this field. I want to do this based on previous researches,which contains my own analysis and opinions. Considering to the particularity of the express industry, i will have an in-depth empirical research to make some achievements in theory.

  For practical significance, with the rapid development of electronic commerce, problems of express service quality have already aroused social attention, therefore, research of customer loyalty isbecoming very important. Only the express service is improved, can express industry provide convenience for customers and promote the development of electronic commerce.

  The purpose of this research contains the following aspects:

  (1)Researching on the quality of express service process.Then the paper builds the evaluation system of express service quality,and researches on the impact mechanism of express service quality on customer loyalty.

  (2)Constructing the evaluation coefficient of customer loyalty in express industry and exploring its scientificity and rationality.

  (3)According to the theoretical mode built in this research, this paper makes an empirical research to explore the particularity of the customer loyalty and then it hopes to provide marketing suggestions for the express service enterprises.