The Impact Of Service Quality, Perceived Value, Brand Image, And Customer Satisfaction On Brand Loyalty: A Study Of Freshipo, China

Abstract

The fresh e-commerce industry is a new branch of China's fresh produce industry and has been growing rapidly in the wake of the COVID-19. The competition within the industry has become increasingly fierce, and each fresh e-commerce company hopes to have a loyal customer base to sustain its long-term healthy development. This study takes Preshippo as the research object, and combines the characteristics of the Chinese fresh produce e-commerce industry as "non-price competition", sets consumer perceived value, service quality and brand image as the independent variables, consumer satisfaction as the mediating variable and brand loyalty as the dependent variable, and uses an ordered logistic regression model to analyse the relationship between the above variables. The results of the data analysis showed that all three dependent variables had different levels of significant effects on brand loyalty. The above results show that the fresh ecommerce company how to increase the brand loyalty. In addition to this, it was also observed that age, education and income have an impact on brand loyalty, with age having a significant negative relationship with brand loyalty.