Author(s)

Wenke Yuan ¹, Qianqian Luo ¹

Affiliation(s)

¹ School of Commercial, College of Finance and Economics Zhengzhou, Zhengzhou, Henan, 450053, China

Corresponding Author

Wenke Yuan

ABSTRACT

The crowdsourcing logistics service mode outsources the logistics distribution work completed by enterprise employees to the public. The social distribution personnel and the platform of crowdsourcing logistics belong to the relationship of cooperation rather than labor employment. The social distribution personnel have the right to choose the platform and choose whether to participate in the logistics distribution service. The social distribution service ability of crowdsourcing logistics has great uncertainty, and the sustainable guarantee of the social distribution service ability of crowdsourcing logistics is a huge challenge for platform operation. The shared retention intention of socialized deliverers has become an important guarantee for the delivery service ability of crowdsourcing logistics service platform. Considering the service process of high contact between customers and social deliverers of crowdsourcing logistics service, this paper takes a new research perspective of the relationship between customer satisfaction of crowdsourcing logistics service, satisfaction and retention intention of social deliverers, based on paired data analysis method, and through the design of paired questionnaire between customers and social deliverers. The empirical research method is used to study the interactive relationship among customer satisfaction, social deliverer satisfaction, social deliverer retention intention and crowdsourcing logistics distribution cost. In this survey, 285 pairs of formal questionnaires were issued, 264 questionnaires from customers and 271 questionnaires from couriers were collected, and 261 pairs of valid questionnaires were obtained, including 194 in Shanghai and 67 in Xi 'an. SPSS and AMOS22.0 software were used to analyze the questionnaire data, and the structural equation model was constructed. The reliability and validity test showed that the model had a good fit. The results show that customer satisfaction of crowdsourcing logistics services has a significant positive impact on the satisfaction of social deliverers, the satisfaction of crowdsourcing logistics social deliverers has a significant positive impact on the retention intention of social deliverers, and the perception of delivery cost plays a partial intermediary role between customer satisfaction and satisfaction of social deliverers. The research results of this paper enrich the management theory of crowdsourcing logistics services, and also provide useful management enlightenment for the practice of crowdsourcing logistics services.

KEYWORDS

Crowdsourcing logistics, Retention intention, Satisfaction degree

CITE THIS PAPER

Wenke Yuan, Qianqian Luo, Study on the Relationship between Income Perception, Satisfaction and Retention Intention of Social Deliverers in Crowdsourcing Logistics. Manufacturing and Service Operations Management (2023) Vol. 4: 49-57. DOI: http://dx.doi.org/10.23977/msom.2023.040406.

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