Research on the Mechanism of Employee Customer Orientation on Return Behavior Based on E-commerce Platforms: The Mediation Role of Logistics Service Quality

With the rapid development of e-commerce, online shopping has gradually become mainstream, making people’s lives more convenient and efficient, but it is also accompanied by the emergence of new problems. For example, merchants may send the wrong goods, delivery may not arrive on time, and consumers may not receive good feedback from merchants when they need after-sales service, all of which can lead to a continuous increase in return rates and the occurrence of return behavior. Meanwhile, in the e-commerce environment, competition among enterprises is becoming increasingly fierce, and the return policy for online shopping is becoming more relaxed, such as the seven-day no-reason return policy, which makes consumers’ desire to buy open, but it also increased the return rate and operating costs to a certain extent. However, good logistics service quality can eliminate consumers’ intention of returning goods to a certain extent and effectively slow down consumers’ return behavior. Therefore, On the basis of summarizing existing literature and combining with the current development situation of e-commerce enterprises, this study builds a relationship model of employee customer orientation, logistics service quality and consumer return behavior. The empirical analysis shows that: (1) employee-customer orientation has a significant impact on the quality of logistics service. The stronger the employee-customer orientation is, the higher the quality of logistics service is. (2) Employee-customer orientation has a significant impact on the quality of logistics service, and the stronger the employee-customer orientation is, the higher the quality of logistics service is. (3) The quality of logistics service has a significant impact on the return behavior of consumers, and the higher the quality of logistics service, the weaker the return behavior of consumers. (4) Logistics service quality plays an intermediary role in the relationship between employee customer orientation and consumer return behavior. This study is helpful for all e-commerce enterprises to better improve their service quality, improve customer satisfaction, so as to maintain competitive advantages in the fierce competition.