Research on Customer Satisfaction of Logistics Enterprises based on

SPSS-Beijing RXRH Customs Co., Ltd.

Kaiyuan Deng

Department of Economics and Management, Beijing City University, Yang Zhen, Shunyi, Beijing, China

Keywords: Satisfaction, Small and Medium-Sized Logistics Enterprises, Suggestions For Improvement.

Abstract: This paper studies the customer satisfaction of Beijing RXRH Customs Co., Ltd., and constructs the

evaluation index system of the company's customer satisfaction from the target layer, the criterion layer and

the scheme layer. The research data are obtained by questionnaire survey and analyzed by SPSS20.0 software.

The average value of the company's overall customer satisfaction is 3.588. It is slightly lower than the overall

satisfaction of China's express delivery service in 2020. Finally, according to the problems, some suggestions

are put forward to improve the customer satisfaction of the enterprise.

1 INTRODUCTION

At present, the competition in China's logistics

market is very fierce. Beijing RXRH Customs

Declaration Co., Ltd., the research object of this

paper, is a small logistics company, which was

founded in 2001, specializes in general cargo

logistics business, the head office is located in

Beijing. It has branches in Tianjin, mainly covering

Beijing, Tianjin, Hebei and many provinces in

northern China. To provide customers with customs

agents, customs advice, cargo transport, handling

handling. In this paper, through in-depth

understanding of the problems existing in the service

of the enterprise, mainly from the corporate image,

service quality, staff quality, service price, customer

complaints, customer loyalty and other aspects of

design research indicators, through questionnaire

survey to understand the specific aspects of customer

satisfaction that need to be improved, from the areas

most concerned by customers to increase investment

for continuous improvement. Strengthen the

company's competitive advantage.

2 RESEARCH METHODS

2.1 Meaning of Customer Satisfaction

Consumer Satisfaction is also known as Customer

Satisfaction Index. It is the abbreviation of customer

satisfaction survey system in all service industries,

and it is the matching degree between customer

expectations and customer experience. Logistics

service quality is mainly determined by customer

satisfaction, which is measured by setting specific

indicators (Wang, Shan 2005). These specific

indicators are relatively easy to collect and valid

results can be obtained using reasonable analytical

methods.

2.2 Customer Satisfaction Index Model

The idea of customer satisfaction began in the middle

of the 20th century. From 1989 to 1993, the American

Quality Association found the American Customer

Satisfaction Index model with five aspects, which is

currently the most extensive national index model in

the world. The American Customer Satisfaction

Index model is a macro indicator model for the

quality of economic output and is the most widely

used theoretical model of satisfaction at present, with

a total of six indicator variables, as shown in Figure

Deng, K.

Research on Customer Satisfaction of Logistics Enterprises based on SPSS-Beijing RXRH Customs Co., Ltd..

DOI: 10.5220/0011155200003440

In Proceedings of the International Conference on Big Data Economy and Digital Management (BDEDM 2022), pages 18-22

ISBN: 978-989-758-593-7

Figure 1: ACSI.

3 CONSTRUCTION OF

CUSTOMER SATISFACTION

EVALUATION INDEX SYSTEM

3.1 Establishment of Customer

Satisfaction Evaluation Index

System

Based on the literature of customer satisfaction, this

paper determines the main influencing factors of

customer satisfaction. Customer satisfaction

evaluation index system of Beijing RXRH Customs

Declaration Co., Ltd. The first level of target layer

index is satisfaction, the second level is six criterion

layer indexes, and the third level is scheme layer

indexes. The company's customer satisfaction

evaluation index system is constructed, as shown in

Table 1.

Table 1: Customer Satisfaction Evaluation Index System of

Beijing RXRH Customs Co., Ltd.

Target

layer

indicator

Criterionlayer

indicator

Scheme layer indicator

Satisfaction

evaluation

Corporate Image Enterprise Reputation

Brand awareness

Financial Capacity

Quality of service Inventory loss and

difference rate

Advancement of

Information System

Punctuality of delivery

Employee

Quality

Professional Service

Level

Service Attitude

index

system

Service Initiative

Service Price Rationality of service

cost

Service fee market

competitiveness

Customer

complain

Customer complaint

channel smoothness

Timeliness of customer

complaint resolution

Satisfaction of problem

solving

Customer Loyalty Customer Referral

Possibility to consume

again

Possibility of long-term

cooperation

 Corporate image

Corporate image is one of the important indicators

for customers to choose a company. Customers are

more willing to choose a company with a good

corporate image, and after customers experience the

service, they will reposition the company's image (Xu

2014).

 Service quality

The core of logistics services provided by the

company to customers is service quality. The

evaluation of customer satisfaction is mainly based

on service quality, which is the embodiment of

comprehensive strength (Wang 2013). High quality

service quality makes enterprises have strong

competitiveness.

 Staff quality

Service personnel directly affect customer

satisfaction evaluation, and the quality of service

personnel is the guarantee of the company's

reputation.

Research on Customer Satisfaction of Logistics Enterprises based on SPSS-Beijing RXRH Customs Co., Ltd.

 Service price

Service price is the time, energy, cost and other

consumption used by customers in the company's

logistics services. It is not only limited to the form of

currency, but also can be understood as the customer's

value perception of Beijing RXRH Customs

Declaration Co., Ltd.

 Customer complaints

Customer complaints are that customers are not

satisfied with the company's service. Customer

complaints are a bad thing, but if they can be

seriously analyzed and dealt with, it can raise an

alarm for the company and increase employee

awareness of customer satisfaction. However, if the

company fails to find an intelligent solution, the

relationship between the customer and the company

deteriorates and the customer is lost.

 Customer loyalty

Customer loyalty is generated because the

services provided by the company can fully meet the

needs of customers, long-term cooperation and the

establishment of solid trust and dependence.

Customer loyalty is most popular in enterprises, not

only to maintain the company's profits, but also to

establish a close collaborative relationship (Li 2014).

3.2 Quantification of Evaluation Index

The satisfaction evaluation in this paper is based on

the five-level Likert scale, which consists of five

answers: "very satisfied", "satisfied", "average", "not

very satisfied" and "very dissatisfied", which are

counted as 5, 4, 3, 2 and 1 respectively.

3.3 Distribution and Recovery of

Survey

The object of the questionnaire is the customers who

have been served by Beijing RXRH Customs

Declaration Co., Ltd. in the past. The way of issuing

the questionnaire is the Star Online Questionnaire. A

total of 107 questionnaires were sent out and 102

were recovered. A total of 102 valid questionnaires

were obtained, accounting for 95.3%, which met the

statistical requirements.

4 RESULTS AND DISCUSSION

4.1 Reliability Analysis

Reliability analysis is the consistency, stability and

reliability of the test results, and the main index is the

alpha coefficient, Usually, the a coefficient is

between 0 and 1, and the greater the reliability

coefficient, the greater the degree of confidence.

Using SPSS software to analyze 102 questionnaires,

the index coefficient is 0.968, so the reliability of the

questionnaire scale is acceptable.

4.2 Validity Analysis

Validity analysis refers to the degree to which the

measurement tool or means can accurately measure

what needs to be measured, the KMO value is 0.969,

and the data is greater than 0.6, indicating that it is

effective.

4.3 Satisfaction Analysis

According to the recovery of the questionnaire, this

chapter analyzes and tests the indicators of

satisfaction and overall satisfaction, and uses SPSS to

make descriptive analysis of the initial questionnaire.

4.3.1 Corporate Image Satisfaction Analysis

the average value of corporate image is between

3.431 and 3.794. Among them, the company's credit

score is the lowest, with an average score of 3.431,

which is between general and satisfactory.

4.3.2 Service Quality Satisfaction Analysis

the average value in terms of service quality is

between 3.441 and 3.824. Among them, the

satisfaction score of delivery punctuality service is

the lowest, with an average score of 3.441, which is

between general and satisfactory.

4.3.3 Analysis of Employee Quality

Satisfaction

the average value of employee quality is between

3.578 and 3.784. Among them, the service attitude

satisfaction of employees in business consultation,

business operation and correspondence is the lowest,

with an average score of 3.578, which is between

general and satisfactory.

4.3.4 Service Price Satisfaction Analysis

the average value of the service price is 3.235 and

3.637. Among them, the score of service price

satisfaction is the lowest, and customers generally

feel that the price is general, with an average score of

3.235, which is between general and satisfactory.

BDEDM 2022 - The International Conference on Big Data Economy and Digital Management

4.3.5 Customer Complaint Satisfaction

Analysis

the average value of customer complaints is between

3.353 and 3.618. Among them, the satisfaction score

of complaint resolution time is the lowest, with an

average score of 3.353, which is between general and

satisfactory.

4.3.6 Customer Loyalty and Satisfaction

Analysis

the average value of customer loyalty is between

3.529 and 3.647. Among them, the service

satisfaction score of whether to recommend our

company to others is the lowest, with an average

score of 3.529, which is between average and

satisfactory.

4.3.7 Comparison of Satisfaction of Each

Index

As shown in Table 2, the average value of each

satisfaction index is described and analyzed by SPSS.

By comparing the satisfaction index, it is concluded

that the scores of service price index and customer

complaint index are lower, which has a greater impact

on the customer satisfaction of Beijing RXRH

Customs Co., Ltd.

Table 2: Six descriptive statistics.

Name Sample

Minim

Maxi

mum

Mean

Standard

Deviation

Median

Corporate

Image

102 1.333 5 3.618 1.021 4

Quality of

service

102 1.667 5 3.611 0.971 3.667

Employee

Quality

102 1.333 5 3.712 1.06 4.333

Service Price

102 1 5 3.436 1.142 4

Customer

complaint

102 1 5 3.5 1.053 3.667

Customer

Loyalty

102 1.667 5 3.601 1.019 3.833

4.3.8 Customer Satisfaction

According to the SPSS description and analysis of the

average satisfaction of Beijing RXRH Customs Co.,

Ltd., the average customer satisfaction is 3.588, and

the satisfaction is 71.76 points, which is slightly

lower than the overall satisfaction of express service

in 2020, which is 76.7 points. By comparing the six

satisfaction indicators, it is found that the average

service price of 3.44 and the average customer

complaints of 3.50 are lower than the average

satisfaction of Beijing RXRH Customs.

Table 3: Customer satisfaction of Beijing RXRH Customs

Co., Ltd.

Name

Sample

Size

Mini

mum

Maxim

Mean

Standard

Deviation

Median

Customer

satisfaction

102 1.824 4.588 3.588 0.803 3.882

5 RESULTS AND DISCUSSION

5.1 Adjust Service Prices

Appropriately to Improve

Rationality and Competitiveness

The service price of Beijing RXRH Customs

Declaration Co., Ltd. should be maintained on the

basis of high service standards and long-term

cooperation, so that customers can feel the value for

money with high-quality service quality. The

company's service price is not low, but it is necessary

to ensure that the accounts are open and put an end to

the situation that the accounts are vague and arbitrary.

For core customers or some special customers, the

company should give appropriate discounts to win the

trust and satisfaction of customers. In the case of

maintaining existing customer resources, the

company actively develops new resources, reduces

cost prices, and improves the rationality and

competitiveness of service prices.

5.2 Strengthen Customer Relationship

Management and Enhance the

Initiative of Staff Service

Train Beijing RXRH Customs Declaration Co., Ltd.

to form a corporate culture of "customer satisfaction",

strengthen the awareness of all employees, improve

the quality of employees, enable employees to

actively and enthusiastically serve customers,

enhance their sense of innovation, self-learning

ability and response ability, and comprehensively

improve the quality of customer service. Strengthen

the construction of the company's logistics

information system, improve business processes and

time. Improve the company's customer complaint

handling mechanism, so that customer complaints

can be quickly responded to, timely handling and

remedy, thereby improving customer satisfaction and

enhancing customer loyalty. We should give real-

time care and attention to customers, try our best to

meet their reasonable needs and satisfy them.improve

the basic service function of logistics. Establish the

public information platform of Beijing RXRH

Research on Customer Satisfaction of Logistics Enterprises based on SPSS-Beijing RXRH Customs Co., Ltd.

Customs Declaration Co., Ltd., so that every

employee can get information in time. Ensure the

timeliness and smoothness of information, optimize

the overall business process, achieve real-time

tracking, real-time understanding of logistics

information, and have the functions of information

processing and sharing customer information.

Integrate existing logistics resources, improve

transportation efficiency, reduce comprehensive

costs, and make rational use of resources. Provide

customers with standard and special warehouses for

customers and internal use of the company.

5.3 Training Middle and High-End

Talents

Fully integrate internal talents and resources, promote

the construction of talent team to show a benign

development trend, and implement the training of

reserve talents with planning and objectives for

important core posts. At the same time, according to

the needs, we should increase the external

recruitment of middle and high-end talents in

management and technology, increase the reserve and

training of talents in Colleges and universities, and

promote the company to achieve a virtuous circle

(Zheng 2010).

5.4 Strengthen the Corporate Culture

Construction Within the Company

Strengthen the construction of corporate culture,

protect the interests of stakeholders as far as possible,

use advanced cultural concepts to enhance the brand

tonality and quality of enterprises, promote the

development of enterprises, and enhance the brand

image of enterprises. Through efficient management

mechanism, enhance employee satisfaction, improve

service quality, and form a fruitful corporate culture.

6 SUMMARY AND PROSPECT

6.1 Summary

This paper takes Beijing RXRH Customs Co., Ltd. as

the research object, constructs the evaluation index

system of customer satisfaction, and obtains the

evaluation effect of customer satisfaction. It also

calculates and analyzes the customer satisfaction of

Beijing RXRH Customs Co., Ltd., and puts forward

some applicable suggestions for improvement, taking

"customer satisfaction" as the core of future work, so

that the results of the study can be applied to future

management.

6.2 Outlook

In this paper, the customer satisfaction of Beijing

RXRH Customs Co., Ltd. is based on the current

development of the company. The logistics market

will continue to upgrade and change in the future, and

the evaluation index system of customer satisfaction

will continue to improve and perfect with the

development of the times, so as to make the research

more accurate. This study has a wide range of

respondents, and does not distinguish between

different regions to study Beijing RXRH Customs

Co., Ltd., and this paper only studies the customer

satisfaction model, later scholars can study the

problems of different stages.

REFERENCES

Li, X.M., 2014. On Core Customer Management in

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Economic Management College, 28 (3),19-21.

Wang, X. J., 2013. Customer Satisfaction Analysis of Fuji

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Agricultural University.

Wang, B., Shan, X.L., 2005. Identification, development

and retention of core customers. Journal of Tianjin

University (Social Science Edition), 7 (2),93-96.

Xu, J.X., 2014. Research on Customer Satisfaction

Promotion Strategy of C Company [D]. Shanghai:

Shanghai International Studies University,

Zheng, Z.Q., 2010. Research on the development of

potential customers based on customer relationship

management. Journal of Liaoning University of

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BDEDM 2022 - The International Conference on Big Data Economy and Digital Management