Journal of Guangdong University of Technology ›› 2019, Vol. 36 ›› Issue (01): 29-34,50.doi: 10.12052/gdutxb.180107

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A Study of Enterprise WeChat Popularity and Service Quality: Cases from Logistics Firms

Du Helen S., Jiang Rui-xin, Zhu Lin   

  1. School of Management, Guangdong University of Technology, Guangzhou 510520, China
  • Received:2018-07-21 Online:2019-01-25 Published:2018-12-05

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Abstract: The logistics industry needs high-quality service to obtain rich profits and user loyalty. Mobile social platforms such as WeChat provide new channels for logistics enterprises to enhance their competitiveness. However, logistics firms have not found effective measures to enhance their WeChat influence, and research regarding the influence of firm-based mobile social media is lacking in the logistics industry. Based on the heuristic-systematic model, the relationship between various information cues, WeChat influence and service quality are explored by quantitative content analysis and qualitative research. Research shows that heuristic cues (i.e. content freshness and source credibility) as well as systematic cues (i.e. mobile transaction navigation and user interaction) can potentially affect enterprise WeChat popularity. Logistics company WeChat has positive impact on the time, personnel and quality of logistics service. And WeChat positively influences time quality, personnel service quality and cargo integrity.

Key words: mobile social media, WeChat popularity, heuristic-systematic model, logistics service quality

CLC Number: 

  • C931.6
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