Research Of Evaluation Method And Optimization Strategy Of Return Logistics Service Quality In B2C E-Commerce

With the rapid popularization of the Internet, the scale of Internet users continuing to expand and also the changes in people’s consumption habits, Not only e-commerce has been rapid developting but also the scale of online shopping users has been turning larger and larger, in China. However, some terrible things also has been coming which have beeing difficult to solve for both of the online merchants and online shoppers.Especially, with the rapid expansion of the amount of online shopping, together with other reasons that make the sales return volume increasing dramatically, online shoppers who demand more return logistics services and higher return logistics service quality.But,for the present, no e-commerce online merchant is able to meet the demand of the amount of return logistics and return logistics service quality from the online shoppers.but there are a few relative quantitative study.This paper studies method and optimization strategy of service quality quantitatively focused on return logistics and based on B2C E-Commerce. First, this paper is begun with analysising the characters of return logistics services in B2C e-commerce, then an index system of B2C e-commerce logistics service quality is constructed, which includes4first-grade indexes and30second-grade indexes;then index weight and index value are both given by Gray Theory and Fuzzy Comprehensive Evaluation Method separately; then this paper is dealed with the indexes of different evaluation objects by the evaluation method for Grey Incidence Decision-Making to get the grey incidence degree of each evaluation object’s score between the standard pre-set. The grey incidence degree of each evaluation object shows its return logistics service quality level and the gap between it and standard pre-set; various improvement measures are analysised quantitatively by method of Quality Function Deployment to get the key improvement measure and to provide the basis for optimization of return logistics service quality in B2C e-commerce; Finally, the evaluation method and optimization strategy presented in the paper are verified in a case.