Research On Evaluation Index Of Fresh E-commerce’s Logistics Quality Based On Customer’s Perspective

With the development of Internet, the e-commerce not only has profoundly changed people’s lives, but also greatly expanded the field and scope of business activities. With the State Council spread the concept which is "Internet +" and "mass innovation, the highly innovative" ideas, the e-commerce itself with the development of the Internet, during the further evolution. Fresh e-commerce is a mainstream ecommerce development in recent years. It mainly refers to the e-commerce businesses mainly sell fresh products. Since the fresh product itself corrosive and difficult to preserve, as compared with ordinary category of goods, the logistics of fresh ecommerce have to run in the cold chain environment and should have shorter transit times and faster delivery time, which resulted in the logistics management is unique. From the current perspective, the fresh e-commerce for logistics management is not satisfactory, because the logistics problems which is caused by fresh product’s damaging is happened frequently. Whether it is fresh e-commerce or logistics companies, for the construction of cold chain warehouses and cold-chain logistics are all in the initial stage, the fresh e-commerce’s understanding of logistics services are still inadequate and lack of the evaluation index to assess it. And, in the current, it is also a lack of research specifically for fresh e-commerce’s logistics services. For customers, as the most important party in experience of logistics, it is to build and enhance the logistics quality from the side of customers.Firstly, this study analyzes the development background of fresh e-commerce, and the current development trend. And then the article summarized the mode, the development of cold-chain logistics and the main problems faced by the fresh ecommerce.Secondly, the study from the perspective of the customer point of view, based on SERVQUAL model, customer satisfaction Theory and the national standards which is "Requirements and ability evaluation indicator of cold chain services for logistics enterprises"(GB/ T 31086-2014) relevant theories constructed the fresh e-commerce’s logistics services quality evaluation index set. Thereafter, in order to validate the indicators, set, a questionnaire survey has been conducted and collected the relevant data. Then, the item analysis, factor analysis, validity and reliability of the inspection has been conducted and the index system were processed and verified. In the end, after screened convenience, the final index system has passed the appropriate tests, and by regression analysis of the right dimensions and the corresponding index has get the weight of the whole evaluation index.Finally, the study is based on the SF Best, which is a representative fresh ecommerce, and use paired samples T-test as the testing method, analyzed the SF Best case. Preferably from SF case studies results, in addition to the security, the other 3 dimensions are all slightly lower to the customer expectations, but overall this gap is not large, can be improved by strengthening the management and the corresponding Logistics Services to improve, and the article has put forward the corresponding management recommendations.