Evaluation And Improvement Study On The Quality Of Distribution Services Of Jingdong Mall

Logistics is the core competitiveness of B2C, it relates to the supply chain speed and customer experience, however, in the whole process of consumption, distribution is almost the only window to interact with customers face to face. Good delivery service will bring a lot of loyal customers and create a good reputation for enterprises. In recent years, the vicious competition in the logistics market and logistics operations’ unstandardized and the lack of professional affected the customer experience seriously, the complaint rate of distribution services is always high, image of enterprises damaged greatly. So, we should start with the customer, find the key factors that affect customer satisfaction on distribution services to improve customer satisfaction, then enhancing the competitiveness of enterprises.Therefore, it is very necessary that we evaluate the quality of distribution services for B2C companies to obtain the indicators which desire to improve.In this paper, Jingdong Mall is the object of study. Theoretical models and empirical research are combined to evaluate Jingdong Mall’s quality of distribution services. Firstly, based on the analysis of status of Jingdong Mall, servqual service quality scale, China’s domestic logistics service quality evaluation index system and suggestion of logistics experts and Jingdong customers, a evaluation system is built which contains 6 dimensions and 25 indicators. Secondly, building an improved analytical Kano model by redesigning the calculation method of satisfaction thresholds of positive and negative issues. Thirdly, Kano questionnaire is designed to be issued with the Jingdong customer, and the sample characteristics and descriptive statistics and reliability analysis and validity test of questionnaire data collected are analyzed, these analyses determine the credibility of the questionnaire data; fourthly, using of evaluation model to calculate the average satisfaction of indexes to positive and negative issues, according to the satisfaction threshold to distinguish which quality factor each index is belong to. Fifthly, calculating the importance, satisfaction, decision index value of each index furtherly, and each index is set into satisfaction-importance matrix according to the results and indexs which fall into the key regional to improve are obtained as well as their order to ascend. Finally, putting forward strategies to improve JingDong’s quality of distribution services.A distribution service quality evaluation model applicable to Jingdong Mall is built aiming to the status of Jingdong Mall. The construction methods of evaluation system and evaluation models in the empirical provide reference for evaluation of B2C distribution services.