Research On The Quality Evaluation Of C2C E-Commerce Logistics Service From The Perspective Of Experience

In recent years,with the development of e-commerce,consumers are becoming more and more accustomed to online shopping,and network retailing has become an increasingly important retail format.Although online shopping is increasingly favored by consumers,consumers' satisfaction with B2 C and C2 C online shopping logistics services is not high,while the C2 C based logistics service quality problem is particularly prominent.To this end,the academic community has done a lot of research on the quality and evaluation of logistics service under the e-commerce context,but these researches are usually carried out under the B2 C mode.At the same time,the relevant research also neglected the importance of customer experience on logistics quality evaluation.Starting from the viewpoint of customer experience,through the relevant literature on electronic commerce and electronic commerce services,logistics service quality,logistics service quality and the concept of logistics service experience and evaluation analysis,explore the C2 C e-commerce logistics service quality concept and evaluation model,scale model and provide scientific basis for the C2 C online shopping logistics service quality evaluation.This paper follows the classic development method of scale,the mature SERVQUAL model as the basis of dimension design,related research and the latest research achievements in classical literature,e-commerce logistics evaluation combined with the logistics service quality evaluation and customer experience,and through the interview,Gou Jianchu began the evaluation index system and scale,determine the basic dimensions and evaluation indicators C2 C online shopping logistics service quality;through the questionnaire survey,empirical analysis of the index system,the evaluation system including 6 dimensions and 39 indicators of C2 C e-commerce logistics service quality,and to determine the importance of each dimension of quality of experience for the customer.Then,this paper established the evaluation system of the application,the representative of the domestic C2 C website of logistics service quality evaluation,concluded:(1)C2C in China's logistics enterprises,the value of the dimensions of the problem more prominent,reliability and convenience is not significant;(2)the C2 C of logistics enterprises in China with these two aspects and empathy in the information service demonstrated the problem of high quality.Finally,the corresponding improvement suggestions are put forward,which provide the direction for the C2 C logistics service enterprises to solve the problem.The significance of this study is to propose an evaluation index system of logistics service quality under the C2 C mode,which has made up for the shortage of research in this field and has an operational significance for improving the quality of logistics service of C2 C e-commerce in China.