The Evaluation On "last Mile" Logistics Service Quality Of Fresh Food E-commerce

In recent years,with the rapid development of e-commerce,the fresh food e-commerce in China has flourished.Given residents' large absolute demand for so many fresh products,fresh food e-commerce market is quite potential.But due to the fresh products are perishable and are always limited geographically,fresh food suppliers have been facing many challenges,the very first problem is about cold chain logistics service quality,especially the "last mile" cold chain distribution which has already become a huge obstacle restricting the development of fresh food enterprises.At present,the lead fresh food enterprises' terminal logistics distribution is undeveloped.Last mile distribution is the only stage that can directly contacts with the end user,it is also the key scenario for user experience and their satisfaction.It should become the focus of relevant enterprises.However,there are few researches on the quality evaluation of fresh e-commerce terminal logistics distribution service in the academic field for now.Therefore,it is worth to reasonably evaluate and improve service quality of "last mile" logistics distribution of fresh products according to expectation and perception level of consumers.This paper studies the evaluation of "last mile" logistics service quality of fresh e-commerce enterprises from the perspective of service receiver,and the main content is divided into following 4 parts:First of all,this paper states the study background and meaning,content and method and literature review.Secondly,it analyses relevant theory seeking for a scientific entry point and introduces the service mode,characteristics and bottleneck problems of fresh e-commerce "last mile" logistics distribution.Thirdly,we refers to a large number of literature,industry standards and research cases and established the initial evaluation index system of fresh food "last mile" logistics service quality based on the framework of SERVQUAL model,Then data collected by the questionnaire was be processed by SPSS20.0 software for a series of analysis and tests,and the initial index system was be adjusted scientifically.Ultimate model only retained 4 main dimensions and 21 indicators.Through regression analysis we gave a weight of each dimension and corresponding index,forming the final evaluation model of fresh e-commerce "last mile" logistics service quality.Finally,the evaluation model constructed in this paper is applied to the empirical study of JD-Fresh.On the basis of the questionnaires collected from consumers,we may find that the evaluation model can well reflect the status of terminal logistics service quality of JD-Fresh,which is also beneficial for enterprise to improve terminal logistics service quality.