Research On B2C Reverse Logistics Service Quality Evaluation System

Today,the online shopping economy is booming,B2 C e-commerce competition enters the second half,profit competition focuses on service quality competition,merchants pay more and more attention to after-sales service qualit y,and reverse logist ics service qualit y has a high proportion in after-sales service qualit y,so that B2 C merchants must not ignore.At present,there is no unified and scient ific evaluation system for measuring the quality of reverse logist ics services,which makes it difficult for businesses to objectively and comprehensive ly evaluate the quality of their reverse logistics services,and it is difficult to compare them with the same industry.Therefore,a scient ific and practical evaluation system is urgently needed to evaluate and specifically improve the qualit y of reverse logistics services of B2 C e-commerce.This paper sorts out the exist ing literature on service qualit y,B2 C e-commerce,logistics service quality,B2 C e-commerce reverse logist ics service qualit y and other related theories,reference to SERVQUAL model and LSQ model,and based on the characteristics of reverse logist ics,comb ined consumer psychology theory such as service participation,perceived service qualit y,relat ional psychological contract,repurchase intention,this paper expounds the different emphases of service qualit y evaluation of forward and reverse logistics from different angles,builds a theoretical model,and combs the service quality evaluation ind icators suitable for B2 C e-commerce reverse logistics.Through questionna ire survey,the exploratory factor analys is and confirmatory factor analysis are carried out on the 483 valid questionnaires collected using SPSS22.0 software and AMOS23.0 software,which ind icated the rationality of the constructed evaluation system.Through the analyt ic hierarchy process,the weights of ind icators at all leve ls are established,the evaluation system consist ing of 5 dimens ions and 17 indicators is formed,and the fuzzy comprehensive evaluation method is chosen as the evaluation method by comparing the advantages and disadvantages of various evaluation methods.Evaluating the quality of reverse logistics service of POP platfor m in Jingdong Mall by case ana lys is,the scores of each dimension and comprehensive scores are obtained using Matlab R2016 software.According to the scores and the information collected from the fie ld survey of the POP platform in Jingdong,the reasons for scores of each dimension are analyzed,and the corresponding improvement suggestions are given from the weak links of the five dimens ions.At the same time,the feasibility of the evaluation indicators and methods that have been constructed is verified.and corresponding improvements are given according to the scores.It is recommended to verify the feasibilit y of the established evaluation system and evaluation method.Finally,the paper discusses the characteristics and rationa lity of the evaluation index system of service quality o f B2 C e-commerce reverse logist ics,the method of weight determination and evaluation,and the research methods adopted,and analyzes its advantages and limitations.