Location Of O2O Fresh Product Experience Store Considering Service Quality

The fresh product market in China has broad prospects,but inefficient cold chain logistics and poor customer experience severely restrict the development of the fresh product ecommerce.The O2 O mode of fresh product integrating online and offline channels can solve this problem effectively.The O2 O fresh product experience store is the combination of online and offline channels in the O2 O mode,and it is responsible for the dual functions of end distribution and retail.Reasonable site selection can effectively improve distribution efficiency and market share.In addition,the O2 O fresh product experience store directly faces consumers,and its service quality directly affects customer satisfaction and purchase intention.Therefore,from the perspective of online and offline,this paper studies the location of O2 O fresh product experience store considering service quality.The results can provide decision support for the O2 O fresh product enterprises.The work done in this paper focus on the three aspects as follows:(1)Analysis of issues related to the location of the O2 O fresh product experience store based on service quality.Firstly,the paper analyzes the problems related to the O2 O fresh product experience store location from two aspects: the O2 O mode of fresh product and its classification and the supply chain process under the O2 O mode of fresh product.Then,based on the concept of service quality,the concept of the O2 O fresh product retail service quality is defined.At the same time,from the perspective of service process,the factors affecting the O2 O fresh product retail service quality are sorted out.(2)Service quality evaluation of the O2 O fresh product retail based on Best Worst Method and Important-Performance analysis.Firstly,based on the classic service quality evaluation model and the characteristics of the O2 O fresh product retail,the O2 O fresh product retail service quality evaluation index system is preliminarily constructed.The exploratory factor analysis is used to modify the evaluation index system,and finally the O2 O fresh product retail service quality evaluation index system with 7 dimensions and 27 indicators is constructed.Then the Best Worst Method is introduced into the Important-Performance Analysis to evaluate the service quality of O2 O fresh product retail.The evaluation results shows that the factors such as payment security,delivery time and so on have an important impact on the improvement of the O2 O fresh product retail service quality,based on which corresponding suggestions are put forward.(3)The bi-level programming model of the O2 O fresh experience store location considering service quality.Based on the above research,from the perspective of online and offline,the integrated service quality function is constructed and used as the basis for customer distribution.At the same time,considering the interdependence and mutual influence of decision-making between enterprises and consumers,a bi-level programming model is constructed.The upper-level model aims at the minimum total cost and the maximum service demand of the enterprise,and the lower-level model aims at the maximum comprehensive service quality of consumers.According to the characteristics of the bi-level programming model,a hybrid algorithm is designed which combines non-dominated sorting genetic algorithm Ⅱ and tabu Search algorithm integrating route-first cluster-second method.Finally,through simulation experiments,the non-dominated solution under different parameters are analyzed.The results show that offline coverage area,online distribution radius,customers’ expected delivery time and customers’ buying habits have a significant impact on location decision of the O2 O fresh product experience store.In summary,considering service quality,this paper constructs a bi-level programming model and designs an algorithm for the O2 O fresh product experience store location problem,making decisions about the location selection,customer assignment and transportation route arrangement.This research can provide decision support for operational practices for the O2 O fresh product retail enterprises.