Study On The Perception Of Service Quality And Repurchase Intention Of Urban Fresh Distribution Via E-Commerce

The acceleration of the urbanization process has led to a sharp increase in the urban population.In addition,with the rapid development of the modern economy,the living standards of urban residents have significantly improved,and their consumption concepts have been constantly changing.Urban residents pay more and more attention to the pursuit of quality of life.Fresh products are popular because of their high quality and rich nutrition.All these have brought new challenges to the urban fresh produce distribution.Under the background of “Internet +”,the rapid development of the e-commerce industry has provided opportunities for the vigorous development of distribution business,especially the cold chain logistics industry.As a result,the entire fresh produce industry has shown a thriving development state.Fresh products are one of the most potential consumer products.As a key link,the distribution of fresh produce has always attracted the attention of the society.In the process of urban fresh food distribution,due to its perishable characteristics,excessive logistics and distribution links,and difficult transportation and storage,product delivery is not timely,the quality is poor,and the product service is poor.This has caused a lot of customer dissatisfaction,which severely restricted the development of fresh food business and the continuous improvement of living standards.Therefore,how to fundamentally improve the quality of fresh food e-commerce distribution services in cities and better improve the living standards of urban people has become the focus and research focus of city governments and people of insight.In this paper,through combining both foreign and domestic literature,combination of service quality perception model,value theory and synthesizing the development characteristics of the fresh food distribution industry,the distribution service quality isdivided into customized service quality,response service quality,distribution personnel service quality,order completion quality and error processing quality.And build a model of distribution service quality that influences repurchase intention through the intermediary role of customer value.For reliability analysis,correlation analysis,and structural equation model to test a series of research hypotheses,432 valid questionnaires were designed and recovered.Through empirical research and analysis,the following conclusions are drawn: customized service quality,response service quality,order completion quality and error processing quality positively affect customer value,distribution personnel service quality has no significant impact on customer value,and customer value has a positive and significant impact on repurchase intention.Meanwhile,customer value plays a partial mediating role between customized service quality,response service quality and order completion quality and repurchase intention.The intermediary role between distribution personnel service quality and repurchase intention is not significant,and completely mediating between the quality of error processing and repurchase intention.At last,synthesize the analysis results of the study,the management inspiration for the development and improvement of the fresh food distribution industry is given,with the purpose of helping to improve the quality of fresh food delivery services in the city,further increasing the overall value of customers and the willingness to repurchase,and ultimately helping to improve the lives of urban people quality for the well-being of the people.