Research On Return And Exchange Routes Of Small And Medium-Sized E-Commerce Enterprises Based On Logistics Service Quality Evaluation

In recent years,with the substantial growth of China’s online retail market,B2 C e-commerce market share has gradually increased,becoming the mainstay of China’s e-commerce development.The competition among e-commerce enterprises is increasingly fierce.How to improve the core competitiveness and service quality has become the focus of all e-commerce enterprises.In the online transaction mode of goods ordering,distribution and merchant separation,the probability of return and exchange problems is very high,including product quality problems,goods inconsistent with the real,slow delivery and so on.And with the continuous growth of e-commerce business,the amount of return and exchange is also increasing.Meanwhile,many business-to-customer e-commerce(B2C)enterprises outsource or entrust logistics distribution to third-party logistics companies.It has been proved that logistics service,especially return and exchange logistics service,has become the core factor affecting customer satisfaction.It is particularly important for e-commerce enterprises to actively face the issue of return and replacement,choose appropriate return and replacement logistics strategy,alleviate the negative impact of return and replacement on enterprise operation,and then improve customer satisfaction.This paper uses literature review method,questionnaire survey method,analytic hierarchy process and fuzzy comprehensive evaluation method to deeply investigate the problems existing in the supply chain of CP T-mall store return management.Firstly,the paper summarizes the research background,research significance,literature review,research content and methods.Secondly,the concepts and theories related to B2 C e-commerce and return and exchange logistics,reverse logistics service quality evaluation and vehicle routing problems are introduced.Then,the evaluation index of reverse logistics service quality is deeply studied by literature research method,so as to determine the evaluation index of return and exchange service of B2 C e-commerce enterprises,and establish a questionnaire,carry out reliability test and validity test on the index,use analytic Hierarchy Process(AHP)to give weight to the index,and use SPSSAU to solve.Finally,taking CP T-mall store as an example,according to the above indicators,the questionnaire survey method is used to investigate the quality of the store’s return and exchange service,data processing is conducted on the valid questionnaire results,and fuzzy synthesis method is used to explore the quality of the return and exchange service,so as to find the problems existing in the return and exchange service of CP Tmall store.The main reason is that the response degree is not timely,the return and exchange cycle is long and the return and exchange path design is unreasonable.Aiming at these problems,in order to return the total cost as the objective function,considering the response time of path optimization model is established,based on hybrid genetic algorithm,tabu search algorithm design finally using Matlab software for solving,to determine the CP T-mall store return transportation optimal path,to solve the problem of small and medium-sized electric business enterprise to provide some reference to the return path.