Research On Logistics Service Quality Evaluation Of Cross-border E-Commerce Supply Chain Under RCEP Environment

In recent years,with the development of cross-border e-commerce industry,cross-border ecommerce supply chain logistics services have put forward higher requirements for crossborder e-commerce supply chain management In January 2022,after the Regional Comprehensive Economic Partnership Agreement(hereinafter referred to as RCEP)came into effect,it has brought new opportunities for the development of cross-border e-commerce,at the same time,the research on the quality of cross-border e-commerce supply chain logistics services in the RCEP environment has also attracted widespread attention in the industry,and the quality of cross-border e-commerce supply chain logistics services is directly related to the healthy and sustainable development of cross-border e-commerce,and the research on the quality of cross-border e-commerce logistics services is of great significance.This study focuses on the quality of logistics services in the cross-border e-commerce supply chain in the RCEP environment.Based on the relevant literature of cross-border e-commerce supply chain,logistics service quality,RCEP theory and service quality evaluation method,the theoretical framework of cross-border e-commerce supply chain logistics service quality in RCEP environment is constructed.Combined with field research,the current situation of cross-border e-commerce supply chain logistics service quality in RCEP environment was analyzed,and its existing problems were identified,and the influence mechanism of crossborder e-commerce supply chain logistics service quality on user loyalty was clarified.Through questionnaire survey,qualitative analysis and other methods,the logistics service quality evaluation indicators were screened,the initial evaluation index system was constructed,and the final evaluation index system was constructed by using factor analysis.Combined with the empirical evidence,the structural equation model is used to construct the corresponding conceptual model,the convergence validity and the discrimination validity are tested,and the direct effect and mediation effect of the research variables are tested.According to the established five evaluation dimensions of reliability,assurance,responsiveness,empathy and tangibility,combined with empirical evidence,corresponding strategies are proposed for the improvement and enhancement of cross-border e-commerce supply chain logistics service quality in the RCEP environment.The results show that the dimensions of logistics service quality include reliability,guarantee,responsiveness,empathy and tangibility,among which reliability and empathy are the most critical factors in user evaluation of logistics service quality.In the direct effect study,logistics service quality has a significant positive impact on satisfaction and loyalty,satisfaction also has a significant positive impact on loyalty,and shopping characteristics also have a significant positive impact on logistics service quality.In the study of the mediation effect:satisfaction plays a mediating role between logistics service quality and loyalty.This study clarifies the mechanism of logistics service quality,shopping characteristics,satisfaction and loyalty,and verifies the mediating role of satisfaction.The research results have a guiding effect on the improvement and enhancement of the logistics service quality of cross-border e-commerce supply chain,and provide theoretical support for docking with RCEP and promoting the development of open regional economy,which will help the high-quality development of regional economy.