Research On Service Quality Evaluation And Management Optimization Of A Company’s B2C Reverse Logistics

With the development of e-commerce,the focus of B2 C e-commerce retail competition has changed from competing for user traffic through low prices to improving brand customer loyalty.Good reverse logistics service can improve consumers’ purchasing feeling and guide consumers to repeat shopping,which is of positive significance to the maintenance of customer relationship.Company A has been recognized by consumers in terms of the service quality of forward logistics,relatively speaking,the investment in reverse logistics management is not enough.Consumers have poor experience in reverse logistics service,and the company often receives related complaints,which has a certain impact on the buyback rate and loyalty of consumers.Therefore,this paper constructs a reverse logistics service quality evaluation index system for A company,also evaluates and analyzes the service quality of reverse logistics of A company,which has strong scientific basis and practical significance for improving the service quality of reverse logistics.Taking company A as the research background,this paper investigated and analyzed the organizational structure,relevant job responsibilities,customer complaints and reverse logistics business process of company A.Through access to a vast amount of literature summary,the system combed the related electronic commerce reverse logistics,the logistics service standards and service quality of theoretical results,and based on the SERVQUAL model(quality of service),LSQ(logistics service quality model),according to the characteristics of reverse logistics,find out the main influence factors of enterprise reverse logistics service,and the evaluation index system is selected to improve and improve the reverse logistics service level evaluation system of A company.Collect and evaluate the data of reverse logistics service of company A,and put forward the reverse logistics service quality management optimization strategy.It provides solutions to solve the weaknesses of reverse logistics service management operation of A company,and also provides reference opinions for the evaluation of B2 C e-commerce retail enterprises of the same type.Based on the analysis of A company’s B2 C reverse logistics service quality,this paper concludes that A company is weak in responsiveness,empathy and guarantee,and points out the shortcomings of A company in reverse logistics quality management,and proposes optimization measures: improving personalized service quality.Perfect logistics information system;Optimize reverse logistics service process.Improve the quality of communication services.In this paper,the research on A company’s own development has a long-term significance,contributes to an understanding of reverse logistics service quality of A company’s form,to help A company to build a more perfect reverse logistics service management system,in view of the actual situation to develop reverse logistics service quality improvement strategy,provides some reference value for enterprises to improve the service level of reverse logistics.