Research On The Evaluation Of Logistics Service Quality Of Fresh E-commerce Under The Normal Epidemic Situation

The prosperity and development of fresh e-commerce consumption is closely related to the vigorous development of the logistics industry.In recent years,due to the increase in investment in the logistics industry and the continuous improvement of the logistics industry,the scale of China ’s fresh e-commerce market has also expanded year by year.Especially after the outbreak of COVID-19 in 2020,consumers have been increasingly choosing to buy fresh products online for the convenience of the shopping experience,which provides a huge consumer group for the fresh e-commerce industry.However,the cold chain logistics of China’s fresh e-commerce platform is still in the initial stage of development.The difficulty of logistics supporting facilities to meet the current consumer demand is also one of the important factors limiting the development of fresh e-commerce.The problems of high commodity decay rate,easy damage to commodity packaging,and insufficient investment in cold chain professional equipment are still urgent to be solved in fresh e-commerce logistics services.At the same time,affected by the COVID-19 epidemic,consumers will also consider whether fresh goods and their packaging have been strictly eliminated,whether there are potential safety hazards of virus transmission,and whether the distribution link can provide more convenient service.In this situation,it is of great theoretical and practical significance for fresh e-commerce to establish a scientific evaluation system of logistics service quality based on the background of epidemic normalization.Based on SERVQUAL and LSQ models,this paper constructed a set of fresh e-commerce logistics service quality evaluation system based on the background of epidemic normalization.Firstly,the literature related to logistics service quality and fresh e-commerce was summarized and analyzed.Secondly,by combing the literature related to logistics service quality and customer satisfaction,a preliminary evaluation index system was constructed.Thirdly,according to the preliminary evaluation indicators,a questionnaire was designed and tested.Then,SPSS Statistics 25.0software was used to conduct descriptive statistics and factor analysis on the results obtained.According to the analysis results,the dimensions and indicators in the initial evaluation index system were optimized and adjusted,and finally the initial evaluation index system including five dimensions of reliability,timeliness,economy,safety and convenience was obtained,with a total of 15 indicators.The DEMATEL method and CRITIC(Criteria Importance Though Intercrieria Correlation)method were used to calculate the comprehensive weight of each dimension and index.Finally,the representative Meituan Selceted of community group purchase was taken as the empirical object,and the questionnaire design and analysis were carried out.The Wilcoxon signed-ranked test was used to measure the gap between the importance of Meituan Selceted’s logistics service quality and the actual satisfaction,and further subordinate areas were divided according to the fuzzy comprehensive evaluation method,and finally improvement measures were proposed for Meituan Selected’s lack of safety and excessive economy problems.