Research On The Quality Evaluation Of Fresh E-Commerce Logistics Service Based On Online Reviews

Affected by COVID-19,the promotion trend of fresh e-commerce is obvious,but its logistics service quality has not been promoted at the same time,becoming a critical factor influencing the progress of fresh e-commerce.Therefore,for fresh e-commerce,logistics service quality evaluation research is particularly important.Scholars used to evaluate the quality of logistics service by expert scoring.The online reviews of fresh e-commerce not only include customers’ evaluation of products,but also show customers’ focus on the quality of logistics services.Therefore,how to extract the relevant information of fresh e-commerce logistics service quality from online comments is very key to the evaluation research of fresh e-commerce logistics service quality,and also opens up new ideas for the evaluation research of fresh e-commerce logistics service quality.Based on the relevant model theories of logistics service quality evaluation and relevant technologies of text analysis,this paper takes JD Fresh as the representative case of fresh e-commerce and its online comments as research data to evaluate and study the logistics service quality of fresh e-commerce.First of all,this paper constructs an initial fresh e-commerce logistics service quality evaluation indicator system based on SERVQUAL,LSQ theory and related literature by combing relevant domestic and foreign literatures.Secondly,in order to describe the elements of logistics service quality that customers pay attention to,a dictionary of logistics service quality keywords of fresh e-commerce based on online comments is constructed.By referring to relevant literature,high-frequency keywords related to logistics service quality were extracted from high-frequency words of online reviews,and a basic fresh e-commerce logistics service quality keyword dictionary was constructed.Based on the colloquial characteristics of the review language,in order to avoid the omission of low-frequency keywords,Word2 Vec was applied to convert the words into word vectors.And through the Angle cosine value of the word vector to determine the similarity of the word,further improve the fresh e-commerce logistics service quality keyword dictionary.Thirdly,based on the keyword dictionary of fresh e-commerce logistics service quality,the evaluation indicator system of fresh e-commerce logistics service quality is determined.The evaluation indicator system includes: reliability,time,empathy,economy,flexibility,information 6 dimensions and 17 evaluation indicators,and further determines the weight of each evaluation indicator based on TF-IDF.Then,the emotion in online comments fully reflects customers’ satisfaction with logistics service quality.Therefore,this paper applies the emotion analysis method based on emotion dictionary to conduct emotion analysis on the selected online comments related to logistics service quality,and quickly quantifies customers’ satisfaction with the logistics service quality of fresh e-commerce.Then the evaluation indicator system of fresh e-commerce logistics service quality was evaluated.Finally,according to the evaluation results,draw a quad-graph model,analyze the evaluation results of each dimension and evaluation indicator,and put forward six suggestions for improving the logistics service management of fresh food e-commerce.The research results of this paper have certain reference value to the field of fresh e-commerce logistics service quality evaluation.The structure of this paper is as follows: Chapter One introduction.Chapter Two related theories.The third chapter builds the evaluation indicator system of fresh ecommerce logistics service quality.Chapter four evaluates the quality of fresh ecommerce logistics service based on sentiment analysis.The fifth chapter analyzes the evaluation results of fresh e-commerce logistics service quality and then puts forward improvement suggestions.