Research On The Evaluation Of Return Logistics Service Quality Of Social E-commerce

With the development of e-commerce,the classification of e-commerce platforms is gradually becoming clear,mainly divided into two categories: traditional ecommerce and emerging social e-commerce.Social e-commerce is based on interpersonal communication and focuses on user trust,breaking the current situation of excessive concentration of e-commerce platforms and re dividing the existing market demand share.However,different social e-commerce platforms are also gradually polarized in the process of developing with new business models.For example,some platforms are limited in their e-commerce development due to user trust and other reasons,and some social e-commerce platforms have achieved rapid development relying on their outstanding advantages such as forward and reverse logistics.Among them,Tik Tok e-commerce platform is the most representative,with strict service process standards on reverse returns,It is considered to be one of the important factors for the success of Tik Tok e-commerce.However,the existing academic research focuses more on the positive logistics research of social e-commerce,and there is still a certain gap in the research of its reverse logistics.Therefore,the research on the return logistics service of Tik Tok e-commerce platform is of great significance for promoting the development of social e-commerce platform services.Based on the user trust theory,taking TikTok e-commerce as the sample,combined with its return logistics process and e-commerce return service index research,this study constructed an evaluation model of return reverse logistics service quality based on entropy weight fuzzy comprehensive evaluation to measure the return reverse logistics service quality of social e-commerce platform.Firstly,based on the textual analysis of existing literature and theoretical analysis of LSQ and SERVQUAL models,the evaluation indicators applicable to e-commerce platforms are summarized,including five dimensions: empathy,convenience,communication quality,return quality,and information quality,which are refined to 26 specific indicators.Secondly,the EW-FCE method is introduced to determine the index weight,the entropy weight method is used to give weight to the Tik Tok e-commerce logistics service quality index,and the membership matrix is constructed.Combined with the weighted average fuzzy comprehensive evaluation model,the Tik Tok e-commerce logistics service quality is calculated.Finally,evaluate the reverse logistics service quality level of the Tik Tok ecommerce platform,and give targeted opinions based on the measurement results.The main purpose of this study is to help emerging social e-commerce companies analyze,evaluate and improve their reverse logistics service quality,improve consumer satisfaction and purchase behavior by building user trust,achieve long-term business development,and provide useful suggestions for Tik Tok e-commerce and social ecommerce platforms.This study suggests that social e-commerce platforms should focus on communication quality,empathy,and information quality in their development,as well as improve convenience and return quality.