A Study On Perceived Expectation Evaluation Of Fresh Cold Chain Logistics Service Quality

For China at this stage,many aspects affect social and economic development,rapid development and rapid change make it in the period of the historical new normal,as an important part of our country’s national economic development,cold chain transportation with our country’s social and economic development into the new stage,its development scale also steps towards diversification,cold chain transport industry there are a variety of development trend parallel.It has shaped the new normal of the development of cold chain transportation,and also accompanied the rapid growth of cold chain product logistics transportation scale.However,because the development of fresh cold chain is too fast,the development of cold chain transportation also has some problems,especially in cold chain transportation services.The lack of professional training leads to the service quality of cold chain transportation industry at a medium level,and at the same time,with the continuous suggestions of customers.According to relevant survey data,most of the fresh food transportation in China is still in the normal temperature transportation mode,while the cold chain transportation share of fresh products in western countries is as high as 95%.In Western countries,the loss during cold chain transport is very low only 3% to 4%.However,the domestic cold chain process is not the whole process of low temperature,resulting in the loss of fresh fruit food in this process.At present,the researches of Chinese scholars on cold chain logistics mostly stay in the conceptual status,route optimization,performance evaluation and learning from western developed management theories,etc.,while there are few researches on the service quality evaluation of fresh cold chain logistics.Especially in cross-border,long-distance,multi-stop railway fresh cold chain logistics service quality evaluation research is particularly lacking.In this paper,the characteristics of fresh cold chain and railway freight are combined,and the perception-expectation method is used to study the Zheng-Europe freight train from the perspective of the served party.The main innovation point of this paper is to firstly conduct quantitative research on the quality evaluation of railway fresh cold chain logistics transportation service.Secondly,it selects the current popular and representative long-distance cross-border railway freight train(Zhengzhou)as the research object,conducts perceptual expectation questionnaire data survey on the served party,and processes the data with statistical software.Judge its advantages and disadvantages in the evaluation system,and give suggestions.The research content is mainly divided into six parts: the first part introduces the research content,background and significance of this paper.The second part introduces the research status at home and abroad.In the third part,the fresh cold chain,the service quality model,the theoretical basis of logistics service quality and the introduction of China-Europe freight train.In the fourth part,based on the third part,reading a lot of literature and referring to numerous current logistics service quality evaluation indexes,a preliminary system of fresh cold chain logistics service quality evaluation indexes was established based on the SERVQUAL model,and questionnaires were issued to collect data.At the same time,independent sample t test,reliability and validity test,KMO and Bartley test,maximum variance rotation method,reliability analysis,regression analysis and other tests were used to verify the scientificity and accuracy of the index system.The fifth part chooses the current hot railway transport--the China-Europe Express(Zhengzhou)as the research object.The perceived expectation data were collected by questionnaires issued to the enterprise personnel of the service provider,and statistical software SPSS26.0 was used for a series of processing of the data collected by questionnaires.In the sixth part,based on the analysis of the survey data of perceived expectations of the customers who have used the Zheng-Europe train,the improvement strategy is proposed according to the established fresh cold chain evaluation scale,and the prospect and limitations of the paper are put forward at last.