Research On The Quality Of Hema Fresh's Terminal Delivery Service Based On Consumer Satisfactio

Under the background of the vigorous development of fresh e-commerce,the network channel has become a new channel for residents to buy fresh products.However,as the key link of the whole chain of commercial activities of fresh ecommerce,many problems have been exposed in the fresh end-logistics,which makes consumers put forward more requirements on the quality of their logistics service.The end-logistics service is the closest consumption experience between consumers and fresh E-commerce enterprises.It will greatly affect consumers’ satisfaction with the shopping process and enterprises,so it is necessary to study logistics service quality from the perspective of consumer satisfaction.As a new retail platform of fresh Ecommerce,Freshippo has become a landmark enterprise of fresh E-commerce.Its brand concept of "delicious life" has attracted wide attention from consumers.Therefore,this paper takes Freshippo as the research platform Consequently,this paper utilizes Freshippo as its research platform and proposes fresh demands on the end logistics service excellence of fresh E-commerce from the viewpoint of customers.Based on the perspective of consumer satisfaction,this study constructed a service quality evaluation system and evaluated the service level of end-logistics of Freshippo,a typical representative of fresh E-commerce enterprise.Based on SERVQUAL model and LSQ model,this paper established Freshippo ’s end-logistics service quality evaluation system with four dimensions,including reliability,professionalism,responsiveness and empathy,and introduced customer trust and perceived risk as intermediary variables.The logical relationship among service quality,customer trust,perceived risk and customer satisfaction of end-logistics was constructed.Relevant data were obtained through questionnaire survey,SPSS25.0software and Amos26.0 software were used for empirical analysis of the questionnaire data,and the scientific nature of the mediating variables and the constructed model and hypothesis were verified.The empirical research results show that the reliability,professionalism and empathy of the service quality of end-logistics distribution have a positive impact on customer trust,its four dimensions have a negative impact on perceived risk,and its reliability,responsiveness and empathy have a positive impact on consumer satisfaction.Some dimensions between service quality of end-logistics and consumer satisfaction can be affected through the mediating effect of customer trust and perceived risk.This paper holds that,to enhance Freshippo’s end-logistics service quality,it must optimize its end-logistics service capability in multiple ways,as evidenced by the empirical research results.By establishing intelligent distribution system to provide reliable distribution service;Standardized distribution process to further consolidate the professional image;Optimize operation process to further improve order responsiveness;Consider consumer needs to provide a variety of services.