Study On Service Quality Evaluation Of B2C Cross-border E-commerce Import Logistics

With the development of economic globalization and the rapid development of digital technology,the scale of cross-border e-commerce industry is gradually expanding.Logistics links merchants and consumers,which greatly affects consumers’ post-consumption experience on e-commerce platforms.Improving logistics service quality can improve consumer satisfaction,influence platform reputation,and improve platform user stickiness,which is a magic weapon to enhance the core competitiveness of enterprises.This paper studies the service quality evaluation of B2 C cross-border e-commerce import logistics,with the purpose of finding a reasonable way to measure the evaluation of consumers,helping e-commerce platforms find out the weaknesses of logistics services.The main research content of this paper includes three parts: First,on the basis of learning the theoretical knowledge of service quality evaluation and logistics service quality,and combining the characteristics of B2 C cross-border e-commerce import logistics with SERVQUAL model,an evaluation index system including effectiveness,responsiveness,reliability,security and economy is established,with 30 indicators.By verifying and analyzing the data and adjusting the evaluation index system,an evaluation system including effectiveness,reliability,security and economy was finally formed.Secondly,in order to scientifically and reasonably evaluate the service quality of cross-border e-commerce logistics,an improved SERVQUAL model based on the combination of AHP and entropy method is constructed,and the obstacle degree model is used to further compare the obstacle degree of each index,so as to find out the key factors affecting the service quality and provide reference for enterprises to develop reasonable and efficient optimization strategies.Finally,the evaluation method model is applied to Jingdong International for an empirical study.By sending questionnaires to Jingdong International logistics service quality,and according to the evaluation results of logistics service quality,the weaknesses of Jingdong International logistics service quality are found out from the dimension and index level,and corresponding suggestions on service quality improvement are put forward for these problems.To sum up,the service quality evaluation system and evaluation method model constructed in this paper are highly targeted and universally applicable to B2 C cross-border e-commerce import logistics,and have certain reference value for cross-border e-commerce enterprises to improve the quality of logistics service.