Fresh E-commerce Cold Chain Logistics Service Quality Evaluation Based On Catastrophe Progression Method

With the rapid development of China’s economy and the rapid popularization of Internet,e-commerce has gained unprecedented development in our country,and fresh e-commerce has been an important development direction of the e-commerce field in recent years.Although it is geared to the needs of the residents just need high frequency of consumption and the market prospect is extremely broad,the fresh product itself easy corrosion deterioration,not easy to save,and strong regional characteristics,and fresh electricity is facing many challenges.The most important is the cold chain logistics service quality problem.At present,many fresh e-commerce companies are still not satisfactory in fresh cold chain logistics services.Many customers complain or give bad feedback due to the quality of logistics services.Therefore,the problem of the fresh cold chain logistics services quality has become a key factor restricting the sustainable development of fresh e-commerce companies.At present,there are few studies on the evaluation of fresh e-commerce cold chain logistics service quality,and the industry has not yet formed a unified service evaluation criteria.Therefore,it is very valuable to study how to make a reasonable evaluation of fresh e-commerce cold chain logistics service quality and how to improve or enhance the level of its service quality.This paper studies the evaluation of fresh e-commerce cold chain logistics service quality from the perspective of the service receiver,and constructs an evaluation model of fresh e-commerce cold chain logistics service quality based on the improved catastrophe progression method.First of all,this paper analyzes operation mode,bottleneck problem and service features of fresh e-commerce cold chain logistics.Secondly,based on the detailed analysis of factors influencing the quality service of fresh e-commerce cold chain logistics and combined with the results of consumer interviews,this paper determines five new dimensions of evaluation that is reliability,responsiveness,convenience,economy and service flexibility through to make various dimensions of the SERVQUAL model appropriately modify,add or delete and reinterpretation.Then,this paper preliminarily determines the various dimensions of specific index by reference to the LSQ model index and related standards.On this basis,this paper obtains the final evaluation index system of fresh e-commerce cold chain logistics by using questionnaire survey collected data to the initial inspection and adjustment.Third,this paper analyzes the evaluation model construction requirements of fresh e-commerce cold chain logistics service quality as well as the applicability and advantages of catastrophe progression method.In order to solve the scheduling problem of each index’s importance in the process of catastrophe progression calculation,this article put forward that the variable weight and attribute weight of each index could be calculated respectively by the maximizing deviations method and rough set theory to achieve the objective sort of indicators using the combination of weight.Thus the evaluation model of fresh e-commerce cold chain logistics service quality is constructed based on the improved mutation progression method.Finally,the evaluation model constructed in this paper is applied to the empirical study of JD.COM-Fresh and SF-You-Xuan.This paper puts forward the corresponding improvement suggestions from dimension elements and indicator elements respectively aiming at the problems existing in this stage for the two fresh e-commerce companies.