Research And Application Of B2C E-commerce Logistics Service Quality Evaluation

In recent years,the development of the Internet has made great changes in information dissemination and social life,which promote the development of China's e-commerce market.Many companies actively and quickly establish their own B2 C e-commerce platform,so the competition is increasingly fierce.As one of the most important links in e-commerce transactions,the quality of logistics service will have a great impact on the overall consumer experience of e-commerce.Therefore,B2 C e-commerce enterprises should improve the quality of logistics services and enhance customer satisfaction,so as to improve the competitiveness of enterprises.However,at present,the evaluation of B2 C e-commerce logistics service quality in our country still stay in the qualitative analysis,lack of quantitative method as support.Therefore,this paper establishes a set of evaluation model suitable for China's B2 C e-commerce logistics service quality,the purpose is positioning the logistics service of B2 C business enterprise and improving the existing problems of logistics service quality,in order to meet the needs of customers,build customer loyalty and improve the economic efficiency of enterprises.This paper is based on summarizing previous studies on service quality,logistics service quality and B2 C e-commerce logistics and other related documents,from the perspective of customer's expectations-perception,under the framework of SERVQUAL model and LSQ model,according to the unique attributes of B2Ce-commerce logistics services,the integration of the selected factors,put forward the initial evaluation system composed of the 6 dimensions of reliability,timeliness,convenience,empathy,information and economic indicators,and design the corresponding questionnaire.The collected data are analyzed by SPSS19.0 software,including descriptive statistical analysis,reliability and validity test and so on,thus the initial model is verified and adjusted,and then through regression analysis,give the coefficient of each dimension and index.Finally,the evaluation model is applied to specific business enterprise-suning.com.Through investigate its customer and analyze the collected data,in order to find the problems which is most needed to improve in logistics service quality of suning.com,and put forward the corresponding management advice and suggestions.