Study On Service Quality Evaluation Of Fresh Agricultural Products Cold Chain Logistic

In recent years,the rapid development of fresh agricultural products e-commerce,the characteristics of fresh agricultural products are perishable and fragile,products need to be stored or transported in order to ensure its quality at a certain temperature,cold chain logistics is a necessary basis for the development of electronic commerce of fresh agricultural products,is an important node to ensure food safety.In the increasingly competitive market of fresh agricultural products,the service quality of cold chain logistics is an important factor to improve the customer satisfaction and the competitiveness of the food industry.Therefore,this article from the product in the electronic commerce market segmentation perspective,selection of fresh agricultural products in this market segment as the research object,tries to construct a set of suitable for fresh agricultural products under the background of e-commerce Ding cold chain logistics service quality evaluation index system.This paper first introduces the related research on logistics service quality of fresh agricultural products cold chain logistics and e-commerce background at home and abroad,mainly from the research of SERVQUAL service quality model,the LSQ model of logistics service quality as well as other scholars,combined with the status quo and characteristics of fresh agricultural products cold chain logistics development under the background of electronic commerce.The construction of electronic commerce under the background of the initial fresh agricultural products cold chain logistics service quality evaluation index system.Then,according to the questionnaire design of the evaluation index system of the initial investigation,set the network questionnaire by questionnaire stars research platform,choose purchase fresh agricultural products in the electronic commerce website is the consumer of the issuance of the questionnaire,a total of 380 copies of valid questionnaires.Secondly,the effective questionnaire collected data for statistical analysis,reliability and validity analysis,correlation analysis and cross analysis using SPSS software,the initial evaluation index system to check and adjust,get the relative scientific background of electronic commerce under the fresh agricultural products cold chain logistics service quality evaluation index system,including time and reliability information,flexibility,empathy 5 dimensions and 20 specific indicators.Finally,this paper chooses A company as object of Application Research on the evaluation index system,and based on the questionnaire of customers "perceived expectation" data on A's cold chain logistics service quality was evaluated and analyzed,according to the results of the analysis put forward countermeasures and suggestions to improve the cold chain logistics service quality.Therefore,this research has completed the research process of the construction of the theoretical index system.