Construction Of Reverse Logistics Service Quality Evaluation System In B2C E-Ecommerce

With the development of science and technology,the popularity of online shopping makes B2 C e-commerce become the core mode of e-commerce development pattern.Because of the non-experience of online shopping,returned purchase is inevitable,which makes the B2 C enterprises gradually realize the importance of the return reverse logistics service quality and take return logistics service quality as an important way for enterprise competitiveness.So constructing B2 C reverse logistics service quality evaluation system,on the one hand,can be used to evaluate the reverse logistics service quality of B2 C enterprises,and find out the weak links in reverse service,which provides a reference for the improvement of reverse logistics service quality.On the other hand,it can also improve the user experience and satisfaction of customers and enhance the competitiveness of the B2 C e-commerce enterprises.This paper takes Tmall supermarket as the research object.First of all,it expounds the theory of service quality,logistics service quality and B2 C e-commerce reverse logistics service quality and summarize the dimensions and indicators of logistics service quality.On this basis,combined with the process and characteristics of reverse logistics service of Tmall supermarket,we extract the initial index system of B2 C reverse logistics service quality evaluation.After that,the data were collected by the preliminary test questionnaire and exploratory factor analysis was carried out by using SPSS21.0 software and then the evaluation system with 5 dimensions and 21 indicators was formed.Secondly,according to the index system and using AMOS20.0 software to construct the structural equation model and weight factors of load was obtained by fitting the index in each dimension,and then put forward the Tmall supermarket reverse logistics service quality evaluation model.The evaluation system has important practical significance for B2 C e-commerce enterprises choosing appropriate logistics enterprises.What's more,standard management of service quality canalso help the logistics enterprises grasp the needs of market development.At the end of this paper,the SERVPERF service quality evaluation method was used to evaluate the Tmall supermarket reverse logistics service quality,helping them find out the weak links in reverse service.Based on the analysis of the evaluation results,the paper puts forward some suggestions to improve the quality of Tmall supermarket reverse logistics service from five dimensions: the quality of return processing,the quality of information,the quality of communication,the quality of empathy and convenience.