Research On Rural Logistics Service Quality Evaluation Based On EW-FCE

With the reform of the rural supply side structure,the supply and demand relationship of China's agricultural product market has gradually changed.The contradiction of agricultural development has shifted from production contradiction to circulation contradiction.Therefore,it is urgent to improve the quality and efficiency of agricultural product supply and develop rural logistics.In recent years,the state's policy support for the "three rural" problem has been continuously increased,rural logistics favorable policies have been promulgated continuously,logistics technology has been continuously improved,and rural logistics has gradually been transformed and upgraded.Rural logistics enterprises need to actively participate in rural logistics construction under the favorable policy environment,make full use of the advantages of new technologies,expand their service functions,and improve the quality of rural logistics services.However,despite the continuous expansion of the rural logistics market,compared with urban logistics,rural logistics still has a series of problems such as imperfect infrastructure construction,high operating costs,low cold chain efficiency,and unbalanced profits,which leads to many challenges for rural logistics.The quality of logistics service has become a key factor restricting the development of rural logistics.At present,there is little research on the quality evaluation of rural logistics services in the academic circles,and there is no uniform service evaluation standard in the industry.Therefore,how to properly evaluate the quality of rural logistics services and improve their service quality is a problem worth studying.From the perspective of service recipients,this paper studies the quality evaluation of rural logistics service based on customer orientation,and constructs a rural logistics service quality evaluation model based on EW-FCE(Entropy Weight-Fuzzy Comprehensive Evaluation,EW-FCE).Firstly,the dimension framework of the SERVQUAL model and the LSQ model.The initial evaluation index system with five new dimensions and 23 indicators including tangibility,reliability,timeliness,economy and policy and quarantine inspection was determined,combing and summarizing relevant research by recent scholars,excluding the indicators that are ineffective in evaluating the quality of rural logistics services.Then,the corresponding questionnaires were designed,and the valid data collected by the questionnaire was analyzed by SPSS 22.0 software.The initial indicators were tested and adjusted according to the analysis results,and the final five evaluation dimensions and 18 evaluation indicators were obtained.Rural logistics service quality evaluation index system.Then,based on the analysis of the applicability of EW-FCE method,the entropy weight method is used to empower the rural logistics service quality evaluation index,and the membership degree matrix is established and combined with the weighted average type fuzzy comprehensive evaluation model to calculate the rural logistics service quality.Finally,the representative traditional rural logistics-rural postal logistics is selected as a case.Based on the data reliability and validity test,the evaluation model constructed in this paper is empirically studied,and corresponding improvement suggestions are proposed based on the analysis results.