The Research On Service Quality Of New Retail Fresh E-commerce

Fresh foods have always been a vital life product with high-frequency and high demand for Chinese residents.People prefer to go to supermarket and market to purchase fresh foods because of those characteristics such as highly perishable,rotten,difficult to transport and preserve,which also constraint the development of fresh e-commerce.The new retail business model,which advocates the online + offline + Internet technology model,solving the problem of on-site experience of traditional fresh e-commerce,could be an important trend in this field.However,as a new business model,its service quality has been the constraint of,the user stickiness and higher repurchase rate,of fresh e-commerce enterprises in the new retail environment.This paper,under the perspective of enterprises,customer-oriented,comprehensive use of service quality theory and qualitative and quantitative research methods,establishes the evaluation model of fresh e-commerce service quality in the new retail environment,takes the well-known enterprises in that sector as an example to analyze,and provides the corresponding countermeasures to improve the service quality.Firstly,establishes the evaluation index system via the literature review and expe rt interview,and determines five evaluation indexes,like product,cold chain distribution,technical platform,service flexibility and life convenience.Secondly,using the statistical analysis method such as fuzzy comprehensive evaluation method to analyze HM company,it is found that the score of two indexes of product quality and life convenience of HM company is lower.Conducting a consumer interview for the catering area,it is revealed that the unreasonable layout of the dining area is the main factor affecting the service quality of catering are.With the data of index analysis and the results of costumers interviews,this paper scientifically provides the improvement strategy.This paper,with the study and analysis of HM company,provides somehow important meanings to the fresh e-commerce enterprises in new retail environment.