Research On The Influence Of Logistics Service Quality Risk Of Fresh Produce Cold Chain On Quality Performance

During the cold chain circulation of fresh produce,the quality of logistics services provided by cold chain service providers deviates from the target,which leads to a series of problems such as deterioration of fresh produce,delay in delivery of fresh produce operating enterprises,negative social impact and so on,causing serious obstacles to the rapid development of fresh produce operating enterprises.At this stage,the service quality level of cold chain logistics providers is uneven,resulting in high logistics service quality risks for fresh produce cold chain.For fresh produce operating enterprises with high competitive pressure and high operating costs,it is particularly urgent to carry out logistics service quality risk management of fresh produce cold chain in order to improve the quality performance.Based on this,the following research work has been carried out:Firstly,this thesis defines the relevant concepts and divides the dimensions.According to the relevant theories and literatures,it puts forward research assumptions and constructs a conceptual model of fresh produce cold chain logistics service quality risk affecting quality performance with supply chain risk management strategy as the regulating variable.Secondly,through on-the-spot interviews,pre-investigation and formal investigation,the structural equation model is used to verify that the service quality risks of fresh produce cold chain logistics have significant negative impact on the quality performance.It is found that different types of fresh produce cold chain logistics service quality risks have different impact on the quality performance,and the key risk factors affecting the quality performance are determined.Thirdly,the multiple regression model is used to clarify the negative adjustment effect of supply chain risk management strategies such as risk avoidance strategy,risk sharing strategy and risk treatment strategy between different types of fresh produce cold chain logistics service quality risks and quality performance.The results show that the supply chain risk management strategy can effectively control the negative impact of risks on quality performance.Finally,a simulation system of service quality risk management strategy for fresh produce cold chain logistics based on system dynamics model and structural equation model is established to dynamically evolve the change trend of logistics service quality risk and quality performance.By adjusting the risk management strategy parameters to simulate single strategy and combination strategy,it is found that the implementation of risk avoidance strategy can effectively realize the logistics service quality risk management of fresh produce cold chain,and the balanced implementation of the combination scheme of various risk management strategies has significant effects on improving quality performance.Meanwhile,further suggestions on logistics service quality risk management strategy for fresh produce cold chain are put forward.This thesis takes the cold chain of fresh produce as the research object,starting from the perspective of fresh produce operating enterprises,discusses the mechanism of the impact of fresh produce cold chain logistics service quality risk on quality performance with supply chain risk management strategy as the adjustment variable,identifies the key risk factors that affect quality performance,and combines the system dynamics model with structural equation model to establish a simulation system of fresh produce cold chain logistics service quality risk management strategy,and the best combination strategy of risk management aiming at improving quality performance is obtained.This thesis enriches the research perspective of supply chain quality risk management from the perspective of supply chain logistics service quality risk,and provides decision-making reference and support for fresh enterprises to strengthen logistics service quality risk management of fresh produce cold chain and improve quality performance.