Community Fresh Produce E-commerce Cold Chain From The Perspective Of Consumers Logistics Service Quality Evaluation Study

With the rapid development of e-commerce in China,fresh food e-commerce has become a new windfall.It is a very potential segment in the e-commerce market.However,in the traditional mode,fresh produce e-commerce cannot meet the demand of consumers for instant purchase and offline experience.At the same time,as fresh products are perishable and seasonal,it is difficult to ensure the freshness of fresh products by traditional express delivery over long distances.To solve this problem,community fresh produce e-commerce was born.In addition to meeting consumers’ offline experience needs,the end distribution distance is close and less time-consuming,and the cold chain method of ice bags and thermal boxes can be used to preserve fresh products at low temperatures,saving costs and best meeting consumers’ needs for fresh products freshness and immediate enjoyment.To promote the long-term development of community fresh food ecommerce,this study takes the development status of community fresh food e-commerce as the background and constructs an evaluation index system of community fresh food ecommerce cold chain logistics service from the perspective of consumers.Based on the SERVQUAL model and the Logistics Service Quality(LSQ)model,this thesis compares relevant literature and selects seven dimensions of reliability,timeliness,professionalism,economy,safety,service flexibility and greenness by combining the characteristics of community fresh e-commerce cold chain logistics,cold chain logistics industry guidelines and online reviews,and thirty-one indicators to initially construct a community fresh e-commercecold chain logistics service quality evaluation index system.The first questionnaire collected four hundred and fourteen valid questionnaires,and SPSS24.0 was used to analyze the sample data,according to the analysis results,indicators that did not meet the criteria were removed,and finally,a community fresh e-commerce cold chain logistics service quality evaluation index system containing seven dimensions and twentyseven indicators was constructed.Through the second questionnaire,which collected four hundred and twenty-six valid questionnaires,AMOS24.0 software was used to analyze the sample data of the collected four hundred and twenty-six questionnaires.According to the score of consumer perception-expectation,the cold chain logistics service quality of Meituanmaicai was evaluated.Finally,the empirical evaluation of Meituanmaicai’s cold chain logistics service quality shows that it has not fully reached the level of consumer Specifically,timeliness,professionalism,greenness safety do not reach and the level of consumer reliability,satisfaction,while satisfaction.economy,and desired level.Based on the evaluation results,this thesis puts forward relevant suggestions for Meituanmaicai’s grocery shopping in relation to the actual situation,with a more detailed evaluation analysis of timeliness,professionalism,and greenness.An evaluation index system of community fresh food ecommerce cold chain logistics service quality is constructed,and the dimensions that consumers attach more importance to when evaluating community fresh e-commerce cold chain logistics service quality are clarified,with service flexibility having the highest importance and safety having the lowest.Additionally,the index system proposed in this study is applicable to the evaluation of community fresh e-commerce cold chain logistics service quality.Finally,this study can effectively help Meituanmaicai to find the weak links in its own cold chain logistics services and make targeted improvements.