Research On Satisfaction Evaluation Of E-commerce Logistics Distribution Service Based On Customer Perception

In recent years,with the innovation and iteration of big data and mobile Internet,e-commerce has flourished,and e-commerce transaction volume has increased year by year.The rise and development of online shopping to promote the rapid development of e-commerce logistics.As the end link of e-commerce transactions and the links that are closely interacting with customers and contacting customers,e-commerce logistics distribution services are of great significance.However,at present,e-commerce logistics distribution capabilities are not enough to meet customers’ high-quality distribution needs,and there are many problems with e-commerce logistics distribution services.These issues not only seriously affect the actual perception of customers in online shopping,but also affect the customer’s satisfaction with logistics service companies,and become one of the key factors restricting the development of e-commerce companies and logistics companies.Therefore,how to improve the actual perception of customers’ quality of logistics and distribution services and improve customer satisfaction has become a problem that logistics service providers need to solve.At the same time,scholars at home and abroad have begun to re-examine the problems of logistics and distribution services in the e-commerce environment,that is,the connotation and definition of logistics distribution services.At the same time,scholars at home and abroad have begun to re-examine the problems of logistics and distribution services in the e-commerce environment,that is,the connotation and definition of logistics distribution services.At present,most scholars stand on the perspective of the end customer to study the quality of logistics distribution services,but ignore the satisfaction of the commissioner of the logistics distribution,is the front-end seller in the e-commerce.The front-end seller of the logistics distribution also has its own requirements for logistics distribution services.Therefore,this article incorporates the forefront sellers into the category of "customers",together with the end consumers to form a customer concept under a broad perspective,and conduct logistics and distribution service satisfaction evaluation based on the customer perception angle.Because this article conducts the evaluation of logistics distribution service satisfaction from the perspective of dual customers,it is necessary to build a model satisfaction evaluation model that meets the requirements.The study starts from the current situation of e-commerce logistics and express logistics;Based on the SERVQUAL model and LSQ model;Combining service contact theory and existing research results;With the online review data as a reference,a set of end-customer logistics and distribution service satisfaction evaluation index system and a front-end customer satisfaction evaluation index system were constructed.The indicators are purified by using the SPSS to test the validity test and factor analysis of the indicators.Eventually,the evaluation index system for the 19 indicators of the five dimensions of the end customers and the index system for 18 specific indicators for the front-end customers.Adopt the verification factor analysis of the structural equation model and path analysis,the main component analysis method to explore the influence relationship and impact coefficient between the dimensions and the indicators,and finally obtain the weight of each dimension and the weight of each specific indicator.Adopt the SERVPERF model for empirical research on Enterprise C,and then use the mutant number method to conduct the logistics distribution service satisfaction evaluation of the double customer perspective of enterprise C again.The results show that the two evaluation methods have strong results consistency.Through comparative analysis of satisfaction results and analysis of the four-point diagram model,it is found that there are certain problems in the quality of logistics and distribution services of Enterprise C.The end customers and the front customers expressed obvious dissatisfaction in the aspects of service personnel contact dimension,service flexibility dimension and economic dimension respectively.The paper put forward targeted improvement strategies and suggestions for these issues.