Research On Service Quality Evaluation Of Return Logistics On E-commerce Platform

With the rapid development of science and technology today,online shopping has almost become an essential shopping choice for most people.In the process of continuously improving service quality in order to compete for users,major e-commerce platforms have paid more and more attention to the importance of return logistics service,and regard the quality of return logistics service as an important way to enhance the competitiveness of enterprises.Therefore,it is necessary to establish a scientific and reasonable evaluation index system of return logistics service quality,and to improve the service quality of return logistics in a targeted manner.On the one hand,it can find out the defects of the return service,so as to provide a certain reference for the improvement of the return logistics service,on the other hand,it can also improve the customer’s satisfaction and enhance its market competitiveness.Based on the analysis of relevant domestic and foreign literature,this paper firstly introduces the related concepts and theories,service quality evaluation model and cloud model evaluation method of return logistics service quality,and then establish the evaluation index system of the return logistics service quality of the e-commerce platform on this basis;secondly,build a cloud model-based evaluation model of the return logistics service quality of the e-commerce platform,and use the entropy weight method in the process of setting the weight of the evaluation index to obtain a relatively objective Through the analysis and calculation of the digital characteristics of the cloud and the qualitative and quantitative dynamic relationship between them,the evaluation level of the return logistics service quality of the e-commerce platform is comprehensively obtained;finally,Vipshop is selected as the sample platform,through the design survey Questionnaires are used to obtain data and conduct tests to conduct empirical research,and obtain the general evaluation results of the return logistics service quality of the Vipshop platform.Five aspects put forward targeted improvement strategies and suggestions in order to improve customer satisfaction,improve the quality of logistics services,and optimize the industrial structure.In summary,based on theoretical and empirical research,this paper combines the entropy weight method with the cloud model to evaluate the return logistics service quality of the e-commerce platform,and solves the problems of randomness and ambiguity in the evaluation process.The analysis demonstrates the accuracy and rationality of the cloud model.Provide important theoretical and applied value for e-commerce platforms to improve the quality of return logistics services and improve the competitiveness of enterprises.