疫情常态化下生鲜电商物流服务质量提升研究

Research on the Logistics Service Quality Improvement of Fresh Food E-Commerce under the Normalization of the COVID-19 Epidemic

受到疫情常态化的持续影响,生鲜电商已快速成为人们日常生活不可缺少的重要商业模式。物流服务质量的好坏直接关系到客户的交易体验,成为影响顾客对生鲜电商的消费评价和后期选择的重要依据。本文以兼顾顾客期望与顾客感知的SERVQUAL模型为基础框架,根据生鲜电商物流服务的特性和疫情防护的需求进行指标优化,确定了专业性、可靠性、响应性、便利性和安全性五个维度作为生鲜电商物流服务质量的主要测评指标,并采集生鲜电商企业物流服务相关数据展开具体测评,结果证实生鲜电商物流服务质量有待提高,并进一步提出疫情常态化下生鲜电商物流服务质量的提升策略,以期为生鲜电商物流服务质量的评价及优化起到一定的借鉴作用。

Under the continuous impact of the normalization of COVID-19 epidemic, fresh food e-commerce has quickly become an indispensable business model in people’s daily life. The quality of logistics service is directly related to the trading experience of customers, and it has become an important basis for customers to evaluate their consumption and make their later selection through fresh food e-commerce. This article takes the SERVQUAL model that considers both the customers’ expectation and customers’ perception as the basic framework and optimizes the indexes according to the characteristics of fresh food e-commerce logistics service and the requirements of epidemic prevention, then it determines the five dimensions of specialization, reliability, responsiveness, convenience and security as the main evaluation indexes for the logistics service quality of fresh food e-commerce.It also collects relevant data of the logistics service of fresh food e-commerce enterprise to carry out a specific evaluation. The results confirm that the logistics service quality of fresh food e-commerce needs to be improved. This paper further puts forward the strategies to improve the logistics service quality of fresh food e-commerce under the normalization of COVID-19 epidemic, expecting to play a role in evaluating and optimizing the logistics service quality of fresh food e-commerce.