生鲜农产品电子商务中物流服务质量研究

Research on Logistics Service Quality of Fresh Agricultural Products in E-commerce

以京东商城生鲜消费者评论信息为数据样本,运用ICTCLAS分词系统获取有关物流服务质量的关键词,结合SERVQUAL量表和LSQ模型构建生鲜农产品物流服务质量评价指标体系,运用内容分析方法进行编码分析。基于回归分析和四分图模型探究物流服务质量影响消费者满意度的关键因素,提出对生鲜农产品物流服务质量改进意见。研究发现,快递员服务态度、快递员作业规范性、货品完好度、包装质量、物流速度和物流冷链设备保护度这6个指标显著影响消费者整体满意度;自营和第三方的消费者对物流速度表现出非常高的重视性和满意度,也因此快递员服务态度、快递员作业规范性、货品完好度、包装质量和物流冷链设备保护度这5个指标,相比较而言呈现出低重要性和低满意度。

Taking consumer commentary information about fresh products in Jingdong Mall as the data sample,using ICTCLAS word segmentation system to obtain keywords related to logistics service quality,combined with SERVQUAL scale and LSQ model to construct fresh agricultural product logistics service quality evaluation index system,using content analysis method to encode analysis and based on the regression analysis and the quadrant model to explore the key factors affecting the satisfaction of logistics service quality,the paper puts forward some suggestions on the improvement of logistics service quality of fresh agricultural products.It is found that the six indicators of couriers’service attitude,the standardization of couriers’performance,the integrity of the goods,packaging quality,logistics speed and the protection of logistics cold chain equipment significantly affect the overall satisfaction of consumers;the consumers of self-operated and third-party attach great importance and satisfaction to the logistics speed,therefore,the five indicators of couriers’service attitude,the standardization of couriers’performance,the integrity of the goods,packaging quality,and the protection of logistics cold chain equipment,in comparison,show low importance and low satisfaction.