基于Kano模型的鲜活农产品冷链物流服务质量分析

Analysis of Cold Chain Logistics Service Quality of Fresh Agricultural Products Based on Kano Model

中国鲜活农产品消费不断升级,冷链物流服务需求呈现爆发式增长,但冷链物流服务仍存在着客户满意度低、体验感差等问题,为此对鲜活农产品冷链物流服务质量进行研究,运用SEVRQUAL模型和LSQ模型构建鲜活农产品冷链物流服务质量评价指标体系,通过实证研究,基于Kano模型和Better-Worse系数分布图,分析鲜活农产品冷链物流服务质量要素类型,获取影响鲜活农产品冷链物流服务质量的关键因素,并提出针对性建议,对全面推进乡村振兴有重要意义。

The consumption of fresh agricultural products in China continues to upgrade,and the demand for cold chain logistics services shows an explosive growth.However,cold chain logistics services still have problems such as low customer satisfaction and poor experience.The cold chain logistics service quality of fresh agricultural products is studied,and the evaluation index system of cold chain logistics service quality of fresh agricultural products is established by SEVRQUAL model and LSQ model.Through empirical research,based on the Kano model and the Better-Worse coefficient distribution diagram,the cold chain logistics service quality elements of fresh agricultural products are analyzed,and the key factors affecting the cold chain logistics service quality of fresh agricultural products are obtained.Finally,specific suggestions are put forward,which is of great significance to comprehensively promote rural revitalization.