The Service Quality Analysis of China’s New integrated Online and Offline Fresh Retail business

Yanru Chen (), Yan Li (), Youjia Cui () and Yutong Wu ()
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Yanru Chen: International College Beijing, China Agricultural University
Yan Li: International College Beijing, China Agricultural University
Youjia Cui: International College Beijing, China Agricultural University
Yutong Wu: International College Beijing, China Agricultural University

A chapter in Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025), 2025, pp 1044-1057 from Springer

Abstract: Abstract Based on the SERVQUAL model, this study evaluates the service quality of China’s new integrated online and offline fresh retail business. A questionnaire survey was conducted targeting customers with experience using Alibaba Freshippo’s services, measuring service quality across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The results reveal that all variables in the measurement model significantly affect perceived service quality and overall user satisfaction. Notably, empathy received the highest satisfaction scores, suggesting that consumers feel well-understood and valued in their interactions with the brand. In contrast, responsiveness scored the lowest, indicating consumer concerns about service personnel’s attentiveness and timeliness. These findings provide clear guidance for improvement, particularly in enhancing responsiveness and assurance to better meet consumer expectations. In addition to applying the SERVQUAL model to the O2O fresh retail context, this study incorporates an AHP-based weighting method and refines the empathy dimension to better capture consumer demand for personalized services, thereby offering a more nuanced and actionable framework for service quality enhancement.

Keywords: service quality; online and offline; fresh retail (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-835-6_112

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