Innovative Approaches to Assessing Cold Chain Logistics in B2C E-Commerce Environments

Jie Sun and Noorliza Binti Karia ()
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Jie Sun: Universiti Sains Malaysia
Noorliza Binti Karia: Universiti Sains Malaysia

Journal of the Knowledge Economy, 2024, vol. 15, issue 3, No 170, 14670-14699

Abstract: Abstract The rapid growth of the Chinese fresh e-commerce market in recent years has driven a significant increase in market revenue. However, the escalating prevalence of customer complaints and negative reviews attributed to logistics service quality issues has raised critical concerns. The quality of logistics services is a pivotal element within e-commerce transactions and holds immense importance for the development of enterprises. This study integrates a literature review and empirical research to delve into the logistics service quality of fresh e-commerce suppliers. It commences with synthesizing pertinent literature and concepts associated with the quality of new e-commerce logistics services, underpinned by a comprehensive review of cold chain logistics and logistics service quality theories. Building upon this foundation, a preliminary evaluation index system is formulated, encompassing dimensions like professionalism, reliability, immediacy, convenience, and security. A survey involving 552 consumers of cold chain fresh products is conducted through the employment of questionnaire methodology and SPSS technology. The survey results are subsequently utilized to evaluate, analyze, and optimize 45 specific indicators, thus enhancing the precision and effectiveness of the evaluation process. This research not only contributes to the theoretical understanding of fresh e-commerce logistics service quality but also provides a valuable empirical framework to enhance the logistics services in the fresh e-commerce sector. The study’s findings and recommendations aim to promote greater industry competence and customer satisfaction, thus fostering the sustained growth of the fresh e-commerce market in China.

Keywords: Online grocery shopping; Refrigerated supply chain; Quality assurance in logistics; Customer experience; Performance evaluation metrics (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s13132-023-01669-z

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