新零售企业生鲜商品配送服务满意度评价研究

Research on satisfaction evaluation of fresh goodsdistribution service of new retail enterprises[Abstract]With the development of social economy and the improvement of livingstandard,the demand characteristics of food have changed from "quantity"to"quality".Food logistics has become a hot spot of public life,especially the demandfor fresh food distribution is growing.Under this background,whether the new retailenterprises can do well in the logistics and distribution service of fresh goods willdetermine whether they can achieve good customer satisfaction,so as to gain marketadvantage.In this paper,the evaluation criteria and their weights that are in line withthe actual situation are provided to understand consumers'satisfaction with the newretail fresh goods distribution service at this stage,which will provide a suitabletheoretical basis and reference for the new retail enterprises to improve their freshgoods distribution service.This paper builds a three-level index model for the satisfaction evaluation ofdelivery service of fresh birth products by integrating multiple relevant references andrelevant industry standards,and takes 10 factors in the third level as the evaluationindex.Through the form of questionnaire,the respondents rank the importance of theabove 10 evaluation indicators from large to small according to their personalunderstanding or feelings.Through the calculation of factor weight ranking estimationmethod,the weights of 10 evaluation indexes are obtained,and the fresh goodsdistribution services of HEMA fresh and JD fresh are evaluated and analyzed.By calculating the data from the respondents,it was found that the integrityof fresh food itself was the most important evaluation index,with a weight of about13%,followed by the timeliness of distribution,professionalism of service andintegrity of fresh food packaging,while the evaluation index of employee image wasnot paid much attention,with a weight of 4%.Through the comprehensive calculationof weight and average score,the satisfaction score of HEMA fresh is 3.7994,and that