生鲜农产品冷链物流服务质量评价研究

发布时间：2018-03-26 09:01

本文选题：农产品　切入点：冷链物流　出处：《福建农林大学》2017年硕士论文

【摘要】：近年来,生鲜农产品电子商务迅速发展,由于生鲜农产品具有易腐易损的特点,产品需要在一定的温度下进行储存或运输才能保证其质量,生鲜农产品电子商务发展关键在于冷链物流,其亦是保证食品安全的重要节点。在竞争日益激烈的生鲜农产品电子商务市场中,冷链物流服务质量是提高消费者满意度和电商企业竞争能力的一个重要因素。因此,本文从电子商务环境中产品细分市场的角度出发,选择生鲜农产品这一细分市场作为研究对象,试图构建一套适合电子商务背景下生鲜农产品冷链物流服务质量的评价指标体系。本论文首先梳理了生鲜农产品冷链物流和电子商务背景下物流服务质量评价的国内外相关研究,主要借鉴SERVQUAL服务质量模型、LSQ物流服务质量模型以及其他学者的相关研究,并结合电子商务背景下生鲜农产品冷链物流发展的现状和特点,构建了初始的电子商务背景下生鲜农产品冷链物流服务质量评价指标体系。然后,根据初始的评价指标体系设计调查问卷,利用"问卷星"调研平台设置成网络问卷,选择在电子商务网站上购买过生鲜农产品的消费者作为问卷的发放对象,共收回380份有效问卷。其次,本文利用SPSS软件对收集的有效问卷数据进行统计分析、信度和效度分析、相关分析以及交叉分析,对初始的评价指标体系进行校验和调整,得到相对科学的电子商务背景下生鲜农产品冷链物流服务质量评价指标体系,即包括时间性、可靠性、信息性、灵活性、移情性5个维度和20个具体的指标。最后,本文选择A公司作为评价指标体系的应用研究对象,并基于问卷中顾客的"感知一期望"数据对A公司的冷链物流服务质量进行了评价分析,根据分析的结果提出了改善其冷链物流服务质量的对策与建议。因此,本研究完成了从理论指标体系的构建一校验一应用的研究过程。
[Abstract]:In recent years, the electronic commerce of fresh agricultural products has developed rapidly. Due to the perishable and vulnerable characteristics of fresh agricultural products, the products need to be stored or transported at a certain temperature to ensure their quality. The key to the e-commerce development of fresh agricultural products lies in the cold chain logistics, which is also an important node to ensure food safety. Cold chain logistics service quality is an important factor to improve consumer satisfaction and competitive ability of e-commerce enterprises. Select fresh agricultural products as the sub-market as the research object, This paper tries to construct a set of evaluation index system suitable for the cold chain logistics service quality of fresh agricultural products under the background of electronic commerce. This paper first combs the evaluation of cold chain logistics of fresh agricultural products and logistics service quality under the background of electronic commerce. Related research at home and abroad, This paper mainly draws lessons from SERVQUAL service quality model and other scholars' related research, and combines the current situation and characteristics of cold chain logistics development of fresh agricultural products under the background of electronic commerce. The evaluation index system of the cold chain logistics service quality of fresh agricultural products under the background of electronic commerce was constructed. Then, according to the initial evaluation index system, the questionnaire was designed, and the network questionnaire was set up by using the "questionnaire star" research platform. Consumers who have purchased fresh agricultural products on e-commerce websites are selected as the objects of the questionnaire, and 380 valid questionnaires are collected. Secondly, this paper makes statistical analysis, reliability and validity analysis on the valid questionnaire data collected by SPSS software. Correlation analysis and cross analysis, check and adjust the initial evaluation index system, get the relatively scientific evaluation index system of cold chain logistics service quality of fresh agricultural products under the background of electronic commerce, that is, including timeliness, reliability, etc. Information, flexibility, empathy, 5 dimensions and 20 specific indicators. Finally, this paper selected A company as the evaluation index system application research object, Based on the customer's "perceived expectation" data in the questionnaire, this paper evaluates and analyzes the service quality of cold chain logistics of company A, and puts forward some countermeasures and suggestions to improve the service quality of cold chain logistics based on the results of the analysis. This research has completed the research process of constructing a check-one application from the theoretical index system.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F326.6

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