基于突变级数法的生鲜电商冷链物流服务质量评价研究

发布时间：2018-01-13 12:08

本文关键词：基于突变级数法的生鲜电商冷链物流服务质量评价研究　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的快速发展和互联网的迅速普及,电子商务在我国得到了空前的发展,生鲜电商是近几年该领域发展的一个重要方向。尽管面向的是居民高频次消费的刚性需求,市场前景极其广阔,但由于生鲜产品本身具有易腐烂变质、不易保存、地域性强等特性,生鲜电商面临着诸多挑战,首当其冲的便是冷链物流服务质量问题。目前,众生鲜电商在生鲜冷链物流方面的服务都还不尽如人意,因物流服务质量问题造成的顾客投诉或差评屡见不鲜,生鲜电商冷链物流服务质量问题已经成为制约生鲜电商企业可持续发展的关键因素。然而,当前学术界有关生鲜电商冷链物流服务质量评价的研究很少,行业内也尚未形成统一的服务评价标准。因此,如何对生鲜电商冷链物流服务质量进行合理评价,进而改善与提升其服务质量水平,极具研究价值。本文从服务接受方的角度出发,以顾客为导向对生鲜电商冷链物流服务质量展开研究,构建了基于改进突变级数法的生鲜电商冷链物流服务质量评价模型。首先,对生鲜电商冷链物流的运营模式、问题瓶颈和服务特点三个方面展开剖析。其次,结合消费者访谈结果,在对生鲜电商冷链物流服务质量影响因素深入分析的基础上,对SERVQUAL模型各维度进行适当地修改、增删和重新诠释,确定了可靠性、响应性、方便性、经济性和服务柔性5个评价新维度,并参考LSQ模型指标和相关标准,初步确定了各维度具体指标。在此基础上,利用问卷调查收集到的有效数据对初始指标进行检验与调整,得到了最终的生鲜电商冷链物流服务质量评价指标体系。随后,对生鲜电商冷链物流服务质量评价模型的构建要求和突变级数法的适用性及优势进行分析,并针对突变级数法各指标重要程度排序问题,运用离差最大化法和粗糙集理论分别对各指标的可变权重和属性权重进行计算,进而利用组合赋权实现各指标重要程度排序,构建了生鲜电商冷链物流服务质量评价改进突变级数模型。最后,用京东生鲜和顺丰优选的实例对本文构建的评价模型进行实证研究,对评价结果进行了具体分析,针对这两家生鲜电商当前重点存在的问题,分别从维度要素和指标要素两个层面提出了相应的改进建议。
[Abstract]:With China's rapid economic development and the rapid popularization of Internet, e-commerce has been an unprecedented development in our country, fresh electricity is an important direction of development in recent years in the field. Although the frequency of consumption of residents is a rigid demand, the market prospect is extremely broad, but due to the fresh products are perishable not bad, easy to preserve, strong regional characteristics, fresh electricity supplier is facing many challenges, the first is the cold chain logistics service quality problems. At present, all fresh electricity in the fresh cold chain logistics services are still not satisfactory, customer complaints caused by the problem of logistics service quality or poor It is often seen.. Fresh cold chain logistics service quality has become a key factor restricting the sustainable development of fresh business enterprise. However, the current academic circles about the fresh cold chain logistics service quality evaluation There is little research, the industry has not yet formed a unified standard of service evaluation. Therefore, how to evaluate the electricity supplier of fresh cold chain logistics service quality, and improve and enhance its service quality, great research value. In this paper, the receiving party from the perspective of service of customer oriented research on fresh cold chain logistics the quality of service, improve the service quality of the construction of fresh cold chain logistics evaluation model based on catastrophe progression method. First, the electricity supplier of fresh cold chain logistics operation mode, bottleneck and service characteristics of three aspects analysis. Secondly, combined with consumer interviews, in-depth analysis on the influencing factors of the fresh cold chain logistics the quality of service, to appropriately modify the dimensions of the SERVQUAL model, delete and re interpretation of the reliability, responsiveness, convenience, economy and flexible service 5 A new evaluation index and reference dimension, LSQ model and related standards, initially identified the specific indicators of each dimension. On this basis, the effective use of a questionnaire survey data collected to inspect and adjust the initial index, the evaluation index system of fresh cold chain logistics service quality finally. Then, on the construction of service quality evaluation the cold chain logistics of fresh electricity and the applicability of the model and the advantage of catastrophe progression method is analyzed, and according to the scheduling problem of each index series important degree of mutation, using the maximum deviation method and theory respectively for each index variable weights and attribute weights are calculated using rough set, and then realize the importance of each index combination weighting in order to construct the fresh cold chain logistics service quality evaluation improved catastrophe progression model. Finally, this paper on the construction of Jingdong and the fresh SF preferred The evaluation model is empirically researched, and the evaluation results are analyzed concretely. Aiming at the current key problems of the two fresh electric business providers, the corresponding improvement suggestions are put forward from two aspects of dimension elements and index elements.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F259.23

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