Empirical Research of Cold-Chain Logistics Service Quality in Fresh Product E-Commerce

Logistics service quality (LSQ) plays a vital role in providing excellent customer experience, particularly in e-commerce. Using mobile devices for food and fresh product orders is very common, but delivering these products is very challenging. In this study, we aim to evaluate the factors influencing logistics service quality (LSQ) in the context of fresh product e-commerce. The relevant literature was reviewed and a preliminary survey among field experts was conducted to establish the proposed LSQ scale. A qualitative study was carried out on fresh product e-commerce customers. A survey involving 222 participants was analyzed, and an LSQ evaluation scale was formed and evaluated scientifically and empirically. Research results showed that reliability, convenience, freshness, and personnel contact quality are the four key dimensions of the LSQ scale in the e-commerce platform for fresh and perishable items. The results of the study can help the managers of e-commerce companies to understand the LSQ criteria that determine customer satisfaction and consequently make the appropriate LSQ improvements.