基于粗糙集的电商物流服务质量评价应用研究——以生鲜电商为例
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摘要
新零售驱动下,物流与电商发展融合得愈发紧密,提高物流服务质量水平成为各电商竞争制胜的关键。目前,由物流服务质量引发的顾客不满问题屡见不鲜,构建电商物流服务质量评价体系,准确评价物流服务质量水平,对推动电商优质高速发展至关重要,而评价指标的确定与评价方法的选取是物流服务质量评价的前提。新零售电商更加注重实现以人为本的消费理念,可以通过增加产品质量和增值服务两项指标,进一步完善现有电商物流服务质量评价体系,更好地体现电商物流服务水平及其满足消费者需要的能力,应用粗糙集方法进行等价类划分、属性值约简和属性重要性确定,得到物流服务质量评价指标权重,通过问卷获得消费者对各电商物流服务质量的实际感知与预期水平,结合顾客满意度相关理论验证权重的合理性。而以多家实际生鲜电商为例,对其物流服务质量进行评价,并与第三方评价结果对比发现,该评价结果与各生鲜电商物流服务质量的实际水平基本吻合。这说明,基于粗糙集方法的电商物流服务质量评价能够更好地体现客观性,具有更好的实践性和可操作性,能够作为物流服务质量评价的有效参考。
Driven by new retailing business development,the development of logistics and e-commerce has been increasingly integrated with other;and the improvement of logistics service quality has become the key to the success of ecommerce competition. At present,customer dissatisfaction caused by logistics service quality are not uncommon;therefore,establishing an evaluation system for e-commerce logistics services and accurately assessing logistics services quality is particularly important for the high speed and quality development of e-commerce;and the determination of evaluation indicators and the selection of evaluation methods are the prerequisites for evaluating the quality of logistics services. New retail ecommerce focused more on achieving a people-oriented consumer philosophy. By increasing the "product quality" and "valueadded services" indicators,the existing e-commerce logistics service quality evaluation system will be further improved to better reflect the e-commerce logistics service level and the ability to satisfy consumer experience,apply Rough set to determine the index weight by dividing the indiscernibility relation,reducing attributes value and counting the importance of attributes,investigating the actual perception and expected level of consumers' e-commerce logistics service quality,and verifying the rationality of weights based on the relevant theory of customer satisfaction. Furthermore,the logistics service quality evaluation of many actual fresh e-commerce companies and the comparison to the third-party evaluation results shows that the evaluation results are basically consistent with the actual development level of the actual logistics service quality of each fresh e-commerce.And this indicates that the evaluation of fresh e-commerce's logistics service quality based on Rough set has better objectivity,practicality,and operability,which can be used as an effective reference for the evaluation of fresh e-commerce's logistics service quality.
Driven by new retailing business development,the development of logistics and e-commerce has been increasingly integrated with other;and the improvement of logistics service quality has become the key to the success of ecommerce competition. At present,customer dissatisfaction caused by logistics service quality are not uncommon;therefore,establishing an evaluation system for e-commerce logistics services and accurately assessing logistics services quality is particularly important for the high speed and quality development of e-commerce;and the determination of evaluation indicators and the selection of evaluation methods are the prerequisites for evaluating the quality of logistics services. New retail ecommerce focused more on achieving a people-oriented consumer philosophy. By increasing the "product quality" and "valueadded services" indicators,the existing e-commerce logistics service quality evaluation system will be further improved to better reflect the e-commerce logistics service level and the ability to satisfy consumer experience,apply Rough set to determine the index weight by dividing the indiscernibility relation,reducing attributes value and counting the importance of attributes,investigating the actual perception and expected level of consumers' e-commerce logistics service quality,and verifying the rationality of weights based on the relevant theory of customer satisfaction. Furthermore,the logistics service quality evaluation of many actual fresh e-commerce companies and the comparison to the third-party evaluation results shows that the evaluation results are basically consistent with the actual development level of the actual logistics service quality of each fresh e-commerce.And this indicates that the evaluation of fresh e-commerce's logistics service quality based on Rough set has better objectivity,practicality,and operability,which can be used as an effective reference for the evaluation of fresh e-commerce's logistics service quality.
引文
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[11]徐颖,黄音,方晓平.物流服务质量对电子商务企业顾客忠诚度影响研究[J].铁道科学与工程学报,2016,13(10):2 077-2 084.
[12]GRONROOS C.A service quality model and its marketing implications[J].European journal of marketing,1984,18(4):36-44.
[13]卞文良,鞠颂东,徐杰,等.在线B2C顾客物流服务感知及相关因素的实证研究[J].管理工程学报,2011,25(2):14-20.
[14]MEIDUTE-K I,ARANSKIS A,LITVINENKO M.Consumer satisfaction with the quality of logistics services[J].Procedia-social and behavioral sciences,2014,110:330-340.
[15]韩涛.基于粗糙集的工程特征提取方法研究[J].铁道工程学报,2017,34(6):83-87.
[16]黄兴建,王伟.基于期望与实绩比较模型的物流服务质量评价[J].铁道运输与经济,2015,37(8):29-32.
[2]南剑飞,刘志刚.物流服务质量评价体系构建研究[J].现代管理科学,2013(10):51-53.
[3]PARASURAMAN A P,ZEITHAML V A,BERRY L L.SERVQUAL:a multiple-item scale for measuring consumer perceptions of service quality[J].Journal of retailing,1988,64(1):12-40.
[4]MENTZER J T,FLINT D J,KENT J L.Developing a logistics service quality scale[J].Journal of business,1999,20(1):9-32.
[5]孙军华,苏强,霍佳震.中国快递服务质量体系的构建与模糊综合评价[J].工业工程与管理,2010,15(4):112-116.
[6]谢广营.B2C及C2C网购物流服务质量测量述评:一个概念模型及理论框架[J].管理评论,2016,28(4):194-200.
[7]方晓平,张向虹.物流服务质量对电子商务顾客决策的影响机理研究[J].哈尔滨商业大学学报(社会科学版),2018(3):78-87.
[8]彭润华,林啸啸,阳震青.末端物流服务质量评价指标体系构建与检验[J].商业经济研究,2018(20):83-86.
[9]魏华,王勇,邓仲华.基于消费者感知的网购物流服务质量测评[J].中国流通经济,2016(1):88-94.
[10]CHOU P.An evaluation of service quality,trust,and customer loyalty in home-delivery services[J].International journal of research in social sciences,2014,3(8):99-108.
[11]徐颖,黄音,方晓平.物流服务质量对电子商务企业顾客忠诚度影响研究[J].铁道科学与工程学报,2016,13(10):2 077-2 084.
[12]GRONROOS C.A service quality model and its marketing implications[J].European journal of marketing,1984,18(4):36-44.
[13]卞文良,鞠颂东,徐杰,等.在线B2C顾客物流服务感知及相关因素的实证研究[J].管理工程学报,2011,25(2):14-20.
[14]MEIDUTE-K I,ARANSKIS A,LITVINENKO M.Consumer satisfaction with the quality of logistics services[J].Procedia-social and behavioral sciences,2014,110:330-340.
[15]韩涛.基于粗糙集的工程特征提取方法研究[J].铁道工程学报,2017,34(6):83-87.
[16]黄兴建,王伟.基于期望与实绩比较模型的物流服务质量评价[J].铁道运输与经济,2015,37(8):29-32.
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