Explore the Impact of Cold Chain Logistics Distribution Service Quality on Customer Satisfaction of Fresh Food E-commerce Platform—A Case of Alibaba Hema Fresh

Abstract

With the enhancement of people's living standards and consumption level, the demand for a variety of food products increases, and the demand for frozen food increases rapidly. Numerous fresh retail e-commerce platforms have emerged, and the online shopping mode of multi-frequency and small batches becomes more popular among people. Therefore, to ensure the quality of fresh products, the requirements for cold chain distribution logistics are constantly increasing. However, there are still a series of problems in China's cold chain logistics distribution system, and the quality of logistics service needs to be improved to meet the needs of the public and improve their satisfaction. This paper takes Hema Fresh as an example which provides a new retail format and uses the questionnaire to explore the relationship between customer satisfaction towards Hema distribution logistics services quality which helps to know the logistics factors that have the greatest impact on customer satisfaction. The results show that timeliness is the most concerning problem for consumers at present. Thus, this paper puts forward targeted strategies to improve the problem of cold change logistics of food retailers so it can provide better service for customers, customers can receive fresh food faster and better, and their overall happiness in life can be improved. At the same time, it also optimizes the cold chain distribution service of e-commerce and reduces the waste of fresh products. It also provides valuable insights into the cold chain logistics distribution industry in China.