The Empirical Study of Logistics Service Quality Evaluation within Electronic Retail

With the rapid development of Internet, online shopping is more and more popular. At the same time, the return of online shopping is becoming more and more frequent . In order to improve the online shopping experience, logistics service has become the important factors influencing the vigorous development of online shopping. Integrating the traditional theories of Service Quality and Logistics Service Quality Measures, the study will conduct some empirical manner to investigate the e-logistics problem within online shopping business. Considering the particularity of e-commerce logistics service under the return situation, this paper, on the basis of reading lots of literature at home and abroad, set up scientific electronic retail logistics service quality perception (ERLSQ CP) evaluation model. In this paper, we study logistics service quality and customer satisfaction, loyalty and trust relationship of mutual influence under the return situation, to provide online shopping service quality improvement basis and suggestion and to enhance competitiveness. Introduction Academic editor Editorial defined logistics services as “activities that satisfy customer needs, ensure customer satisfaction, and win corporate praise” [1]. Mentzes et al. believed that logistics services should include two layers of meaning; customer marketing services and physical distribution services (PDS). They studied the literature on logistics services over the past 40 years, integrated a large amount of information on logistics distribution and customer service, and finally selected the following three items from 26 factors as indicators for measuring PDS: availability, timeliness and quality of goods. However, these three indicators are actually just the physical distribution indicators in the overall logistics service quality. This is one-sided in terms of the overall logistics service quality [2]. The latest and more complete definition of the overall quality of logistics services was the result of the study conducted by the University of Tennessee. Through in-depth investigation of large third-party logistics companies and customers, they finally concluded nine indicators for measuring the quality of logistics services from the perspective of customers. In the study of logistics service quality, this article focuses on the relationship between logistics service quality and customer perception in the case of return and exchange, and it is more helpful to understand the importance of logistics service quality when the return and exchange situation exists. Theoretical Assumptions and Model Establishment The returned goods belong to reverse logistics. This article refers specifically to the goods buying online which were returned due to various reasons, such as consumers' dissatisfaction with goods or damaged products. According to Parasuramanl et al.'s E-S-QUAL and E-RecS-QUAL scales for online transactions in the form of Internet, such as e-commerce, the quality of online shopping 198 Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 4th Annual International Conference on Management, Economics and Social Development (ICMESD 2018) Advances in Economics, Business and Management Research (AEBMR), volume 60