Author(s)

Shurong Huang, Liping Lin, Genping Yu, Zhongyan Lin

Corresponding Author

Zhongyan Lin

ABSTRACT

The problem of “last mile” delivery difficulties in rural express logistics has attracted attention. To help improve rural express delivery and customer satisfaction, this study designed an evaluation indicator system for rural express delivery service quality based on the “quality of service” model. Principal component analysis was used to calculate the index weight, and the service perception quality quadrant was used to analyze the importance of the index. The results indicated that factors such as a backward distribution infrastructure, scattered customers, and a lack of professional logistics talent in rural areas have hindered the improvement of rural online shopping terminal distribution services. Logistics enterprises should therefore improve the quality of rural online shopping terminal distribution services and customer satisfaction by enhancing the professionalism of service personnel, optimizing logistics distribution paths, and accelerating infrastructure construction.

KEYWORDS

rural online shopping terminal, customer satisfaction, delivery service quality