Research on B2C Reverse Logistics Service Quality Evaluation System

Based on SERVQUAL model and LSQ model, combined with the characteristics of B2C e-commerce, this paper expounds the consumer perception of reverse logistics service quality, constructs the evaluation system, through exploratory factor analysis, five dimensions of communication quality, information quality, return process quality, convenience and empathising were established, and the index scale with 25 items was included. Through confirmatory factor analysis, it was proved to have good reliability and validity. SERVPERF model is applied to the case analysis of Jingdong group, which proves that the index system has practical application value.