Construction of the "Last Mile" Service Quality Evaluation Index System for E-commerce Logistics ——Analysis of Questionnaire Based on Consumer Perception

The “last mile” of logistics is in the terminal link of the logistics supply chain, which restricts the development of the logistics industry. Studying this link is of great significance for improving the logistics operation level and logistics service level. The “last mile” is also the only part of logistics distribution that can face consumers. Consumers play decisive roles in it, and consumer satisfaction is closely related to consumer’s perception. Using Kaizhou District of Chongqing for empirical research, the paper summarized many indicators that influence the consumer’s perception in the “last mile” of e-commerce logistics based on an in-depth interview and literature review. Employing the exploratory factor analysis, the main indicators of service quality evaluation were obtained. After testing the reliability and validity of the survey data, the 5-dimensional logistics service quality thus, order quality, delivery quality, reliability, personnel quality and product quality evaluation index system which conformed to the Chinese situation is finally revised and constructed. The corresponding suggestions for logistics enterprises were put forward based on the findings. Keywords—Last mile; consumer perception; e-commerce logistics; service quality evaluation