Research on Cold Chain Logistics Service Quality Evaluation Considering Product Freshness under Community Group Buying

In 2019, The outbreak of Corona Virus Disease 2019 (named COVID-19) has caused great changes in the living habits of residents, and the community group buying model has re-emerged. Under the background of community group buying mode, combined with the characteristics of fresh products, and based on the SEVRQUAL model and the national standard of "Logistics Enterprise Cold Chain Service Requirements and Capability Evaluation Indicators", an evaluation index system of cold chain logistics service quality for community group purchase of fresh products with 5 dimensions and 29 indicators is constructed from the perspective of users. Then a 5-level Likert scale was used to design relevant questionnaires, and Xingsheng Youxuan and Meituan Youxuan were used as empirical cases for sample research. Combined collected sample data, the validity and rationality of the index system were tested through reliability, validity testing and factor analysis. The data analysis also shows the problems and influencing factors of Xingsheng Youxuan and Meituan Youxuan in terms of fresh food cold chain logistics service quality, and further suggestions for the development of cold chain logistics services considering product freshness under community group buying is also provided.