Construction and Application of Customer Satisfaction Model with theService Quality of Last-Mile Delivery in Rural Areas
Author(s): Yuh‐Jen Cho, Lin Xue, Shu-Rong Huang, Zhe-Peng Yang
Abstract: The backward last-mile delivery infrastructures, the greater difficulties in last-mile delivery due to the scattered residences of rural customers and the lack of logistics professionals in rural areas have emerged as the important factors hindering the improvement of the service quality of last-mile delivery in rural areas. This study combines the classic satisfaction index model and transformation of the SERVQUAL standard scale to draw up the connotations and observation variables of customer expectations, quality perception, perceived value, customer satisfaction, customer complaints and customer loyalty with the service quality of last-mile delivery in rural areas, and takes 460 permanent residents in rural areas as the research objects, then constructs and tests the customer satisfaction model of the service quality of last-mile delivery in rural areas, and deeply analyzes the relationship between customer satisfaction and its influencing factors; by constructing a two-dimensional combination potential of entropy weight-satisfaction average value, the in-depth application of the model is discussed, and at the same time, it provides policy suggestions for local governments, logistics companies and other entities to improve the customer satisfaction with the service quality of last-mile delivery in rural areas.
Keywords: Last-mile delivery in rural areas, Customer satisfaction, Structural equation model, Two-dimensional combination potential
DOI: 10.37394/23207.2021.18.69WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 18, 2021, Art. #69