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Abstract: With the enhancement of people's living standards and consumption level, the demandfor a variety of food products increases, and the demandfor frozen food increases rapidly. Numerous fresh retail e-commerce platforms have emerged, and the online shopping mode of multi-frequency and small batches becomes more popular among people. Therefore, to ensure the quality of fresh products, the requirements for cold chain distribution logistics are constantly increasing. However, there are still a series of problems in China's cold chain logistics distribution system, and the quality of logistics service needs to be improved to meet the needs of the public and improve their satisfaction. This paper takes Hema Fresh as an example which provides a new retail format and uses the questionnaire to explore the relationship between customer satisfaction towards Hema distribution logistics services quality which helps to know the logistics factors that have the greatest impact on customer satisfaction. The results show that timeliness is the most concerning problem for consumers at present. Thus, this paper puts forward targeted strategies to improve the problem of cold change logistics offood retailers so it can provide better service for customers, customers can receive fresh food faster and better, and their overall happiness in life can be improved. At the same time, it also optimizes the cold chain distribution service of e-commerce and reduces the waste of fresh products. It also provides valuable insights into the cold chain logistics distribution industry in China.
Keywords: Cold chain logistics; E-commerce; Fresh food; Logistics service quality; Hema Fresh
1 Introduction
1.1Background of the Study
With the rapid development of the fresh food e-commerce industry, the national government is also issuing relevant support policies and opinions. In 2014, guiding opinions issued by the CPC Central Committee and The State Council proposed "strengthening the construction of e-commerce platform for agricultural products" (The Central People's Government of the People's Republic of China, 2014), which further promotes the overall development of fresh food e-commerce. Subsequently, several large companies have established large retail e-commerce platforms to provide users with online procurement of fresh food and agricultural products, and other services, bringing great convenience to people's life. One of the most representative retailers is Hema Fresh, a subsidiary of Alibaba.
Despite the support of the government, it...