Multi-Criteria Decision Making for Affecting the Logistics Service Quality of JD Fresh Cold Chain

Fresh cold chain logistics plays a unique role in effectively ensuring the freshness and safety of food. However, the service quality of fresh cold chain logistics is often criticized by consumers. Especially for well-known logistics enterprises such as JD Group in mainland China, the quality of logistics services has a very important impact on the competitiveness of their industries. This study proposes a service quality improvement scheme. The service quality of JD Fresh Cold Chain Logistics is evaluated by combining the multi-criteria decision-making models of DELPHI, DEMATEL and IPA, while improving shortcomings to meet customer needs. The DELPHI method can establish a standard framework, and the DEMATEL method can establish an impact network relationship diagram to analyse the interrelationship between the guidelines, and then obtain a much-needed service quality pointer according to the IPA. From the perspective of consumers, empirical results show that “freshness of products”, “convenience of returns and exchanges”, “convenience of payment methods”, and “convenience of pickup” are key criteria. Among them, “freshness of products” plays the role of the source, indicating that JD Group should prioritize management based on this criterion, develop optimization plans in a timely manner, and improve quality. The research results aim to provide reference for similar enterprises to improve the overall logistics service quality, in order to seek to enhance competitive advantages, thereby better enhancing consumer satisfaction and serving society.