With the development of e-commerce, the classification of e-commerce platforms has gradually become clear, mainly divided into two categories: traditional e-commerce and emerging social e-commerce. Based on interpersonal communication and user trust, social e-commerce breaks the status quo of the original e-commerce platform that is too centralizedThe existing market demand share has been re-divided.
However, different social e-commerce platforms are also gradually polarized in the process of developing with novel business models, for example, some platforms are limited by user trust and other reasons when developing towards e-commerce, and some social e-commerce platforms have achieved rapid development by relying on their excellent forward and reverse logistics advantages, among which the Douyin e-commerce platform is the most representative, with its strict service process standards for reverse returnsIt is considered to be one of the important factors for the success of Douyin e-commerce.
However, the existing academic research focuses more on the forward logistics research of social e-commerce, and there is still a certain gap in the research on reverse logistics, so it is of great significance to promote the development of social e-commerce platform services for return logistics services on Douyin e-commerce platform.
Taking Douyin e-commerce as a sample, combined with its return logistics process and e-commerce return service index research, a comprehensive evaluation model of return reverse logistics service quality was constructed to measure the return reverse logistics service quality of social e-commerce platform.
With the development of information technology and the urgent need for the transformation and upgrading of the logistics industry, service quality has been introduced into the logistics field by academia and industry. From the perspective of the research process, it has gone through from conceptual interpretation to framework elaboration, and gradually focused on industrial logistics from enterprise logistics in a broad sense.
From an early point of view, research was more conducted from the functional perspective of the enterprise. From the perspective of spatio-temporal utility, the logistics characteristics of enterprises are analyzed, and the ways to improve logistics services are summarized from the seven dimensions of commodity, quality, location, quantity, time and customers, and the theory is used to achieve low cost and high customer value.
There are also scholars who analyze customer satisfaction from the perspective of marketing effectiveness, and define logistics services as behaviors that meet customer needs, and improve customer satisfaction through performance evaluation to ensure customer satisfaction and corporate culture as a commitment.
With the empirical application in the study of influencing factors in recent years, more scholars have carried out analysis from the perspective of influencing factors when studying logistics services. For example, Zhuang Yi pointed out after studying the B2C platform that the convenience of logistics services significantly affects consumers' willingness to purchase again, and empirical data demonstrate that the convenience of logistics service quality has a significant positive relationship with customers' repurchase intentions on online shopping platforms. The relationship between customers' decision-making behavior on e-commerce platforms and the quality of logistics services is also taken as the research theme, and it is found that reputation factors play an important role.
As the globalization of logistics has become an important trend today, the definition of logistics service quality has been further improved, that is, the LSQ model, which covers nine dimensions: timeliness, accuracy, product quality, integrity, flow process, order completion efficiency, information system service quality, error management and personnel communication service quality, so as to evaluate the overall quality of logistics.
Based on the LSQ model, using the Delphi method and the in-depth interview method, the six dimensions that affect the quality of shopping logistics services, including accuracy, order service quality, order error management, and punctuality, were evaluated in detail, and the results showed that logistics quality has an important impact on revenue and profitability.
The service quality of logistics enterprises has an important impact on customer satisfaction. In addition, nine dimensions were constructed to evaluate the product quality of logistics service providers, namely order processing process, information quality, product integrity, loss resolution ability, order timeliness, communication efficiency and product accuracy.
Especially under the e-commerce platform, the evaluation of the quality of reverse logistics services for consumer returns is relatively rare. Secondly, the evaluation index system for the quality of logistics services is also limited in the scope of application, and more focuses on the evaluation of the quality of return reverse logistics services of a small number of small and medium-sized company customers. Although there are some commonalities among enterprises, the evaluation system of small and medium-sized enterprises is directly used to measure the current inapplicability of the return reverse logistics service quality of social e-commerce platforms.
In the past 4 years, Douyin has quickly attracted a large number of ** with its excellent product capabilities, established a huge traffic pool, and actively used traffic integration to achieve monetization. In May 2018, Douyin launched its own e-commerce platformIt subverted the original identity of Douyin, turned the content platform into an e-commerce, and injected new vitality into the development of the content economy.
In April 2020, ByteJump launched the "Massive Baiying" commodity sharing management platform, which is intended to achieve the comprehensive development of the Internet e-commerce platform business, which organically combines the synergy of network experts, institutional service providers and consumers, and brings more complete integrated information to enterprises and consumersThus filling the gap that ByteJump has been in the e-commerce space.
The in-depth cooperation between "Giant Baiying" and Douyin marks the beginning of content e-commerce. Institutional service providers have rich resource advantages and industrial chain integration strength, and will serve as a key bridge for enterprises to obtain customers and improve salesIt is also an indispensable gathering stage of the network ecosystem in the Douyin live broadcast industry.
With the social platform as the main channel entrance of the online e-commerce platform, ByteDance seized the opportunity to organically integrate short, live broadcast and e-commerce, creating a new community e-commerce method, based on Douyin short**, and taking the live broadcast room shopping guide as a new business modelMaximize the traffic bonus pool.
The main manifestations of Douyin e-commerce: 1. E-commerce live broadcast. Using the Douyin online platform, merchants can display their products and use various marketing methods and the influence of Internet celebrities to stimulate customers. 2. Short** e-commerce. With the help of the creation of Douyin talents, the characteristics of the product are displayed to customers, and then the transaction is reached. In this model, Douyin influencers are like sellers in the real economy, completing their own goods according to the merchant's permission. 3. Content payment. The format is primarily a way to acquire content by paying a fee on Douyin, such as learning English or attending an online concert. 4. Group purchase. It is a shopping method similar to Pinduoduo, where consumers can buy goods by themselves in the live broadcast room.
According to the return process of the Douyin platform, when the customer purchases the goods that have been returned for no reason within seven days, if there is a need to return the goods, they can directly click on the platform to apply for a refund, and after the customer service verifies and reviews, the customer can choose the courier company to pick up the parcel according to their own needs, and upload the return logistics order, in addition, consumers can also choose to pick up the parcel at the door, so that the system automatically assigns the logistics provider to provide after-sales service.
The difference between the two methods is that the former requires consumers to take the initiative to provide the logistics tracking number to the platform, while the latter can realize the automatic docking of the tracking number and the platform system in the form of a pickup code, so as to complete the transfer of returned goods from consumers to logistics service providers.
If the consumer's return request fails to pass the review, the consumer needs to submit it for review again according to the platform's prompts, and the merchant will review it to ensure that it meets the return conditions and will refund it directly according to the payment path. If the customer's product is not eligible for return, the refund will not be approved.
From the analysis of the difficulty of manual customer service transfer, it shows that the intelligent degree of intelligent customer service adopted by e-commerce platforms is insufficient, and there are certain limitations in the scope of application. Therefore, it is necessary to deeply optimize the response mechanism of intelligent customer service, learn from the mature intelligent recommendation system of the platform, deeply fit the algorithm program of the reply system, and explore the timely perception of consumer emotional changesIn this way, consumers can reduce their aversion to mechanical replies and optimize the service efficiency of intelligent customer service.
In addition, it is to give a clear indication as much as possible in the conversion of intelligent customer service and manual customer service, and actively remind consumers how to quickly transfer to manual customer service for consultation, and if intelligent customer service cannot accurately and effectively identify consumer problem needsPlatforms should improve their mechanisms and take the initiative to transfer consumers to manual customer service to solve problems.
Enrich communication channels. The fact that the platform can provide a variety of channels to contact merchants is also one of the indicators with low scores, reflecting that the e-commerce platform, as a new e-commerce platform, has a certain lack of perfect communication channels. Combined with the layout display within **, you can actively increase the window for contacting merchants on the order interface, reducing the cumbersomeness of consumers needing multiple clicks to contact merchants. In addition, merchants can also combine actual needsEstablish an exclusive after-sales account to provide a channel for consumer complaints and feedback.
Establish a training and assessment mechanism. In order to increase the probability of consumers' repurchase, the platform should also pay attention to the standardized training of platform customer service and merchant customer service and the establishment of a quantitative assessment mechanism. In the face of problems with the merchant's goods affecting the shopping experience of consumers, the platform customer service shall compensate consumers according to the appropriate compensation mechanism, and may adopt forms such as threshold-free coupons and freight platform compensation, so as to try to reduce the probability of customer churn.
For merchant customer service, the platform can ensure that merchants respond to consumers' questions in a timely manner by establishing a timeliness assessment standard for merchant after-sales customer service response. Here, the investment in Douyin traffic can be used as a reward and punishment for the assessment resultsThis motivates merchants to pay more attention to the shopping experience of consumers.
With the advent of the intelligent era, the competition between e-commerce companies has gradually become fierce, unlike traditional e-commerce enterprises, Douyin e-commerce is based on a short **, after obtaining a large number of ** foundation, the development of e-commerce platforms is a typical case. Therefore, the research on Douyin e-commerce is helpful to provide suggestions and reflections for other social e-commerce companies, and to evaluate the quality of return reverse logistics services of Douyin e-commerceIt is helpful to understand the difference between enterprises that have transformed into e-commerce across banks and traditional e-commerce enterprises.
For social e-commerce platforms, it is necessary to continuously optimize and improve the quality of their return logistics services, and fully prepare service measures and response plans while cultivating user trust, so as to meet user needs and solve user problems in the return process to the greatest extentSo as to promote the long-term and stable development of social e-commerce platforms in e-commerce competition.
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