Research on Service Quality Evaluation of Rural E-commerce Logistics Based on SERVQUAL-LSQ Model

This study takes rural e-commerce consumers as the theme, combines the actual situation of rural e-commerce logistics, adopts SERVQUAL model and LSQ model to evaluate the quality of the whole process of logistics service. Through SPSS for its reliability and validity analysis, thus eliminating or retain index, using the factor analysis method to calculate the weight of each index. Finally, taking Suning Tesco as an example, the expected and actual service quality of its e-commerce logistics service in rural areas is scored, the logistics service quality is calculated by the service gap model, and the improvement suggestions are given according to the evaluation results, so as to promote the development of enterprises in rural areas.