Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025)

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The Service Quality Analysis of China’s New integrated Online and Offline Fresh Retail business

Authors
Yanru Chen1, Yan Li1, *, Youjia Cui1, Yutong Wu1
1International College Beijing, China Agricultural University, Beijing, 100083, China
*Corresponding author. Email: icbliyan@cau.edu.cn
Corresponding Author
Yan Li
Available Online 17 September 2025.
DOI
10.2991/978-94-6463-835-6_112How to use a DOI?
Keywords
service quality; online and offline; fresh retail
Abstract

Based on the SERVQUAL model, this study evaluates the service quality of China’s new integrated online and offline fresh retail business. A questionnaire survey was conducted targeting customers with experience using Alibaba Freshippo’s services, measuring service quality across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The results reveal that all variables in the measurement model significantly affect perceived service quality and overall user satisfaction. Notably, empathy received the highest satisfaction scores, suggesting that consumers feel well-understood and valued in their interactions with the brand. In contrast, responsiveness scored the lowest, indicating consumer concerns about service personnel’s attentiveness and timeliness. These findings provide clear guidance for improvement, particularly in enhancing responsiveness and assurance to better meet consumer expectations. In addition to applying the SERVQUAL model to the O2O fresh retail context, this study incorporates an AHP-based weighting method and refines the empathy dimension to better capture consumer demand for personalized services, thereby offering a more nuanced and actionable framework for service quality enhancement.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
17 September 2025
ISBN
978-94-6463-835-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-835-6_112How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yanru Chen
AU  - Yan Li
AU  - Youjia Cui
AU  - Yutong Wu
PY  - 2025
DA  - 2025/09/17
TI  - The Service Quality Analysis of China’s New integrated Online and Offline Fresh Retail business
BT  - Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025)
PB  - Atlantis Press
SP  - 1044
EP  - 1057
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-835-6_112
DO  - 10.2991/978-94-6463-835-6_112
ID  - Chen2025
ER  -