Abstract: Under the continuous impact of the normalization of COVID-19 epidemic, fresh food e-commerce has quickly become an indispensable business model in people’s daily life. The quality of logistics service is directly related to the trading experience of customers, and it has become an important basis for customers to evaluate their consumption and make their later selection through fresh food e-commerce. This article takes the SERVQUAL model that considers both the customers’ expectation and customers’ perception as the basic framework and optimizes the indexes according to the characteristics of fresh food e-commerce logistics service and the requirements of epidemic prevention, then it determines the five dimensions of specialization, reliability, responsiveness, convenience and security as the main evaluation indexes for the logistics service quality of fresh food e-commerce. It also collects relevant data of the logistics service of fresh food e-commerce enterprise to carry out a specific evaluation. The results confirm that the logistics service quality of fresh food e-commerce needs to be improved. This paper further puts forward the strategies to improve the logistics service quality of fresh food e-commerce under the normalization of COVID-19 epidemic, expecting to play a role in evaluating and optimizing the logistics service quality of fresh food e-commerce.

Key words: fresh food e-commerce, logistics, service quality, evaluation model, improvement