With the annual increase in the production and distribution of fresh agricultural products and the rapid development of China’s e-commerce business circle, while the huge online transactions need the support of offline logistics services, a series of problems such as violent screening in the logistics industry still need to be solved. Therefore, how to improve the quality of logistics services and make consumers satisfied is an urgent problem for the licensee. Based on the SERVQUAL service quality evaluation model and LSQ logistics service quality model, an evaluation model of the impact of fresh agricultural cold chain logistics service on customer satisfaction was constructed from four dimensions of reliability, visibility, information and service flexibility. This paper clarifies the relationship between consumer satisfaction and provides a basis for improving cold chain logistics service quality, including studying the evaluation of consumers’ purchase of fresh products on the Internet and establishing logistics service quality indicators. In this study, the analysis results generally have a significant impact on logistics service quality (+) and customer satisfaction. According to the characteristics of consumers, the impact of cold chain service quality on customer satisfaction may vary.

Ⅰ. 서 론
Ⅱ. 이론적 배경 및 가설설정
    1. 이론적 배경
    2. 연구 변수의 설정
    3. 연구모형 및 가설 설정
Ⅲ. 자료 수집 및 기초 통계 분석
    1. 연구의 자료수집 및 설계
    2. 중요도 분석
Ⅳ. 연구결과
    1. 요인 분석
    2. 상관관계분석
    3. 가설 검증
Ⅴ. 결론

• 곽우함(고려대학교 기업경영대학 박사과정생) | Guo Yuhan
• 박근식(중앙대학교 경영경제대학 국제물류학과 교수) | Park Keun Sik 교신저자