跨境电商快递服务优化路径——基于快递服务商与用户的服务质量感知差距视角

Optimization Pathways for Cross-Border E-Commerce Express Delivery Services—A Perspective on Service Quality Perception Gaps between Express Delivery Service Providers and Users

摘要: 快递服务质量是跨境电子商务(Cross-border E-commerce, CBEC)可持续发展的重要支柱。本文基于服务质量管理的SERVQUAL模型与5GAP理论，从布隆迪快递企业员工与客户对快递服务质量感知对比展开研究。结果显示：员工对自身服务质量的评价高于客户；员工与客户在各维度上均存在不同程度感知差距，其中保障性维度差异达到显著水平，可靠性维度差异相对更为突出；品牌声誉是最大的感知差距来源。基于此，跨境快递企业在布隆迪市场需建立透明化服务承诺体系增强品牌信任，优化流程以用户视角为导向，并采用适应本地环境的模式克服基础设施约束、提升服务质量。

Abstract: Express delivery service quality is a critical pillar for the sustainable development of cross-border e-commerce (CBEC). Based on the SERVQUAL model and the 5GAP theory of service quality management, this study conducts a comparative analysis of service quality perceptions between employees and customers of express delivery enterprises in Burundi. The results indicate that employees generally rate their service quality higher than customers do. Among the five dimensions, assurance shows a statistically significant perception gap, while reliability exhibits a relatively more pronounced but non-significant difference. Brand reputation emerges as the primary source of these perception gaps. Accordingly, cross-border express delivery enterprises operating in the Burundian market should establish a transparent service commitment system to enhance brand trust, optimize processes from a customer-oriented perspective, and adopt a localized model to overcome infrastructural constraints and improve service quality.