In recent years, China's e-commerce industry has developed rapidly in the past decade. Fresh enterprises represented by Freshippo, a famous Chinese fresh enterprises, are trying to meet a higher requirement of customer. In order to help the development of fresh e-commerce, this paper takes Freshippo as an example to evaluate the performance of fresh e-commerce services(FESs), constructs a set of performance evaluation index system of FESs by using analytic hierarchy process(AHP), and evaluates the service status of Freshippo by using fuzzy comprehensive evaluation method.Result shows that fresh e-commerce enterprises should always adhere to the concept of “product quality and service priority” in business process, and improve the cold chain logistics distribution system.

Yuantao Liu, Siyu Zeng. Research on the Evaluation of Fresh E-commerce Service Based on AHP-fuzzy Comprehensive Evaluation. Academic Journal of Business & Management (2023) Vol. 5, Issue 12: 15-22. https://doi.org/10.25236/AJBM.2023.051203.

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