Building Research, Quality Of Service Model Based On The Corporate Web Site

The technological innovation and the development of information technology increase the quantity of Internet users promptly. At the same time, the amount and sales of online transactions on products and services have been climbing high, which is an excellent foundation for the development of websites that are established by corporations and used for offering products and services. The rapid development of Internet makes a large space for the development of online purchase, and predictably it will become a kind of substitution of the traditional consuming way.In the severe market competition, it is an important strategy to offer excellent services for a corporation to success. Thus, when a corporation is in face of a beautiful vista of providing products and services by website, customer perceived service quality has become a key point to the survival and development of the corporation. The different characteristics of the Internet environment from the traditional one alters the elemental dimensions of customers'perceiving and evaluating the service quality, and of course, adds to the difficulties of managing and improving the service quality. Therefore, the traditional assessment model of customer perceived service quality can not be applied equally to Internet environment. The transaction process may suspend due to the high perceived risk which results in a long process from information searching to transaction. So this thesis will analyze deeply the characteristics of the customer perceived service quality based on the websites built by corporations themselves and try to find out the mechanism in which customers perceive and evaluate the service quality in order to construct the customer perceived service quality model. This will help corporations with understanding the demand of customers more accurately and designing the services more reasonably as well as managing and evaluating customer perceived service quality scientifically.This thesis divides the online transaction process into three stages which are pre-transaction (including browsing website, searching information, and etc.), mid-transaction (including decision making, and etc.) and post-transaction (including delivering, after-sale services, service recovery, and etc.). The purpose is to study how customers perceive the service quality and the pivotal elements in each stage and then to get theoretical model of customer perceived service quality based on the websites built by corporations themselves. This thesis consists of five parts. PartⅠis an introduction which defines the research background, research value, purpose and the basic frame of the thesis. It points out the innovations and difficulties of this thesis and demonstrates the adopted methods in order to give a general description of the subject. PartⅡis a literature review. It firstly reviews the background and the current situation of enterprise websites as well as defines and describes the research object. It then points out the necessity of researching and reviews the literatures of theories of traditional service quality and electronic service quality. PartⅢis a comparison between the traditional service and the electronic service in Internet environment, by which to find out the differences in characteristics, consuming processes and nodes. PartⅣis to establish a model of customer perceived quality based on websites built by corporations themselves and then to describe the model in detail. Part V deals with the conclusion which summarizes the model of customer perceived quality based on websites built by corporations themselves. It gives the application suggestions and points out the limitations of the thesis from theoretical and empirical aspects as well as future research.This thesis is aiming at defining the focuses of customer perceived service quality in each transaction stage by constructing the model of customer perceived quality based on websites built by corporations themselves. This will help corporations to judge the service quality in each stage and to make clear the issues that need to be improved. It also supports the decision making in meliorating the service quality of enterprise websites.