Study On Service Quality Evaluation Model Of Group Buying Website

After entering into the21st century, Innovation in the field of electronic commerce, with boom of the Internet economy, took place one after another. Affected by the great success of the U.S. Groupon Purchase Website, China’s group purchase websites, on which more and more online shoppers start to enjoy the fun of shopping, has therefore developed vigorously, those websites ushered unprecedentedly in a great number. However, while they’re expanding rapidly, many problems are exposed due to the low barriers to entry, the small scale of investment, the business model is easy to copy, and the lack of an appropriate regulatory mechanism. For example, integrity issues, after-sales service cannot be guaranteed, the lack of regulation of the industry, consumers defend rights difficultly. The emergence of these problems contributes to the customers’rising suspicion of group purchase websites, reducing consumer satisfaction and loyalty. In return, more and more customers are kicking votes, which have seriously influenced the sustainable and stable development of group purchase industry. In this paper, the author has put forward to establish evaluation index system based on deep analysis of service quality of group purchase industry, thus providing reference for quality evaluation in our country. This paper is divided into six sections:Section one is the introduction, it briefly introduces the research background, significance and research status at home and abroad, as well as papers framework and research methods.Section two is the summary of related Theory Research. One based on the study and review of previous studies and one based upon the summary and conclusion of the theory involved in the past, forming the theoretical basis of this article.Section three analyzes the quality of service of China’s group purchase. It starts from the status quo of China’s group purchase development to study websites’ service quality, from which the author finds out many problems existing in the field and illustrate a detailed analysis of the causes. Section four is to establish China’s integrated purchase service quality evaluation index system, thus drawing conclusions on website service quality measurement dimension by pooling as well as analyzing previous research achieved by scholars.Section five aims at building the service quality evaluation model, which is on the basis of last chapter’s service quality evaluation index system.Section six lists website service quality evaluation model application cases. This paper set Lashou, the premier China’s group purchase websites, as the research background, making an application of the website service quality evaluation model, demonstrating the value of the theoretical and practical significance and applicability, thus presenting advices at improving Lashou service quality.