Thr Service Quality Evaluation Study Of B2C Enterprises Based On Customer Perception

The traditional trading models are being changed by the emergence of Internet.Herein,the B2C e-commerce,which is a representative of the new business platform,facilitates a revolutionary change in economy field.For example,in 2015,the 51.9%of trade shares of the online retail market were derived from B2C e-commerce.This indicates the rapid development of B2C e-commerce.However,the enterprises usually pay too much attention on how to obtain sustained profitable growth and greater market share to ignore the brand building and customer experience.Therefore,the service quality urgently needs to be improved.Moreover,it is important for the B2C enterprises to investigate the key factors on the service quality thus promoting their core competence,and in turn improve their values creation potentials.In this study,the concepts of service and service quality are elaborately explained.Furthermore,the quality evaluation methods and standards of B2C enterprises are clearly described.The sample data were collected by questionnaire survey and then analyzed by using IBM version of SPSS 19.0 software.Meanwhile,the service quality evaluation of B2C enterprises,which is based on customer perception,was constructed by utilizing descriptive statistical analysis,correlation analysis,factor analysis,principal component analysis,scale correction,correction and verification of reliability test and validity test.In addition,this service quality evaluation includes six dimensions which are technical,fulfilment,safety,compensatory,responsiveness and empathy and 22 specific evaluation indexes and their weight was also confirmed.Moreover,by choosing Jingdong Mall as an example,the fuzzy comprehensive evaluation was studied by utilizing the service quality(as we mentioned above).It was found that there exist problems in the aspects of security and fulfilment.Thus,based on the above discussion,the improvement suggestions are given.