Research On The Service Quality Evaluation Of B2C Export Cross-border E-commerce Enterprises Based On SERVQUAL Model

The cross-border E-commerce is rapidly developing,and the cross-border consumption is upgrading.Accordingly,as a new type of trade mode and commercial activity,the export-oriented B2 C cross-border E-commerce has become an important part of foreign trade in China.However,there are many pressing problems exposed in service quality,such as the commodity's discrepancy description,insufficient communication interaction,delay in cross-border logistics,etc.Therefore,it has positive theoretical value and practical significance to evaluate and study the service quality of B2 C export cross-border E-commerce enterprises.Firstly,this thesis combs and summarizes relevant literatures at home and abroad concerning service quality and E-commerce service quality,compares and analyzes the theoretical models of service quality,and determines the SERVQUAL model from the perspective of service quality as the theoretical basis of the research.Meanwhile,combining the characteristics of B2 C export cross-border E-commerce,it refines and summarizes the service quality evaluation indicators for B2 C export cross-border E-commerce enterprises through the comprehensive application of three methods: the literature research,the customer review data mining based on web crawlers,and the data analysis on enterprise interviews based on grounded theory.Moreover,the service quality evaluation system of B2 C export cross-border E-commerce enterprises is initially established by optimizing and adjusting the five dimensions under the SERVQUAL model.Secondly,through the questionnaire survey,the scientific nature and rationality of the evaluation system are verified.Meanwhile,SPSS software is applied to test the reliability and validity of the questionnaire scale,and the factor analysis method is applied to filtrate the indicators and reduce the dimension so as to verify the corresponding relationship between the dimensions and indicators,and determine B2 C export cross-border E-commerce enterprises' service quality evaluation system(including 5 dimensions and 21 indicators).The importance ranking of each dimension and indicator is determined by the multivariate linear regression method.The ranking of each dimension is as follows: response,reliability,empathy,economy,and tangibility.Finally,the sample enterprise is selected and the SERVQUAL model is applied to evaluate the service quality of the sample enterprise through the gap analysis.The scores of each dimension for the sample enterprise,from high to low,are as follows: economy,tangibility,reliability,empathy,and response.According to the evaluation results,the corresponding service quality improvement countermeasures are put forward from each dimension and indicator level.