Research On B2C E-Commerce Service Quality Evaluation Of Electronic Products

In recent years,with the rapid development of e-commerce,the sales channels of electronic products changed significantly.From offline dealer model into vertical or platform based e-commerce model,which makes the service process more complex and interactive.At present,electronic products B2 C e-commerce platform provide different service,service quality has become the key issue to e-commerce platform to win competition.First of all,the whole service process of e-commerce is divided into general process and interactive process,described by service blueprint and flow chart of human-computer interaction.Through service contact and user experience theory to extract service quality evaluation indexes.Secondly,the index system is inspected through expert interviews and investigation,factor analysis by SPSS21 extract 6 principal components: website design,information quality,system reliability,assurance,customer service,online interactive and aftermarket repair.The B2 C e-commerce service quality evaluation index system of electronic products with 29 sub dimensions is established.Thirdly,according to the B2 C ecommerce characteristics and market research of electronic products,4 B2 C e-commerce platforms with high market share and large service differentiation are selected as alternative case.E-service quality gap and fuzzy TOPSIS theory are used to evaluate the service quality of these cases in 29 sub dimensions.The effectiveness and sensitivity of this method is tested by other evaluation methods and sensitivity analysis.Finally,the evaluation results show that the highest quality service platform is HUAWEI.Based on the scores of each dimension,the service management suggestions are put forward.In terms of theory research,this paper provides a new theory of e-commerce service quality index.In practice,the index system corresponding to various service process quite well,provide the basis for service quality management and improvement.