Study On The Chinese Sellers' Satisfaction And Its Enhancement Of Amazon Global Selling

With the rapid development of Globalization,the prosperity of Internet Plus,and the support of National Policies,Cross-border e-commerce as the supplement of the traditional international trade is quite dynamic in economy.Customer and its satisfaction gets the most-ever attention now with the development of economy,and it also becomes one of the hottest study.And the evaluation of customer decides the future of enterprise in the field of economy.This paper is focus on the analysis of the Seller Satisfaction on Amazon Global Selling,and it comes up with strategies of seller satisfaction improvement.With the strong branding and oversea markets,Amazon Global Selling attracts more than millions Chinese Sellers to enroll.While in the daily operation of managing online store,sellers fully experience Amazon's Policy,Technology,Service,Logistics,Payment and Checkout and so forth.Sellers rate the satisfaction based on their experience,which is where seller satisfaction comes from.Currently,Amazon Global Selling have a great of opportunities to improve sellers' satisfaction,mainly including delay of service,insensitive perception for sellers,incomplete process and lack of service and etc..This paper is based on the reality of Chinese Seller Satisfaction on Amazon Global Selling.With the learning of literature and the existing Customer Satisfaction Model,it analyses the key influential elements of customer service.By leveraging the SWOT model and Porter Five Forces Model,it explains the current internal and external situation that Amazon Global Selling faces with.Through Quantitative Analysis,it identifies the gaps of seller satisfaction that Amazon Global Selling has,which mainly reveals in the field of Service Tangibility,Sense of Seller Perception and Poor Complaint Channel.In the end,this paper suggests the strategic approaches to improve the Seller Satisfaction from advanced technology,process improvement,and employee growth perspectives.This paper aims at improving seller satisfaction,meanwhile,it will be a sample for the enterprises of Cross-border e-commerce industry.It will eventually benefit the seller improvement of the whole industry.