Comparative Research On B2C Cross-border E-commerce Service Quality

The rapid development of the Internet has driven e-commerce to flourish in the trade field,and the gradual deepening of globalization has transformed the world into a comprehensive trading market.Foreign various kinds of products have gradually penetrated into various aspects of life.Domestic e-commerce companies are strong and have unique competitive advantages in the market.B2C cross-border e-commerce,as the main order receiver,will bring customers unique feelings in the entire process service system,including the advertising promotion that the customer sees before purchasing the product,using the real experience of the platform during the purchase process and Commodity transportation and after-sales service after the purchase is completed.Objectively speaking,the importance of B2C cross-border e-commerce service quality research is to provide reference information to help B2C cross-border e-commerce companies provide consumers with "first-class" services to truly meet consumer needs and stand firm in a highly competitive market.First,this paper reviews the theory of service quality,e-commerce service quality and customer satisfaction,summarizes the evolution process and development status of cross-border e-commerce,and starts with shoppers' perspective on the shoppers' cross-border e-commerce in B2C.On the basis of previous domestic and foreign scholars,the whole cross-border e-commerce operation system is integrated,and the model of B2C cross-border e-commerce service quality and customer satisfaction composed of 5 dimensions,such as tangible,reliability,easy-to-use,individualized and responsive,has been constructed.Secondly,after the issuance of the questionnaire,the SPSS is used to analyze the statistical data effectively,and to analyze the influence of the quality of service on the satisfaction of the three major cross-border e-commerce platforms(Amazon Overseas,Tmall International,and JD.com Global)for the common B2C cross-border e-commerce platform.Finally,it puts forward management suggestions on B2C cross-border e-commerce industry as a whole and the quality of the three major B2C cross-border e-commerce services,and constructs a service process framework for B2C cross-border e-commerce business,with a view to affecting the improvement of customer satisfaction and improvement of service quality in B2C cross-border e-commerce.