Factors Influencing The Effect Of Online Pre-sale Customer Service Considering Self-selection

Online pre-sales customer service is an important factor to help consumers obtain product information and facilitate e-commerce transactions.This paper considers self-selection problems caused by the customer's conscious unused service,and studies the influencing factors of customer service effectiveness from the perspective of the actual business of the company.First of all,this paper studies the influencing factors of customer satisfaction from the aspect of customer satisfaction.We consider that users have the behavior of conscious selection or self-selection when using the customer service system,which will affect the results of model.Therefore,we use the Heckman two-step method to establish a user selection model for customer service.After comparing the research results with the results without sample balance,it is found that without balance processing,the impact of conversation times,single-session expressions,and average response time on user satisfaction is exaggerated,and weakened the impact of customer service staff words on user satisfaction.Then,we take the customer's purchase conversion after using customer service as the ultimate goal of the online customer service effect,and explores the impact of customer service quality characteristics on user purchase behavior.We first used a treatment effect model to quantitatively analyze whether the customer service system affected the user's purchasing behavior.After clarifying the effectiveness of the pre-sales customer service system,we build a customer service purchase conversion model,found that when consumers initiate more customer service,the more customer service staff speaks,the shorter the response time,and the number of chat expressions with more interactions and more personalized recommendations,users are more likely to purchase after using customer service.This paper proves the existence of self-selection in the online customer service effect research and balances it.The research results provide examples of how to use the company's own data for customer service analysis,help companies evaluate the effectiveness of pre-sale customer service,provide favorable theoretical guidance for companies to improve service quality,and provide guidance and norms for enterprise managers on pre-sales customer service Provide references.