Study On The Chinese Seller’s Satisfaction Improvement With Seller Support Team On Amazon Platform

As the development of economic integration and growth of internet technology in recently years.Cross-border e-commerce is growing steadily and becoming an important force in China’s foreign trade business.As a great leader of the e-commerce in global wise,Amazon was launched ‘global selling program ’since 2012 and started its journey in 2015 in China.This program not only benefits for Chinese sellers to sold their products all over the world,but also take advantage for Chinese seller to expand their market share and market size.With the rise of other cross-border platforms,it also brought competitive pressure to Amazon.Sellers will take multiple factors into consideration when choose sale platforms.Such as platform traffics,technologies and so on.as the time goes,sellers are pay more great attention on their own experience.In this regard,seller support team’s service level is important to seller experience since they connect with sellers directly.Therefore,this thesis analyzes the current situation of customer satisfaction with seller support team,and aim to proposes improvement strategies to promote service quality and user experience.By study of historical papers and documents,I am using the "SWOT" model and the "PEST" model to analyze the advantages and disadvantages,internal and external environment of ‘global selling program’.To improve seller’s satisfactions,based on the existing customer satisfaction models,I have combined seller support team management and existing satisfaction data together then set up a new evaluation model.For deeper insights,I was designed an on-line questionnaires and face to face interviews to collect seller’s comments and suggestions respectively.For analysis,I was used SPSS tools to identified reliability and validity of questionnaires.Then find out the significant indicators and its resolutions.This research builds a set of customer satisfaction improvement strategies for Amazon Seller Support Team,and helps to improve the satisfaction of whole program.Hope this research can provide some meaningful reference for other e-commerce platforms or customer service center even achieve sustainable development of the ecommerce industry.