Research On Customer Satisfaction Improvement Strategy Of Import Cross-border E-commerce Platform Based On Online Reviews

With the development of global e-commerce and consumer demand,more and more domestic consumers are starting to buy products from around the world on import cross-border e-commerce platforms.As the import cross-border e-commerce market continues to grow,these platforms are also faced with the issue of how to further improve customer loyalty and retention rates.Therefore,it is necessary and critical to help import e-commerce platforms develop effective strategies to improve customer satisfaction in order to increase their competitiveness.In addition,an increasing amount of research has shown that online reviews have rich,truthful,and objective information,and their content can help platforms or businesses understand consumers’ shopping experiences.Therefore,this study used customer reviews on skincare products with the highest demand on JD Worldwide,one of the largest cross-border e-commerce platforms in China,as the data source.Firstly,the online review information of the products was crawled and preprocessed.Then,the LDA topic model was used for topic extraction and a satisfaction evaluation index system was constructed.Next,a naive Bayes classifier was employed to conduct sentiment analysis on the comments contained in the evaluation index,obtaining the level of satisfaction of consumers towards each index.Additionally,using multiple linear regression for empirical analysis confirmed the correctness of the chosen evaluation index and the degree to which each evaluation index affects customer satisfaction.Finally,based on the IPA quadrant analysis and the comparison of satisfaction evaluation indexes at home and abroad,the priority for improving the customer satisfaction evaluation index of each import e-commerce platform was determined,as well as the strengths and weaknesses of e-commerce platforms selling domestic products in comparison.This study identified the customer satisfaction evaluation indexes for import cross-border e-commerce platforms,including product material,product appearance,product efficacy,perceived value of rights,perceived economic value,logistics service,and customer service.Based on the satisfaction level of customers on these indexes,and through IPA analysis and comparative analysis,the following improvement suggestions for import cross-border e-commerce platforms are proposed: Firstly,to improve the quality of products,import e-commerce platforms need to establish strict product review mechanisms,select high-quality suppliers and brands,and establish a sound manufacturer product quality assessment system.Secondly,to enhance perceived value,import e-commerce platforms should strengthen the marketing efforts for the current platform’s star product brands,conduct platform brand promotions and discount activities in a timely manner,and provide more personalized product customization services to consumers.Finally,to improve the quality of platform services,platforms should further improve the timeliness of logistics information feedback,establish an efficient and stable overseas warehouse storage and management system,and establish a merchant credit rating system based on user feedback.