Research On Strategy Of Improving Service Quality Of D Company’s Cross-border Independent Sites

In recent years,with the increasingly fierce competition,increasing cost of internet traffic and continuous changes in platform rules and restrictions of third-party e-commerce platforms such as Amazon,many sellers have realized that they can not rely too much on the third-party platforms and have tried to transform their businesses into direct-to-consumer model,which has become one of the major business models for cross-border E-commerce.Under such a background,Company D began to develop independent site business in 2021.In the face of fierce market competition,research on service quality improvement is necessary for D company to increase customer satisfaction and improve business performance.This paper uses the literature research method,the questionnaire survey method,the interview research method,and the statistical analysis method to study the following main issues:Firstly,this paper sorts out the relevant literature on e-commerce service quality at home and abroad and summarizes the evaluation indicators often used for E-commerce service quality.Combined with analyzing the service process of D company’s E-commerce platforms,this paper constructs a service quality evaluation scale,which contains 19 indicators in dimensions of usability,security,reliability,responsiveness.Secondly,this paper takes indicators of the service quality scale as the questionnaire items,conducts a pre-survey before the formal survey,and optimizes the questionnaire according to the results.This paper uses SPSS software to carry out reliability and validity tests of the results of the pre-survey and formal survey questionnaires and analyzes the survey data.Thirdly,in order to gain a deeper understanding of the service quality of D company’s E-commerce independent sites,this paper conducts interviews with their management personnel and analyzes the content of the interviews.Fourthly,according to the service quality problems found in questionnaires and interviews,this paper proposes a service quality improvement strategy for D company and relevant safeguard measures to ensure that the strategy can be implemented.Based on the above research,this paper draws the following three basic conclusions:First,the main problems with the service quality of company D’s independent sites are that the convenience for users to obtain information is not good,the protection of user information is not enough,the accuracy of product and inventory descriptions provided by the website is low,the return and exchange service of the website needs to be improved,and the timelines of logistics services also needs to be improved.Second,the service quality improvement strategy mainly includes improving the convenience for users to obtain information,strengthening the protection of user information,improving the accuracy of product descriptions and inventory information,providing reasonable return and exchange services,improving logistics services,etc.Third,the service quality improvement strategy can be safeguarded from the aspects of human power,system,technology,company culture and capital management.This paper constructs research on service quality that is more appropriate for cross-border e-commerce and enriches the research and application of related theories.It can help similar types of small and medium-sized cross-border E-commerce sellers improve their service quality.