Research On Service Quality Of Cross-Border E-Commerce Based On Online Reviews

In the 21 st century,with the rapid rise of the Internet and big data technology,e-commerce industry ushered in a golden age of development.With the continuous upgrading of the consumption structure,cross-border e-commerce has ushered in a period of rapid development.At the same time,some difficult problems have gradually emerged,such as: the third-party platform payment fee is high,the cross-border transaction capital turnover speed is slow,and the payment security is difficult to guarantee;International logistics delivery time is long,high freight,difficult to return or replace goods,parcel loss can not determine the responsibility;Taxable items and transactions are difficult to determine,tax information is difficult to obtain,tax evasion in small-scale trade cannot be prevented,and there are technical obstacles in tax monitoring.Among them,logistics,as one of the most important links in the whole cross-border e-commerce trade,logistics service quality has a crucial impact on consumer satisfaction,and is also one of the keys to solve the problems of cross-border e-commerce.Based on the above background,this paper takes Tmall International import supermarket as the empirical research object and commodity online reviews as the data base to carry out the following studies:(1)The initial index system is constructed by combining the traditional SERVQUAL model,LSQ model and cross-border e-commerce logistics.(2)Data acquisition and data cleaning techniques were used to complete the pre-processing of 43,958 online commodity evaluation data,and the keywords of logistics service quality were extracted according to word frequency.(3)According to the actual extraction results of logistics service quality keywords,the initial index system is adjusted and improved to determine the evaluation index system of cross-border e-commerce logistics service quality.Then the logistics keywords and system indicators are matched,and the data are summarized and sorted out.(4)The combined weighting method of AHP-entropy weight method is used to assign weights to dimensions and indicators.(5)Then,the evaluation score of each dimension and index of the evaluation system of logistics service quality is calculated through the emotional dictionary score and combined with the corresponding weight of each dimension index.(6)Based on the quad graph model,the problems existing in the logistics service quality of Tmall International import supermarket were excavated,and the management strategy of logistics service quality optimization was proposed to promote the positive and healthy development of the cross-border e-commerce platform.The research results show that Tmall International import supermarket has achieved good results in the indicators of goods quality,service attitude and logistics speed,which are relatively high in consumer concern,and consumers give high evaluation.The platform should strive to maintain its advantages.In addition,after-sales service is its weak link,which is also highly valued by consumers.The platform should tilt more resources in this aspect,improve it and increase its competitiveness.In the end,some suggestions are also provided for the analysis results.The research conclusion of this paper is of certain value for cross-border e-commerce platforms to improve their own logistics service quality,and also provides certain reference significance for future research on logistics service quality.