Research On The Improvement Of E-Commerce Service Quality Of Company A

At present,China’s e-commerce industry is in a stage of steady development,and the e-commerce system is becoming more mature.However,in recent years,the growth rate has slowed down,coupled with the impact of the epidemic,resulting in unprecedented difficulties for domestic e-commerce platforms,and the competition between e-commerce businesses is becoming increasingly fierce.If an enterprise wants to maintain its competitive advantage in the e-commerce market,it must improve its service Quality and attract consumers to become loyal customers with high-Quality services,so as to remain invincible.In this study,Tmall stores under Company A are taken as the research object of e-commerce service Quality.Based on a large number of literature studies on service Quality and e-commerce service Quality,and taking e-commerce merchants as the foothold,the evaluation system of e-commerce service Quality has been constructed.Seven dimensions and 31 measurement items of e-commerce service Quality have been determined,and a Questionnaire survey has been conducted.A preliminary scale analysis has been carried out through reliability analysis,validity analysis and descriptive statistics,We learned about the problems of e-commerce service Quality of Company A.At the same time,combined with field interviews,online reviews and store data,the causes of existing problems were analyzed,and measures and suggestions for improving e-commerce service Quality were put forward around seven dimensions.In terms of effectiveness,expand the thinking of art design,readjust the thinking of page design,analyze consumer preferences and set up related sales of goods for operation;In terms of reliability,to strengthen product innovation ability and create product differentiation,businesses should put an end to the single brush evaluation behavior,pay attention to after-sales service awareness,and strengthen staff implementation;In terms of fulfillment dimension,introduce warehousing management talents and professional warehousing software system,optimize logistics and distribution scheme,provide multiple options,improve the integration of warehousing and distribution,provide multi-warehouse delivery efficiency,optimize commodity details page,and highlight value for money;In the dimension of privacy protection,ensure privacy security through network security technology;In the dimension of responsiveness,expand the after-sales service team,formulate after-sales service standards,provide professional training for customer service,and establish a standard system for capacity improvement;In the compensatory dimension,increase the order compensation ratio,strictly control the Quality of goods,and provide diversified compensation schemes to improve customer satisfaction;In the dimension of accessibility,we will increase tangible display,provide personalized packaging design,and enhance the sense of logistics service experience.The evaluation system of e-commerce service quality proposed in this study provides a new way to improve the service quality of e-commerce enterprises.It is also an attempt to use SERVQUAL,E-S-QUAL and their improved models.These achievements can improve the e-commerce service quality for e-commerce enterprises,and further improve the store conversion rate,customer unit price and customer satisfaction.The contents and conclusions of the study have certain value in academic and practical applications.