The Empirical Study On The Impact Of C2C E-commerce Service Quality To The Seller-customer Satisfaction

With the development of electronic commerce, on-line transactions are increasing frequently. Meanwhile, the rapid development of this market has attracted more and more C2C platform operators to join, which makes the competition more intense. As the bridge between the buyer and seller, C2C platforms must attract more sellers to have a shop in the platform, which could provide more choice to buyers and bring in further transactions. Thus seller is one of important factors to the income of the platform. However, operating models of the C2C e-commerce platform are monotonous and easy to be reproduced currently, so emphasizing and improving the quality of service has become an important factor. Only in this way can C2C e-commerce platform gain its core competitiveness. For the above reasons, this paper will have a study on the impact of C2C e-commerce service quality to the seller-customer satisfaction.The reason why we choose Taobao as the main object of the study is that Taobao is not only the first in market share, customer scale, shop-scale but also very high in the user group awareness. As a benchmark, Taobao is very representative.The paper mainly includes three parts. The first part refers to arrange the theory of service quality and customer satisfaction, and establish a kind of study ideal. In second part, this paper mainly analyze C2C e-service's impact on the seller-customer's satisfaction by the method of Empirical Research, concrete steps: Through the arrangement of literature data and user-depth interviews and discussions, we will raise a research model and assumptions of the C2C e-service's impact on the seller-customer's satisfaction, then design a corresponding questionnaire; Through SPSS16.0. we conduct factor analysis, correlation and regression analysis and the whole regression analysis to explore the interrelations among Structural Variables, the relationships between Structural Variables and Observed Variables in order to conclude the C2C e-service's impact on the seller-customer's satisfaction. At last, we will offer the seller-customer satisfaction upgrading strategies or tactics.The main conclusions of this paper are as followings:1. Through the analysis of the model Structural Variables, we get a rank of factors:platform site core function>platform managing system> platform customer service>platform site additional function.2. Through the analyses of the Structural Variables and Observed Variables of the model, we get the corresponding strategic choices of the different C2C e-service parts.To maintain:Ease of use (CF1-CF4), safety, convenience, additional platform functionality, shop fee system, registration system, human and material cost, to ease employment pressureTo improve and enhance:search engines, platform customer service, advertising fee system, credit evaluation system, the average time cost, cultural applicability...