B2c E-commerce Service Quality Evaluation Of The Impact Study Of The Factors

In 21st century, the net-economy represented by E-commerce is changing people's life, work and study style. As a new commercial platform, E-commerce is making traditional commercial form have revolutionary change. At the same time, service quality problem appears. Thus, management on service quality of E-commerce is being emphasized more and more by enterprises and academic circle. How to evaluate service quality of E-commence is a subject for enterprise and academic circle.Based on extensive related reseach at domestic and abraod, and takes B2C E-commerce as its object, this thesis has concluded that there are 7 dimensions of service quality evaluation of E-commerce. They are Safety of transaction, Reliability, Tangibility, Responsiveness, Service complexity, Empathy, Remedy and specific evaluation index of each element. At the same time, this thesis has made questionnaires about service quality of B2C E-commerce based on 7-grade Likert scale. Besides, this thesis has made questionnaires for a domestic well-known E-commerce website. Analysis on credibility, validity, relativity, regression and main ingredient has been made on 185 effective questionnaires by SPSS 17.0 statistic software. They have examined the effect of seven dimensions, relation between evaluation index and service quality felt by customers.This thesis has made service quality evaluation model of B2C E-commerce. This model is different from traditional ones. It represents general characteristics and combined uniqueness of B2C e-commerce. It will be used as a source of reference in future. This thesis revealed that Reliability, Responsiveness and Service complexity are the key elements of customers'feel about service quality of B2C E-commerce. It reelects customers'understanding and expectation on dimension index of Empathy, influence degree of the index on service quality felt by customers in E-commerce. It explains that Tangibility is just a normal element, reveals customer's understanding and expectation about Safety of transaction. It helps companies to make it clear that trade security is an important element which customers care. At last, this thesis made some suggestions on improving service quality under traditional circumstances, compared embodiments of 7 dimensions under traditional and E-commerce circumstances.