Research Of E-service Quality Evaluation Model About Network-shops On Taobao Mall

With the development of the Internet, the model of shopping on-line is becoming more andmore popular, because it brings convenience to us, We can get products from all over the country,even all around the world within 24 hours while we are at home. At the same time, the market ofshopping on-line is also becoming more open and wide, and the competition is becoming morefierce than before. Nowadays, customers are increasing familiar with the website, they not only canbrowse the information on the webpage, but also shop around to find the right one. If sellers try toattract customers just by lower prices, but neglect the needs of the customers, customers will turn toother shops on the Internet very easily, that is to say, sellers cannot keep customers forever. In orderto get more and more customers, sellers should have to pay attentions to the e-service quality. Fromthis we can see that e-service quality has becomes the key factor which leads to the success orfailure of the e-business, sellers having good service have good competitive advantage. Currentlythe domestic research about e-service quality is very limited, especially research on shops on thewebsites, and we cannot use the theories abroad directly since we have different culture andbackground, therefore, to build a scientific e-service evaluation model which is suitable for Chinesesituations is meaningful, however, at present, the reality is that different shopping websites havedifferent e-service quality evaluation, so there is a need to establish a unified e-service qualityevaluation, this paper will take TAOBAO MALL, one important branch of the biggest shoppingwebsite in China even in Asia---TAOBAO website as an example, to do research on e-servicequality evaluation model, which is of great theoretical and practical significance.After summarizing a lot of articles, this paper divides e-service quality of TAOBAO MALLinto usability, responsiveness, reliability, transference, security on the basement of the classicSERVQUAL model built by Parasuraman, Zeithaml and Berry, the concrete meanings of the fivefactors are as follows: usability is refers to the friendliness of the website surface , the wonderfullayout including clear pictures and texts, and so on; responsiveness is refers to the timeliness of theservice transmission, stressing that the seller can process the customers’requests, inquiries andcomplains; reliability is refers to high quality goods, good pubic reputation, sound packing;transference is refers to individual service especially; security is refers to the safety of the seller’sservice. This paper carries out a small questionnaire survey signed according to the character ofTAOBAO MALL, which is prepared for the next bigger questionnaire survey. Then, a validity testand a reliability test are taken through the method of factorial analysis combining the character ofTAOBAO MALL. Since we have conducted data-processing to improve the usability, we can builda new e-service quality evaluation model now. This paper determines the weighing of the factors by integrating the fuzzy comprehensive evaluation and Analytic hierarchy process. By means of thecomprehensive method, the new e-service quality evaluation model is built successfully. We willapply this on some specific shops on TAOBAO MALL to do empirical analysis, contrasting theresults to the real situation, we can find that the new e-service quality evaluation model isreasonable, then we can make pointed suggestions for sellers of TAOBAO MALL to improve thequality of e-service. At last, this paper proposes a modified e-service evaluation for TAOBAOMALL referring to the current e-service quality and the practical situation, which will show theperformance of sellers and provide advices for both sellers and customers better in the marketingstrategy field.In practice, the e-service quality evaluation based on SERVQUAL is a start to develop thetools of e-service quality for existing e-business companies, which will help sellers make correctjudgment, understand the shortage, and finally make strategic decisions to keep the customers. Intheory, the new e-service quality evaluation makes contributions for the academic fields, it brings anew sight for researchers to measure the e-service quality about shops on the websites.