Research On Quality Of Service Evaluation In B2C Electronic Commerce Based On QFD

At present, although there have been some evaluation research exploration in the field ofelectronic commerce service quality done by some scholars, the research of the B2C e-commerceservice quality is still insufficient. And most of the research methods are nothing but simply use thepredecessors’ achievements for reference so as to establish the service quality evaluation indicatorssystem. Then verify the rationality of the evaluation indicators system by doing the customer servicequality perception survey, and finally implement the comprehensive evaluation. While these studieshave common defects that there is no approach which is clear and mature and in which they canestablish the service quality evaluation indicators system. And the selection of indicators doesn’tgive serious consideration to the views of customers which results in customers’ demand not met.Those above lead to a final evaluation result with strong subjectivity which can’t reflect thecharacteristics of B2C e-commerce well.This paper introduced quality function deployment (QFD) method to explore a new servicequality evaluation approach which is closer to customers’ demand. Above all, this article acquiredthe customers’ requirements via investigation of a certain well-known B2C e-commerce enterprise’scustomers. These customer demands can be divided into twelve kinds by using affinity diagram. Inorder to cater to the needs of customers, we investigated the customers’ opinions on qualityelements summarized from the literature. Consequently, we can confirm that which quality elementcan meet the customer demands and by the way, we can regard the customer choice probability asthe incidence matrix of quality house. The house of quality is constructed considering thecharacteristics of B2C e-commerce. B2C e-commerce service quality elements and their importance,weights are determined in QFD way. These elements are then considered as the evaluationindicators and divided into five dimensions: reliability, empathy, service efficiency, compensationand safety. The questionnaire of service quality is then designed and136copies of data is collectedin ways: online questionnaire and paper questionnaire. This research does the reliability analysis andvalidity analysis with SPSS so as to validate the internal consistency of the data and the correctnessof the index system. The result shows that the data reliability of this study is high and the B2C e-commerce service quality evaluation index system is reasonable. Lastly, we evaluate the overallservice quality of one electronic business enterprise with grey comprehensive evaluation methodand the results show that the enterprise’s service quality is above the average level. There is still a gap between the service quality level of that company and the highest service quality level. Theresult is consistent to the fact.This paper firstly introduces QFD into the B2C electronic commerce service quality evaluationwhich makes the establishment of evaluation index system more scientific and overcomes the strongsubjectivity of the previous studies.