Research On Service Quality Evaluation Of The Third-party E-commerce Platform Based On TQM

With the widespread application of Internet and the rapid development of business applications, e-commerce service industry as the development of China’s emerging industries has aroused public attention. Third-party e-commerce platform (that is, third-party e-commerce enterprises, like Taobao, Tianmao, Dangdang, etc.), especially the third-party electronic trading accounted for nearly80%of the Chinese online shopping market transactions. The third-party electronic trading has already become the main mode of e-commerce. But this way of life gives convenience to people, at the same time, Management and evaluation of online shopping service and the improvement of the quality of service are becoming a focus of attention bottleneck to restrict the third-party e-commerce platform’s development."Total quality management" is an organization’s management philosophy. It is based on management quality, full participation for the purpose of long-term success to achieve customer satisfaction and the interests of all the organization’s members and even society as a whole. According to business practice experience in which the total quality management having been implemented, total quality management plays a gratifying role in improving service quality, producing enormous benefits for the enterprises, indirectly increasing the comprehensive competitiveness of enterprises. This method has been becoming one of the methods competitively used in various industries and enterprises. Total quality management has played a gratifying role in improving the quality, which is to improve a feasible approach for enhancing service quality of e-commerce provides.Therefore, on the basis of related literature of relevant electronic service quality at home and abroad the, combining the theory of total quality management, this paper summed up the related concepts of third-party e-commerce platform service quality, set up its quality evaluation model, built the quality evaluation index system and as certained the key indicators affecting its service quality through factor analysis and structural equation method. And empirical analysis was made by taking TaoBao users as example after the availability of data processing. Service quality evaluation model of third-party e-commerce platform designed in this paper can provide the evaluation clue and tools for the subsequent researchers, and also help service managers engaged in third-party e-commerce platform raise the level of service to retain customers, so this research has important theoretical significance and practical significance.The conclusions and results of this paper were as follows:(1) First of all, the related literature in the respects of service quality evaluation, total quality management, the third-party e-commerce platform, etc. were analyzed and introduced, a detailed study of total quality management implementation at different stages of the process was made, the standard and measurement of each part was established. Based on the previous studies, this paper used the classical model—SERVQUAL of the electronic service quality proposed by marketing experts PZB, integrating the idea of total quality management, giving the concept of service quality of third-party e-commerce platform based on total quality management, putting forward a kind of new service quality evaluation system in third-party e-commerce environment. To a certain extent, it can solve the measurement problem of electronic service quality, and build service quality evaluation index system of the third-party e-commerce platform.(2) According to the constructed index system, the assumption model of service quality evaluation of the third-party e-commerce platform was put forward. By using questionnaire survey, utilizing SPSS18.0software, analyzing the data effectiveness, several larger correlation items through the factor analysis were deleted to eventually form service quality evaluation model of the third-party e-commerce platform, in which including six dimensions,13factors,53items (see Table4-9).(3) Model test was used by structural equation model (SEM) and the conclusion was drawn by AMOS18.0software. TQM implementation, strategic plans have a major effect on service quality in the TQM. The usability of network platform became the key factor of platform characteristics. Through empirical analysis, the key influence factors of service quality, the correlation and the impact strength between factors can be understood, which can then provide reference basis for the service quality measurement and evaluation of the third-party e-commerce platform.