| With the advance of technology and the popularization of internet application，themarket environment of our country has made great change. The online retailers, as abranch of retailers, is growing up. During the progress of development, the onlineretailers has faced much difficulties. in order to shorten the gap between Chinese onlineretailers and foreign counterparts, meet the changeable customers’ need, and attain thesatisfaction an loyalty of customer with online retailers. at present, the problem thaturgently needed to be solved is how to change the relatively backward networkmarketing concept and improve the service quality.The management scholars are lack of some research on the management of servicequality, and the application research of modern theory about service quality managementin online retail. So in order to study and guide management practice of online retailers, itis necessary to adopt suitable theory or method of service quality management accordingto online retailers characteristics.This article is based on the theory about service quality and customer satisfaction,besides the theoretical achievement their mutual relationship. Combined with the actualcharacteristics and situation of online retailers, the article has taken analysis of the factorson online retailers’ service quality, and built up a logical model to evaluate the customersatisfaction about service quality of online retailers. Then the comprehensive andmulti-level evaluation system about service quality of online retailers has beenestablished. by the way, we have taken Jingdong mall for example to prove the validity ofthe former model. Based on quantitative analysis and qualitative analysis, the article putforward advice about improvement of service quality for Chinese online retailers. Theseare full of theoretical and practical significance for Chinese online retailers to achievefurther development. |
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