Assessment Of The Quality Of Service Of Mobile E-commerce-based Customer Perception And Expectations

With the popularity of wireless networks and the popularity of the smartphone,the very rapid development of mobile e-commerce.As a non-face-to-faceservice,the customer’s perception of the quality of their services is to promote one ofthe important factors for the development of mobile e-commerce.Compared with thetraditional e-commerce,mobile e-commerce industry service standards have not yetunified,so the evaluation is still in the exploratory stage of their services.The service is the core of the tertiary industry,the study of the quality of servicehas always been hot.In this paper,the literatre review found that foreign researchresults on the traditional quality of service matures.Research at home and abroad ofmobile e-commerce services is still in its infancy.In this paper,based on combing theliterature of the quality of service at home and abroad to establish a model for the17indicators of the6dimensions of China’s mobile e-commerce service evaluation,Themodel corresponding adjustments to measure dimensions of the traditionalSERVQUAL service to make it more suitable for China’s national conditions.At thesame time,mobile e-commerce service evaluation questionnaire drawn based on theindex system,the questionnaire is divided into two parts,the second part of customerperceptions and expectations of service quality evaluation asked items using5Likertscore.Questionnaire content validity analysis,correlation analysis between thedifferent dimensions,perception and expectation gap analysis,regression analysis andprincipal component analysis.The papers come in the mobile e-commerce servicequality evaluation,affect the degree of importance of customer perceived servicequality dimension,and gives way to improve service and recommendations.