Research Of Mobile E-commerce Platform’s Customer Service Quality Evaluation

With the popularity of mobile network and development of mobile devices, mobileonline shopping is rapidly emerging. Mobile online shopping break through the spaceconstraints and improve the utilization of time of traditional online shopping, which providesmore and more convenient services for people in their daily life. In recent years, with thecompetition of mobile online shopping market becoming aggravated, the service qualityproblems have been widely discussed. Customers demand that the quality of the mobilee-commerce should be better. Mobile commerce enterprises hope to improve the quality ofservice to access the customer’s favorite, which in a fierce competition environment.Therefore, this paper will explore shopping service quality evaluation model and method formobile network environment. The scientific conclusions can help providing consumers withreference and provide recommendations for enterprises to the services improvement, and helppromoting the industry standard management to form a competitive environment forsustainable development.Evaluation of mobile network service quality dimensions have a lot of options. Thisstudy proposes an evaluation system of mobile online shopping service quality, including thedevelopment of mobile e-commerce service quality measurement scale, building theevaluation model and designing the evaluation method. We aim to get an effective evaluationscheme, which provides enterprises with a scientific method to evaluate the quality of itsservice, so as to find practical strategies and methods to help improving the competitivenessof the enterprise itself.The research process of this study is divided into the following three stages. In the firststage, based on the existing research both at home and abroad, the author defines servicequality, summarizes traditional service quality evaluation dimensions and systemizes mobilee-commerce features, and then put forward two angles to evaluate the quality of the service:customer perception of platform service quality and customer perception of store servicequality. In the second stage, the author selects the influence factors of service qualityperceived by customers as the primary dimension, refines and explains the measuring metrics,and evaluates service quality in a fuzzy evaluation method. In the third stage, the author usesmobile taobao as a case for validation. According to the evaluation result, the author analyzesthe scientific and effectiveness of the evaluation model proposed, gains methods to improvethe service quality, and provides a basis for enterprises to improve their competitiveness.In this paper, the author finally expounds the contribution in theory and management practice of the research results, and put forward the prospect for further research.