The Research On The Evaluation Model Of The Service Quality Of Mobile Shopping

Mobile shopping is one of the application mobile electronic commerce, and it’s anew product of the Internet and mobile electronic commerce. Service quality is thekey factor to customer satisfaction, loyalty and market share. But at the present stage,the research on mobile shopping service quality evaluation model is still in theexploratory stage, and the evaluation method of mobile shopping service quality hasnot yet formed a unified and recognized standard. The purpose of this paper is tocreate a service quality evaluation model on mobile shopping according to thecharacteristics of mobile shopping.The main results of the research contents of this study include the following:1. Based on SERVQUAL evaluation model, combined with the study of otherscholars, this paper constructed a mobile shopping service quality evaluation model.The model consisted of7dimensions and25items, as far as possible covering the keyfactors that consumers perceiving mobile shopping service quality.2. This paper examined the scientificalness of service quality evaluation model,using literature methods and so on material investigation and study, questionnairesurvey, mathematical statistic, expert interview. After the construction of mobileshopping service quality evaluation model, this paper obtained evaluation datathrough questionnaire. After pre testing, alpha coefficient, CITC value, reliabilityanalysis and validity analysis, it proved that the evaluation model can value theservice quality of mobile shopping effectively.3. By combination weighting method and fuzzy comprehensive evaluationmethod, this paper valued the service quality of mobile shopping and gives advice tohow to improve the quality.The research results showed that the mobile shopping service quality evaluationmodel constructed in this paper is scientific and reasonable, and the evaluation resultsare effectively. The performance of the overall service quality of mobile shopping is“good”, and the performance of “tangibility”,“reliability”,“usability” are “good”, theperformance of “assurance”,“empathy”,“integrity”,“responsibility” are “general”.