Customer Demand-oriented Research On The Optimization Of B2C E-commerce Service Quality

With the continued development of world economy, the Internet technology becomes increasingly perfect, network users continued to climb, accordingly, consumers of choosing shopping online are more and more. With the advantage in product quality and service quality, the share of B2C e-commerce in the network shopping market rises sharply, and the B2C e-commerce develops to be the important driver of the network shopping industry gradually. Faced with the growing customers, B2C e-commerce enterprise will also usher in new opportunities for change. With the development of economy, the needs of online shoppers present diversified trend. Pure price advantage can’t satisfy the customers’growing demands. The growth of the online shoppers and the diversity of the customers’demands put forward new requirements and challenges on the B2C e-commerce enterprises. If B2C e-commerce company aims to win the new challenges put forward by the e-commerce market and win a higher industry status in the evolution of new e-commerce pattern, it must be able to meet the diverse demands from customers in the new network trade form. This will inevitably require B2C e-commerce enterprise to develop service quality as a breakthrough point, improve the service quality and promote service quality competitiveness.In the e-commerce industry, service quality is throughout the whole process and any sub-processes will affect the customer satisfaction of online shopping. According to the induction and summary of the existing academic research in the field of e-commerce service quality, the research field is mainly limited to e-commerce service quality evaluation model, the influence factors of e-commerce service quality, the relationship of the e-commerce service quality and the related research variables, which focus on e-commerce theory and qualitative improvement strategy. The research on systematic decision-making method for service quality improvement is still blank. Under the academic background and market demand, we build customer demand-oriented B2C e-commerce service quality optimization theory model, trying to find out the key improvement points in the B2C e-commerce enterprise from the perspective of customer. In addition, it reasonably allocates the resources and time under the resources and time cost constraint for critical service quality indicators. The model can effectively improve the service quality of B2C e-business enterprise.This study constructs a set of B2C e-commerce service quality systematic optimization model based on the theoretical basis and relevant quality models in the field of e-commerce and quality management. The model consists of the identification of the key B2C e-commerce service quality indicators based on QFD and the key B2C e-commerce service quality linear programming model based on HOQ. The two sub models connect with each other, effectively make up for the shortcomings of each other, and can efficiently and accurately realize the service quality improvement in the B2C e-commerce enterprises. The systematic model first uses KJ method, analytic hierarchy process and the KANO model to dig deep into the customer demand. Regarding the customer demand as the breakthrough point, the study inputsthe customer demand information to the QFD model, to realize the transition from customer requirements to the B2C e-commerce service quality indicators, then effectively identifies the key B2C e-commerce service quality indicators. Then the study establishes the key B2C e-commerce service quality linear programming model based on the house of quality, which studys that how to reasonably programme the resources and time under the condition of limited resources and time cost to realize the maximization of customer satisfaction and strengthen the competitiveness of B2C e-commerce enterprise. Finally, the proposed B2C e-commerce service quality optimization model is applied to the H company and the applicability of the theoretical model is verified.This study regards the customer demand as the breakthrough point and digs deep into the customer demand with relevant mathematical theories and quality management methods. Then the follow-up service quality optimization process can be customer-oriented and conveys the voice of the customers, which helps to improve the service quality accurately and efficiently. This study employs the quality management models throughout the service quality improvement process of B2C e-commerce enterprise. This is an attempt to the direction of combination of the quality management field and e-commerce field and makes up for the research gap of systematic decision-making method of service quality in the industry of e-commerce. The proposed service quality optimization model of B2C e-commerce enterprise based on customers provides strong reference value and significance for the B2C e-commerce enterprise.