Research On E-service Quality Evaluation Of TMALL

Following the widespread of the Internet and advances in information technology to promote the e-commerce development,online shopping has been a habit of people's lives and leads big changes to companies and economy.Preferred by many businesses and consumers for its convenience and low cost,online-shopping develops quickly but also brought a lot of problems at the same time.For example: fake goods,poor quality,slow logistics,after-sales service and transaction security.Special environment and changing consumption concept of customers has put forward higher requirements for the quality of service and became a huge obstacle to further development of enterprises..Businesses are realizing that: only by improving the user experience and service quality constantly,can they seize the customers firmly.This article aims to study e-service quality evaluation system of Tmall in-depth and establish an e-service quality evaluation model on the basis of ummarizing a lot of articles and detailed questionnaire surveys.It will build an evaluation system includes nineteen measurement indicators for usability,reactivity,empathy,reliability,safety,by questionnaires,SPSS 21.0 software for data analysis and testing.Then,the analytic hierarchy process(AHP)and fuzzy comprehensive evaluation method will be used to analyze the service quality of one store in Tmall.The empirical result shows that: this shop privides a high level of electronic service quality for customers especially in usability,reliability and security,but owns a larger room and potential for further improvement in reactivity and empathy.Finally,this paper will raise reasonable proposals to enhance service quality from three aspects: evaluation system,businesses,and platform of Tmall.On the basis of research on the combination of customer needs and the actual situation,this paper will be to build an e-commerce business customer perceived service quality evaluation system,to establish both of the feasibility and effectiveness of service quality measurement scale,to provide an effective tool to diagnosis and improve the service quality of Tmall e-commerce businesses,to find out the weak link of business services,and put forward the improvement proposal,which have certain value of innovation and implication to the existing theories.