Investigation And Research On Service Quality Of E-commerce Platform Of ICBC

In recent years,E-commerce had entered thousands of households,become a new choice for shopping and consumption with the rapid development and popularization of internet technology.Meanwhile,these internet E-commerce enterprises entered the financial sector one after another,the traditional banks dominance was under threat,their profits were gradually eroded.At this timing,the banks were initiating change.The development of E-commerce was these active expansion of customers,seeking new profit growth point of the important layout.Because the bank E-commerce platform started relatively late compared to traditional E-commerce platform,its service quality was still to be improved.It is extremely urgent to conduct the research of service quality of bank E-commerce platform,in order to promote its service quality.There was already formed a relatively compete theory of research in the research field of service quality of E-commerce platform.However,the former researches mostly focused on the traditional E-commerce platform,such as "Jingdong" and "Taobao",etc.,there was lack of the researches on the service quality of bank E-commerce platform.There were a lot of deference on scale,operation mode,range of customer,payment,etc.between bank E-commerce platform and traditional E-commerce platform.Therefore,the evaluation system of traditional E-commerce platform cannot be used on the bank E-commerce platform.In this paper,the 5-gap mode of service quality was used to evaluate and analyze the overall conditions of ICBC E-commerce platform.First the problem and purpose of the research were raised.Then the relevant research literatures were concluded and summarized,in order to identify the research mode that match to this study.The base model was corrected and improved by combining with the characteristic of bank E-commerce platform.The initial questionnaire was set.The initial questionnaire was amended after interview survey,and then the formal questionnaire was enacted.After questionnaire,the results were collected,sorted and analyses,in order to obtain the conclusion of this study.Finally,the following conclusions were drawn:first of all,the service quality of E-commerce of ICBC on "reliability","Website design and aesthetics","Security and privacy","caring" and "relatedness" both did not meet customer expectations.Secondly,the gap of service quality on five dimensions were different.The gap of service quality on "relatedness" dimension was minimum of these five dimensions.The next dimension is "Security and privacy",the other dimensions were "caring","reliability" and "Website design and aesthetics".This results indicated that there was a great gap on service quality of ICBC E-commerce platform in personalized service,logistics,website interactivity and customer experience.This paper made the evaluation of bank E-commerce being factual basis by building a comprehensive evaluation system of bank E-commerce platform service quality.Meanwhile,this paper provided a strategic basis for improving customer satisfaction and optimizing service quality.This paper also ley the foundation for improving the service quality of bank E-commerce platform.It was hoped that this research can provide some reference for the development of bank E-commerce platform.