The Study On Genetic-mechanism And Evaluation Of B2B Platform Customer Experience From The Perspective Of Service Chain

The 13th Five-Year Plan promotes rapid development of the domestic SMEs,which makes great demands on the B2B platform.Their demand for personalized service experience is increasing.However,the domestic B2B platform does not currently match with the services demand under the background of Internet Plus.The poor platform services experience results in serious Ioss of customers,it is urgent and.to improve the customer experience(CE)of B2B platform service to reverse the situation and will provide significantly practical value.This thesis conducts the research on the B2B platform customer experience from the perspective of service chain in three points:the genetic-mechanism of the B2B platform CE in service environment,the measure model of B2B platform CE,and the application of the measure model-The main research content is as follows.Firstly,by analyzing the existing literature of CE and the characteristics of B2B platform,this thesis gives the definition of B2B platform CE.The genetic-mechanism of the B2B platform CE is analyzed from the perspective of service chain in terms of service process and service ability.By analyzing the CE from different stages of service process and different degree of services two-dimensional classification model of B2B platform CE is constructed.Secondly,based on information precipitation method and expert interview method,the main influencing factors of B2B platform service experience is analyzed.,rationality and influence factors.By using factor analysis method,the rationality of these main influencing factors is proved.The B2B platform customer experience dimensions is established,which result in confirming the CE evaluation system.Finally,based on group decision theory,the above measure model is used to evaluate and compare the B2B platform CE.The importance of each index of B2B platform CE by using AHP method and expert interview method,the evaluation of a B2B platform CE by using the Fuzzy Comprehensive Evaluation Method.After the application results of measure model,some opinions are proposed to improve B2B platform service.