Research On Quality Evaluation Of B2C E-commerce Website Based On Customer Satisfaction

With the rapid development of the world economy,the popularization of Internet technology and the maturity of its security mechanism make the Internet users rise continuously.Accordingly,the consumers who choose online shopping have also increased dramatically.Comparing with the traditional entity business,B2 C e-commerce has made great progress in recent years by virtue of its richer products,more convenient purchasing channels and the idea of meeting the needs of the public.Facing the increasingly expanding demand oriented customer group,B2 C e-commerce website ushered in another change opportunity.At the same time,the purchase need of online shopping customers is gradually diversifying,and the development of e-commerce has entered a "bottleneck" period.The rough development has not adapted to the needs of the times,and the explosive growth has become a history.The expansion of online shopping customer groups and the diversification of online shopping need also start new requirements and challenges for B2 C e-commerce enterprises.Undoubtedly,these problems require the B2 C business enterprise to take the quality of service as the breakthrough point of sustainable development,find out the problems of service quality,and then improve the quality of service as the center competitiveness of the enterprise.Combined with previous research and theoretical analysis,the research contents and conclusions of this paper are as below: on the one hand,based on the theory of customer satisfaction,fuzzy set theory and intuitionistic fuzzy evaluation,based on the theory of customer satisfaction,the SERVQUAL model is modified,and the customer satisfaction oriented B2 C e-commerce website service quality evaluation theory model is built on the basis of customer satisfaction theory.Starting from the angle of customers,we need to improve the service quality of B2 C e-commerce enterprises.First of all,based on the related literature of the existing B2 C e-commerce website service quality research,the quality evaluation index system of B2 C e-commerce website based on customer satisfaction is established.Comparing and analyzing the service quality evaluation model,we choose the SERVQUAL model to modify and innovate,and use the intuitionistic fuzzy evaluation method to construct the evaluation model of B2 C e-commerce website service quality.This paper takes the LX e-commerce website as an example to carry out an empirical study.Based on seven dimensions of security,reliability,responsiveness,ease of use,empathy,information quality and trust,a questionnaire is designed.Through the investigation and analysis of customers,the dimensions that need to be improved are obtained.On the other hand,considering the specific resources and time budget,based on the idea of PDCA quality continuous improvement and the rational allocation of resources and time for key service quality indicators,the service quality of B2 C e-commerce website is improved efficiently,and the best customers and loyal customers can be won to the maximum.It has important theoretical and practical significance to help the B2 C industry to improve the level of service quality,at the same time,can also provide ideas and methods in improving and optimizing the "Internet plus" under the background of other traditional areas of quality of service for the subsequent researchers.