Analysis On Service Quality Evaluation System Of B2C Import Cross-border E-commerce Seller

In recent years,cross-border E-commerce platform has developed rapidly in the world and gradually become an important force for various countries to participate in international division of labor and cooperation,promote international trade facilitation and optimize the allocation of global resources.Compared with self-operated cross-border E-commerce,the platform type cross-border E-commerce has been at a disadvantage in controlling and preventing counterfeit and shoddy products.In terms of customer service,platform based cross-border electricity providers are also often difficult to supervise customer service quality due to retail sellers.Consumers often complain about business service attitude.In the way of return,it is difficult to implement the 7 day unwarranted return rules,as the independent cross-border E-commerce retailer operates on the basis of the non-standard operation of the platform type cross-border E-commerce retailer.Based on the above background,we hope to establish a service quality evaluation system for cross-border e-commerce retailers to guide the cross-border E-commerce activities of the retail sellers,and to urge the cross-border E-commerce service providers to improve the quality of service and thus establish the science.Strict service management system will further guide the development of cross-border E-commerce.This paper first reviews the literature on service quality,e-service quality definition,influencing factors and evaluation models at home and abroad.Based on the classic SERVQUAL model of service quality and the characteristics of cross-border import E-commerce,a quality evaluation system for retail sellers of cross-border import E-commerce is initially constructed.By collecting the relevant data of the retail sellers of cross-border import E-commerce in Global Tmall,which are 30 main businesses in the world,the initial evaluation indexes are screened by the minimax deviation method,and the 3 two level indexes are deleted,such as high praise rate,distribution coverage and exchange rate exchange,and the final evaluation system is determined.Using the method of variation coefficient to determine the weight of each index,a model is set up to score the quality of service of the 30 retail sellers,and the results of the ranking are paired with the rank sum test of the comprehensive recommendation of the shop on Global Tmall.The results show that there is no statistical significance between the two,which validates the section of the model established.Learning and reasonableness.Through the model establishment and empirical analysis,this paper draws the following conclusions: the service quality evaluation system of cross-border e-commerce retail sellers is composed of five dimensions: customer service,tangible,reliability,economy and responsiveness.Including social influence,commodity information and other 12 level indicators,and further subdivision into the number of fans,the total number of evaluation,the total number of commodities,commodity recognition,management qualifications,and other 23 two indicators.The influence degree of each dimension on service quality from large to small is: Customer Service > economy > reliability > tangible > responsiveness.The results of the quality of service of 30 retail sellers of Tmall international cross-border e-commerce retailers show that most of the retail sellers in cross-border imports have better scores in the dimension of tangible and responsive dimensions,while the three dimensions of reliability,customer service and economy need to be improved.Therefore,it puts forward four directions in the future of e-commerce retail sellers in cross-border import: resolve disputes in time,increase the proportion of package tax goods,clear the explanation of unjustification for seven days unwarranted return,and try to adopt the delivery mode of bonded import as far as possible.