Research On SERVQUAL Service Quality In The Scene Of Mobile Shopping

With the rapid development of mobile Internet technology and the popularization of mobile terminal equipment,mobile e-commerce,especially mobile shopping,has greatly improved the efficiency of time utilization,provided convenience for people's life,and made mobile online shopping develop rapidly.In the competitive online shopping industry,whether the service quality can be improved through the mobile applications to obtain customer satisfaction is the breakthrough for the online shopping platform to gain competitive advantage and seize market share.However,at present,the research on the evaluation model of service quality in the scene of mobile shopping in China is still in the exploratory stage,and the evaluation of service quality in mobile shopping has not formed a unified and accepted standard.The purpose of this paper is to construct an evaluation model which can effectively evaluate the service quality of mobile online shopping applications according to the characteristics of mobile shopping.This study takes Taobao APP as an example,through empirical research on the overall level of service quality of Taobao mobile application,finds that there is still chance to improve its service quality,especially in terms of assurance and empathy,and puts forward corresponding improvement suggestions on this basis.The evaluation results of Taobao APP verify the validity and scientificity of the mobile shopping application service quality system constructed in this paper.Through expert interviews and questionnaires,this study studied the key factors affecting the service quality of shopping APPs,summarized the evaluation dimensions and constructed the evaluation system of the service quality of mobile shopping APPs.The research also contented the improvement of mobile shopping APPs service quality measurement scale,the construction of evaluation model and evaluation methods.According to the description above,the research process of this paper can be divided into the following three steps:The first step,based on the domestic and overseas existing theoretical research,the concepts and opinions,which are issued by the researchers,of E-commerce,mobile Ecommerce,traditional service quality and E-commerce service quality were summarized in this paper.Based on the analysis of characteristics of mobile online-shopping,the theoretical basis for evaluating the service quality of mobile online-shopping APPs is obtained.The second step is to select the important factors affecting the service quality of mobile shopping APPs,tangibility,reliability,assurance,responsiveness,empathy,as the primary dimension of the evaluation through a small scale of interviews and questionnaires,to filter,refine,explain the indicators,and to use the analytic hierarchy process to analyze the weight and make the evaluation.Third,take Taobao mobile App as an example to verify the service quality evaluation system of mobile shopping.Through the data analysis of the recycled samples,it is concluded that the overall service quality of Taobao APP is at a good level,but there is still room for improvement in assurance and empathy.According to the evaluation results and current situation analysis of each dimension,this study divides the problems into key dimensions and sub-key dimensions,and puts forward some suggestions and strategies to improve service quality of Taobao APP,such as eliminating users' insecurity,meeting users' personalized needs,reducing users' waiting time,improving product quality and information display quality,and building one-stop comprehensive service.The empirical study verifies the validity and scientificity of the service quality evaluation model in mobile shopping scenario.