Research On The Components And The Model Of Customer Service Experience In B2C Shopping Platform

With the development of the B2 C e-commerce,the competition in the online shopping platform is gradually increasing.Customer experience has received extensive attention.Frequent online shopping experiences have made the quality of service provided by the shopping platform valued by consumers.In order to improve the customer experience effect of the shopping platform,it is necessary to study the influencing factors of the customer service experience from the perspective of the service,which has practical significance for improving the service quality of the shopping platform.First of all,through reviewing a large number of documents,the related literatures on the operational mechanism of the B2 C shopping platform,electronic services,electronic service quality,and customer experience is summarized.The deficiencies of customer service experience research is pointed out,which leads to the research focus of this thesis.According to the online shopping process and B2 C platform service process,a customer service experience model was established.On this basis,the influencing factors were explained and the research hypothesis was put forward.Then,the measurement index system is established and the questionnaire is prepared,and valid sample data collected after an online survey.Finally,the statistical analysis software SPSS was used to analyze the reliability and validity of the collected sample data,and the SEM was used to analyze the influence of the variables and verify the research hypothesis.According to the services provided by the B2 C shopping platform,this thesis concludes that the customer service experience is mainly composed of service-perceived experience and service-emotional experience.The service-perceived experience and the service-emotional experience influence each other.And the effect of the service-perceived experience on the service-emotional experience is greater than that of the service-emotional experience on the service-perceived experience.Among the elements of the service-perceived experience,payment security plays the most important role,and customer interaction plays the most important role in the factors affecting the service-emotional experience.