The Study On Comprehensive Evaluation Of Service Quality Of B2C E-commerce Enterprises Based On Service Blueprint

With the rapid development of the Internet economy in today's world,the development of the e-commerce market in China is increasingly prosperous.B2C e-commerce enterprises occupy a relatively large market share in the e-commerce sector,and their development momentum is relatively strong.Despite the rapid development of B2C e-commerce enterprises,the competition among enterprises has become increasingly fierce,and they have entered service battles from the initial price war.The issue of enterprise service quality has been increasingly put on the agenda and has become an important factor restricting the development of B2C e-commerce enterprises.Therefore,this paper studies the service quality of B2C e-commerce enterprises,timely understands the influencing factors of B2C e-commerce business service quality,finds out the existing problems and areas to be improved,and promotes the sustainable and healthy development of B2C e-commerce enterprises.This paper elaborates the existing service quality model,summarizes the relevant theories of service blueprints,and summarizes the concepts and features of B2C e-commerce enterprises.From the perspective of service process,it deeply discusses the influencing factors of B2C e-commerce business service quality,constructs evaluation indicators,and evaluates the service quality of B2C e-commerce business.Different from the previous concept of the enterprise,as a general and static concept,this paper dynamically analyzes and studies the service quality of B2C e-commerce enterprises from the perspective of service process,and overcomes the limitations of the past.The main works of this paper are as follows.First of all,it mainly overviews service quality,defines the B2C e-commerce enterprises,analyzes the B2C e-business operation modes,characteristics and types,and systematically reviews the e-commerce enterprises' service quality models and service blueprint theory.This paper draws the service blueprint based on B2C e-commerce enterprises' service process,identifies three principal parts to evaluate the B2C e-commerce enterprises' service quality,which includes B2C online retailers,shopping website and logistics entreprises,as well as seven dimensions of B2C e-commerce enterprises' service quality evaluation,which includes the design of shopping website,the selection of goods,customer support,placing orders,transaction payment,logistics and after-sales service.Based on this,a small-scale questionnaire survey was used to identify the key factors and construct a preliminary evaluation index system from the perspective of customer perception.Secondly,a questionnaire was designed based on the indicators in the evaluation index system to conduct questionnaire surveys for customers who have B2C shopping experience.SPSS19.0 statistical software was used to conduct descriptive statistics,reliability analysis,validity analysis and factor analysis to verify the rationality of B2C e-commerce enterprise service quality conceptual model,thus getting a scientific and reasonable evaluation index system.Finally,the path coefficients obtained by the structural equation are objective weights,and the weights obtained by the expert group decision-making AHP method are subjective weights,then the two are weighted and averaged to obtain the comprehensive weight of the B2C e-commerce business service quality evaluation index,and the comprehensive evaluation model of service quality for B2C e-commerce enterprises is constructed.Jingdong Mall is taken as an example to conduct comprehensive evaluation and analysis.To a certain extent,the evaluation results reflect the service quality of Jingdong Mall,improve the insufficiency of service quality,and provide some reference to improve service quality of other B2C e-commerce enterprises.