Research On The Service Quality Evaluation Of O2O E-Commerce Furniture Enterprises

Group-buying is the earliest O2Omodel.With the constant emergence of group-buying problems,group-buying began to ebb in 2012.As a result,group-buying enterprises not only began to transform into local life services,but also began to penetrate into other subdivided industries,such as the furniture industry.From the initial penetration of furniture enterprises into O2O model in 2012 to the current continuous penetration.Furniture enterprises have developed rapidly.With the continuous penetration and rapid development of model furniture enterprises,there are also many problems in O2O model furniture enterprises.For example,serious homogenization of goods and services;User viscosity is insufficient.Based on this,this article from the perspective of customer perception of O2O mode of furniture enterprises to study the quality of service,thus improve the furniture enterprise's competitive advantage in service,enables the enterprise to survive in the fierce market competition and development.At the same time,for the e-commerce market,service quality itself is a differentiation strategy.With the continuous expansion of network user groups,users will pay more and more attention to service quality.Service quality is also the most important factor that directly affects user satisfaction and purchase intention,which can improve user stickiness to a certain extent.Therefore,it is very important for O2O mode furniture enterprises to evaluate and study their service quality.Papers on related literature,the concept,theoretical basis and O2O pattern furniture enterprise general situation of carding and analysis,at the same time reference SERVQUAL scale,eTailQ scale,E-S-QUAL&E-recS-QUA scale and other scholar's research,determined based on the quality of online service quality,offline service two dimensions of O2O initial evaluation index and scale pattern furniture enterprise service quality.The dimensions of online service quality include platform quality,reliability,information content,security and privacy,and pleasure.Offline service quality includes four primary indexes:substantiality,customer service,logistics distribution and compensation.In this paper,the first round of screening of the initial questionnaire was conducted by the way of expert scoring,and the second round of screening of the questionnaire was conducted by the prediction test.Finally,the evaluation system of service quality of O2O furniture enterprises covering 2 dimensions,7 first-level evaluation indexes and 21 second-level indexes was determined.In the fourth chapter,the author makes an empirical study on the service quality evaluation system of O2O furniture enterprises.From the perspective of customer perception,using the data from the questionnaire survey analysis,factor analysis,reliability and validity of the normalized processing,and then USES the regression coefficient of O2O pattern furniture enterprise service quality evaluation index weight calculation,and then to a detailed analysis of each index,comprehensive evaluation of O2O furniture enterprise service quality.Based on the analysis of the empirical results of service quality of O2O furniture enterprises,this paper puts forward the countermeasures to improve the service quality of O2O furniture enterprises from two aspects:online service quality and offline service quality.