Research On The Evaluation Index System Of Platform-based Cross-border Import Retail E-commerce Service Quality

In recent years,global cross-border e-commerce transactions have achieved rapid growth with the help of cross-border e-commerce platforms,which has changed the current form of international trade and gradually evolved into the participation of countries in the world in the global division of labor and collaboration,and optimization of international trade processes and resource allocation.Different from the self-operated cross-border e-commerce that strictly controls the source of the goods and the transaction process and the whole process of supervision,the strict control of the quality of the goods and the whole process of the transaction process has always been criticized by the platform-type cross-border e-commerce.In terms of customer service quality,platform-based cross-border e-commerce lacks the review and supervision of the qualifications of settled merchants.Merchant customer service often fails or fails to provide effective problem solutions for customers;it is also difficult to implement self-operated Border e-commerce supports the policy of seven-day unreasonable return and fifteen-day unreasonable exchange.In addition,compared with the traditional service model,network channel services are usually completed by both parties non-face-to-face through the Internet online,on the one hand,it shows that the network channel service has changed the means of the current service,the form of service,etc.,on the other hand,it also shows The emergence of network channel services increases the difficulty of service provision and improves the service failure rate.Therefore,this study aims to establish a scientific and reasonable platform-type cross-border import retail e-commerce service quality evaluation index system,with a view to better standardize the platform-type cross-border e-commerce platform and the service standards of merchants on the platform,and improve its Service quality provides reference and guidance for the development of cross-border e-commerce enterprises and improves the service level of the entire cross-border e-commerce industry.This paper summarizes relevant research literatures such as influencing factors,evaluation indicators,and service quality evaluation models of cross-border retail e-commerce service quality.Combining PZB's SERVQUAL service quality model and the unique characteristics of cross-border e-commerce,the service quality evaluation index framework of this study is initially determined.And selected six platform-type cross-border imported retail e-commerce platforms of Tmall International,Haitun Global,Yangpu,Suning International,Baby Tree,NetEase as the data source,and used the minimum and maximum deviation method to eliminate through quantitative data Irrespective of the impact of indicators,the three indicators of logistics coverage,exchange rate exchange,and late compensation must be eliminated,and a service quality evaluation indicator system containing 27 secondary indicators should be established.Then determine the coefficient of variation of each indicator based on the average and standard deviation of each indicator,and then determine the weight of each indicator,build a model and score the service quality of the five platforms' cross-border e-commerce platforms,and rank the results with Consumers conducted a comparison and non-parametric test on the satisfaction of cross-border e-commerce platforms,and concluded that the difference between the two was not statistically significant,supporting the feasibility of the service quality evaluation system established by this institute.This article draws the following conclusions: Platform-based cross-border import retail e-commerce service quality evaluation system consists of five dimensions:tangibility,reliability,economy,customer service,and responsiveness.Including 14first-level indicators such as after-sales speed and cross-border logistics speed,and further refined into 27 second-level indicators such as order response speed and logistics liquidity.The impact of five dimensions on the evaluation indicators of service quality is: reliability> responsiveness> customer service> tangibility>economy.Through the research of various dimensions,with the change of consumption concept,tax exemption and free shipping are no longer the main objects pursued by consumers,but reliability,responsiveness,and customer service have become the focus of the platform,so the following five suggestions are proposed:Create a safe and reliable trading environment;clarify the rules for the return of goods;improve the responsiveness of platform orders;improve the customer service ofplatforms and merchants;regulate cross-border retail import e-commerce industry.