Evaluation of E-service Quality of Chinese B2C online shop: TMall as An Example
With the rapid development of B2C market in China, how to effectively evaluate eservice quality of online shop has become a key factor to enhance competitiveness.As TMall is the largest B2C online mall retailer in China-not only its scale but its operating model has a good representativeness, so we built a hierarchy evaluation index system of e-service quality based on the classic SERVQUAL model for a case study of TMall.Validity and reliability analyses are applied to ensure the index system”s reliability.Finally, rational e-service evaluation was based on the fuzzy comprehensive evaluation which quantified the customer”s perception to e-service quality.In order to help B2C online shops in China develop their e-service and enhance their competitiveness, our research scientifically provides theoretical basis for evaluation and reasonable recommendation for their improvement.
E-service quality Evaluation model B2C TMall Fuzzy comprehensive evaluation
Min Cai Haobo Liu Xindan Cui
School of Management, Hangzhou Dianzi University, Hangzhou, Zhejiang 310018, China
国内会议
杭州
英文
24-32
2014-10-25（万方平台首次上网日期，不代表论文的发表时间）