Online Marketing Strategy and Service Quality Evaluation System : An E-commerce Perspective

다국어 초록 (Multilingual Abstract)

Electronic commerce is an important industry in modern service industry; it has changed the way of production and consumption patterns. In this paper, we have constructed the evaluation system of e-commerce service quality. In the empirical section, we identified five indicators in the evaluation system as tangibles, reliability, responsiveness, assurance and empathy. At the same time, using the analytic hierarchy process to quantify the evaluation index system of service quality, and then analyze the weight of each index. The result shows that evaluation system will effectively promote the enterprise to control the customer's perception and needs, so as to continuously improve the service quality and competitiveness of enterprises.

목차 (Table of Contents)

• Abstract
• 1. Introduction
• 2. Literature Review
• 2.1. Electronic Commerce Marketing
• 2.2. Customer Participation
• 2.3. E-Commerce Service Quality
• 3. Research Object and Method
• 3.1. Quality Evaluation of the Whole Process of E-Commerce
• 3.2. Evaluation System Index
• 4. Empirical Analysis
• 4.1. Reliability and Validity Test
• 4.2. Service Quality Evaluation System
• 4.3. Service Quality Evaluation Index Weighty
• 5. Conclusion
• Acknowledgements
• References