【作者】 李翔；

【导师】 崔立新；

【作者基本信息】 北京理工大学 ， 管理科学与工程， 2016， 硕士

【摘要】 近年来电子产品销售渠道变化明显,线下经销商模式转变为垂直型或平台型电商模式,这一改变使服务过程更复杂交互方式更多样。目前电子产品B2C电子商务平台服务差异较大且市场竞争激烈,服务质量已成为电子商务平台赢得竞争的关键。首先,本研究将电子产品B2C电子商务服务全过程分为一般服务过程和人机交互过程,分别利用服务蓝图和人机交互流程图描述,并结合根据电子产品B2C电子商务特性通过服务接触和用户体验理论提取服务质量评价指标。其次,通过专家访谈和问卷调查进行指标体系检验,利用SPSS21对问卷数据进行因子分析提取出6个主成分:网站设计、信息质量、系统可靠、订单保证、在线交互和售后补救。建立了包含29个子维度的电子产品B2C电子商务服务质量评价指标体系。再次,通过市场分析和服务内容对比,选取4个市场占有率高且服务差别较大的B2C电子商务平台作为备选方案。综合电子服务质量差距和模糊TOPSIS理论,对方案在各维度的服务质量进行评价,并利用VIKOR等评价方法和敏感性分析检验了方法的有效性和敏感性。最后,评价结果显示服务质量最高的方案为华为。结合方案在各维度上的得分,从信息系统构建和服务补救等角度提出了服务管理建议。在理论方面,为电子商务服务质量指标研究和语言变量的模糊处理提供了新思路,实践方面,构建的指标体系与电子商务平台各服务环节相对应,为服务质量管理和改善提供了依据。更多还原

【Abstract】 In recent years,with the rapid development of e-commerce,the sales channels of electronic products changed significantly.From offline dealer model into vertical or platform based e-commerce model,which makes the service process more complex and interactive.At present,electronic products B2 C e-commerce platform provide different service,service quality has become the key issue to e-commerce platform to win competition.First of all,the whole service process of e-commerce is divided into general process and interactive process,described by service blueprint and flow chart of human-computer interaction.Through service contact and user experience theory to extract service quality evaluation indexes.Secondly,the index system is inspected through expert interviews and investigation,factor analysis by SPSS21 extract 6 principal components: website design,information quality,system reliability,assurance,customer service,online interactive and aftermarket repair.The B2 C e-commerce service quality evaluation index system of electronic products with 29 sub dimensions is established.Thirdly,according to the B2 C ecommerce characteristics and market research of electronic products,4 B2 C e-commerce platforms with high market share and large service differentiation are selected as alternative case.E-service quality gap and fuzzy TOPSIS theory are used to evaluate the service quality of these cases in 29 sub dimensions.The effectiveness and sensitivity of this method is tested by other evaluation methods and sensitivity analysis.Finally,the evaluation results show that the highest quality service platform is HUAWEI.Based on the scores of each dimension,the service management suggestions are put forward.In terms of theory research,this paper provides a new theory of e-commerce service quality index.In practice,the index system corresponding to various service process quite well,provide the basis for service quality management and improvement.更多还原