文章基本信息

标题：Online Marketing Strategy and Service Quality Evaluation System: An E-commerce Perspective
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作者：Xiong Hu
期刊名称：International Journal of Smart Home
印刷版ISSN：1975-4094
出版年度：2015
卷号：9
期号：10
页码：223-232
DOI：10.14257/ijsh.2015.9.10.25
出版社：SERSC
摘要：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.
关键词：Marketing Strategy; E-commerce; Service Quality; Evaluation System