Research on Elements and Method of Evaluating B2C E-Commerce Service Quality Based on QFD

This paper introduces quality function deployment into the research on the B2C e-commerce service quality evaluation for the corresponding problem that the determination of evaluation elements is not unified and heavily subjective. Above all, the paper defines 12 customer demands including "commodity searching convenience" after inquirying and summarizing customer demands information. Besides, the customers perception of demands' importance is investigated in the research. The weights of the customer demands are equal to the mean value of the demands' importance under the condition that the reliability of the data meets the standards. Secondly, the B2C e-commerce service quality evaluation elements are found according to literature sum-up and customers' suggestion. When the demands are determined, this research takes the service quality elements selecting probabilities as the degree of association between the demands and quality elements in the transition matrix. The paper largely overcomes the subjectivity in the traditional process of determining service quality evaluation elements, and obtains the importance of every element which paves the way for the evaluation.