基于网络口碑数据挖掘的电子商务物流服务质量问题

Research on E-commerce Logistics Service Quality Problem Based on Electronic Word-of-Mouth Data Mining

大数据时代,随着电子商务的发展,物流服务需求快速增长。然而,频频出现的物流服务质量问题给消费者和企业造成了极大困扰,物流服务质量优劣成为影响企业竞争成败的关键因素。网络口碑作为重要的顾客反馈渠道,是发掘企业物流服务质量问题的一条重要途径。可基于用户感知视角,从海量网络口碑大数据中识别并分析存在的服务质量问题进而找到解决方法,推动物流服务创新,提高服务质量和生产率。以企业对消费者(B2C)模式的家具企业为例,根据服务等同于流程的观点,构建并检测基于网络口碑的电子商务物流服务质量问题发掘模型,采用服务蓝图法和自然语言处理及社会网络分析工具分析B2C电子商务服务整个流程以及物流服务与其他服务的关系,识别导致物流服务失误的关键问题,发现品牌企业物流服务质量问题主要涉及可靠性、响应性、安全性、礼仪与移情性问题,而发货、运输、配送安装以及沟通中存在的物流服务质量问题的解决以及物流服务的改进,需要从服务补救、服务流程再造、需求与生产能力平衡以及员工管理等四个方面着手进行。具体来讲,从服务补救角度看,应积极主动提供有效的服务补救,理想状态是在顾客抱怨产生前就给予补救;从服务流程再造角度看,应与利益相关者协同管理,利用大数据信息系统定位失误点、预测销售数据并优化传统物流服务流程,实现企业管理的信息化、智能化及数据驱动创新;从需求与生产能力角度看,应针对热销季、节假日及大型促销等爆发性需求,借助价格、配送、沟通等方面的营销管理手段调控用户需求使之与供给能力平衡,同时根据产品特点制定有针对性的物流服务质量标准,管理顾客预期,使物流服务质量达到甚至超过消费者期望;从员工管理角度看,应面向配送安装、售后服务等一线人员提供良好培训并给予充分授权,以更加有效地解决顾客问题。

In the era of big data,with the development of e-commerce,demand on logistic service has been increased rapidly.While problems with quality of logistic service bring consumers and enterprises with significant trouble;and quality of logistic service has become one of the important factors having impact on related enterprises’success.Electronic Word-of-Mouth(e-WOM)has become a significant channel of consumer feedback,and enterprise can dig logistic service quality problem from E-WOM.Based on users’perception,the authors explore the method of recognizing,analyzing and solving logistic service quality problem from e-WOM to promote innovation in logistic service,and improve the quality and productivity.Take the case of B2C furniture,the authors propose the problem exploration model of B2C e-commerce logistic service quality base on e-WOM,carry out analysis on the process of B2C e-commerce by Blueprint,NLP and Social Network Analysis,and on the relationship between logistic service and other services,and identify the key problems in logistic service failure.It is found that quality related problems with brand enterprises include problems in reliability,responsiveness,safety,protocol,and empathy;and countermeasures for quality related problems in delivery,transportation,distribution,setup,and communication should be based on service recovery,process redesigning,balancing demand and capacity,and managing people for service.