B2C电商退货服务质量评价研究

Research on B2C E-commerce Return Service Quality Evaluation

为得出合理的电商退货服务质量评价体系,文章借鉴SERVQUAL理论对退货全流程进行分析,得出影响退货服务质量的初始关键因素。然后,针对这些因素设计问卷,并通过因子分析法对问卷结果进行分析,进而得出修正后的评价指标体系,为电商商家提高自身退货服务提供借鉴。最后,依据各因子的权重对电商商家提出几点建议。

In order to get a reasonable e-commerce return service quality evaluation system,this paper uses SERVQUAL theory to analyze the whole process of return service,and then designs a questionnaire based on those initial key factors.The questionnaire results are analyzed by factor analysis method,and then the revised evaluation index system is obtained,which provides references for businesses to improve their return service.Finally,according to the weight of each factor,some suggestions are put forward for e-commerce businesses.