直播电商营销服务质量评价指标体系研究

Research on Evaluation Index System for Service Quality of Livestream E-commerce Marketing

本文阐述了现有服务质量评价相关理论,并在充分考虑直播电商营销行业特点和服务质量特性的基础上,从服务资源、服务过程、服务结果三个方面对直播电商营销服务的质量要素进行分析,构建了直播电商营销服务质量评价指标体系,以期为直播电商行业开展服务质量评价提供技术支撑。

This paper expounds the theory of service quality evaluation,on the basis of fully considering the characteristics of the industry and service quality of livestream e-commerce marketing,analyzes the quality factors of livestream e-commerce marketing service from three aspects of service resources,service process and service results,and establishes the evaluation index system for service quality,which will provide technical support for the service quality evaluation of livestream e-commerce industry.