A Service Quality Evaluation Model and its Application Based on Customer Perception in B2C Companies

This paper is to discuss the B2C e-commerce companies´ service quality evaluation from the entire service process. It puts three process as the first layer indicators. They are human-computer interaction, human-human interaction and purchase results. At the same time it divides into 17 factors as the second layer. This paper collects data from goods comments about Jing dong Mall and Dang dang. Combining the AHP method with those data, we can analyze the various factors of the index and their scores. Through comparative analysis, we can find business problems and provide appropriate recommendations.