SERVQUAL Based Online Store E-Commerce Service Quality Evaluation Model

Currently, research on the evaluation of Network Mall e-commerce service quality in China is still in its early stages, and related research is mainly focused on e-commerce platforms, while there is relatively little research on e-commerce platforms. This article intends to take Taobao Mall as a case study, compare and study various existing evaluation models, and construct a multi factor evaluation model for Taobao e-commerce platform, in order to provide better services for Taobao Mall. This can help merchants evaluate their service quality, analyze the identified shortcomings, and provide strategies to improve the service quality of the Taobao e-commerce platform, so that merchants can better provide high-quality services to customers. In 2020, the sales scale of B2C (Business to Customer) e-commerce was 2.71 billion yuan, and the transaction scale of C2C (Customer to Customer) e-commerce was 4.73 billion yuan. This article helps to enhance the brand image of merchants, gain sustained competitive advantages, and thereby enhance the profitability of enterprises.