Application of Electronic Word-of-Mouth to Service Quality Management of B2C Electronic Commerce

Abstract

Abstract:

In a social commerce environment, microblog electronic word-of-mouth (eWOM) can express service quality issues. But how to apply eWOMs to discover the deficiency in service process is an antecedent issue. In this paper, we construct classification model of microblog eWOMs for business-to-customer (B2C) electronic commerce to classify microblog eWOMs by sub-services in electronic com-merce service. Leveraging sentiment orientation analysis to determine negative eWOMs, we then identify service quality issues in sub-services of B2C electronic commerce service. We take dangdang.com as an example to test the efficiency of the proposed approach. Em-pirical results show that the proposed method can efficiently locate the problems in the service process. On the basis of determining serv-ice quality problems, we further propose a strategy to improve service processes with a co-occurrence analysis and service blueprinting.

Key words: electronic word-of-mouth, service quality, electronic commerce, electronic commerce service, service blueprinting

Zuo Wenming, Chen Huaqiong, Zhang Zhenpeng. Application of Electronic Word-of-Mouth to Service Quality Management of B2C Electronic Commerce[J]. , 2018, 30(2): 94-106.

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