基于网络口碑的B2C电子商务服务质量管理

摘要

社会化商务环境下网络口碑能够揭示企业服务质量存在的问题,但如何利用网络口碑发现服务流程中存在的不足是服务质量管理的前置问题.本文提出基于网络口碑的B2C电子商务服务质量问题挖掘模型:基于服务即流程的观点,应用服务蓝图法分析B2C电子商务服务总流程,并将B2C电子商务服务分为六个子服务;在此基础上构建网络口碑分类模型以将获取的网络口碑按子服务进行归类,进而运用情感分析识别负面口碑,以发现企业服务过程中存在的问题.本文以当当网为例对模型进行检验,实验结果表明运用该模型能有效地挖掘出企业在服务流程中存在的问题.在确定服务质量问题的基础上,本文进一步提出运用共现分析和服务蓝图法以改进服务流程的策略.%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 commerce service.Leveraging sentiment orientation analysis to determine negative eWOMs,we then identify service quality issues in subservices of B2C electronic commerce service.We take dangdang.com as an example to test the efficiency of the proposed approach.Empirical results show that the proposed method can efficiently locate the problems in the service process.On the basis of determining service quality problems,we further propose a strategy to improve service processes with a co-occurrence analysis and service blueprinting.