An Indian Journal FULL PAPER ABSTRACT KEYWORDS. Trade Science Inc.

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1 [Type text] [Type text] [Type text] ISSN : Volume 1 Issue 14 BoTechnology 214 An Indan Journal FULL PAPER BTAIJ, 1(14), 214 [ ] Research of extenson evaluaton on logstcs servce qualty n B2C electronc commerce Lang Chen Chongqng Technology and Busness Insttute, Chongqng, 452, (CHINA) ABSTRACT Wth popularzaton of computers and smart phones and the fast development of Internet technologes, Electronc Commerce (E-Commerce) has swept people's lves. More and more people are nvolved n E-Commerce, especally when B2C E-Commerce has taken up half the market shares n E-Commerce due to ts outstandng advantages. As the nfluence of E-Commerce on people's lves grows, enterprses are payng more attentons to ther servce qualty, especally logstcs servce qualty whch s of vtal mportance, and therefore, t has become an mportant and effectve strategy for E-Commerce operators to mantan advantageous poston n the competton by mprovng ther logstcs servce qualty. However, there s not any currently prevalng evaluaton standard on logstcs servce qualty n E-Commerce. Ths paper focuses on such evaluaton standard and proposes an evaluaton ndcator system and establshes an evaluaton model on bass of extencs, amng to realze accurate evaluatons on bass of data acqured through nvestgatons. In addton, ths paper takes Tmall as a typcal E- Commerce operator for mult-dmensonal verfcaton of such evaluaton standards. The paper gves a general clue to the currently logstcs servce qualty n current B2C E- Commerce and the prospects of B2C E-Commerce operators. As such, the researches are of practcal values. KEYWORDS Extencs; B2C e-commerce; Logstcs servce qualty; Evaluaton model. Trade Scence Inc.

2 BTAIJ, 1(14) 214 Lang Chen 7887 INTRODUCTION The past ten years, wth fast development of Internet, ndustres on bass of the Internet were growng at extraordnary rate, among whch E-Commerce was the most eye-catchng ndustry, especally the on-lne shoppng has become a most mportant shoppng mode popular among the young generaton. For many consumers, on-lne shoppng has taken up more than a half of ther total shoppng expendtures [1]. Attracted by these opportuntes, operators ncreased ther nvestment n related facltes as well as promoton and advertsng. The B2C (Busness to Consumer) mode has become the core of E- Commerce due to ts outstandng advantages. Along wth the development of B2C E-Commerce, logstcs servce qualty s a great drvng power, however E-Commerce operators are at a loss to dentfy the areas where logstcs servce qualty can be mproved. The reason for ths s that all exstng researches are focused on measurement of servce qualty. For nstance, Zhang Yanyan (213) proposed a quanttatve measurng method on B2C E-Commerce servce qualty [2], and few people were workng on unform evaluaton researches on varous measurng models. Snce the measurng models dffer from one another, the research fndngs were ncomparable. Therefore, t s of great sgnfcance to establsh a unfed evaluaton ndcator system and to buld a unversally applcable evaluaton model. Ths paper makes nnovatve attempts to establsh and verfy such a unversally applcable evaluaton model. INDICATOR SYSTEM FOR B2C E-COMMERCE LOGISTICS SERVICE QUALITY EVALUATION The basc research approaches of extenson and summarzaton are appled throughout ths paper. In addton, the elementary theory and assocaton analyss are used to dentfy the factors havng nfluence on logstcs servce qualty from several aspects and ters, and then such factors are classfed by a certan standard to fnally form the B2C E-Commerce logstcs servce qualty evaluaton ndcators system [3]. (1) Replace the logstcs servce qualty of a B2C E-Commerce n queston by M. (2) Durng the extenson stage, the assocaton analyss s used to deduce, from B2C E- Commerce logstcs servce qualty element M, a subordnate element M whch covers varous aspects n B2C E-Commerce logstcs servce qualty and reflects the nfluencng factors on B2C E-Commerce logstcs servce qualty. The lst of basc factors of B2C E-Commerce logstcs servce qualty s shown as TABLE 1. (3) Durng the summarzaton stage, the subordnate elements are sorted n accordance wth certan requrements and by usng related analyss methods, and fnally sx major groups of factors havng nfluences on the B2C E-Commerce logstcs servce qualty. The ncluson relatons are as shown below Fgure 1: As shown n Fgure 1 above, there are 28 subordnate elements under element M of B2C E- Commerce logstcs servce qualty, whch are summarzed nto sx major groups. In such a way, the nfluencng factors on B2C E-Commerce logstcs servce can be obtaned to fgure out an ndcator system shown as TABLE 2. B2C E-COMMERCE LOGISTICS SERVICE QUALITY EVALUATION MODEL Nonlnear extencs based comprehensve evaluaton method The comprehensve evaluaton nvolves many evaluaton strateges, of whch only the nonlnear extencs based comprehensve evaluaton method s a method establshed on bass of the extencs and can be used to carry out comprehensve evaluaton on a matter, process and method. The evaluaton process s descrbed as Fgure 2.

3 7888 Research of extenson evaluaton on logstcs servce qualty n B2C electronc commerce BTAIJ, 1(14) 214 TABLE 1 : Lst of basc factors of B2C E-Commerce logstcs servce qualty Basc element M Descrpton Basc element M1 M2 M3 M4 M5 Descrpton Quantty ordered Customzaton qualty Response qualty Delvery qualty Devaton response Basc element M11 M12 M13 M14 M15 M16 M21 M22 M23 M24 M241 M242 M243 M25 M26 M27 M31 M32 M33 M34 M41 M42 M43 M44 M45 M51 M52 M53 M54 Descrpton Detals of gudance and nstructons Easy operatng process Precse order processng Tmely order response Order release cycle Complete commodty nformaton Dversfed payment methods Dversfed acceptance methods Dversfed refundng and replacement methods Reasonable delvery cost Logstcs cost Servce cost effcency Refundng and replacement cost No transacton nformaton s dsclosed Personal nformaton s transferred n a safe manner Customzed value added servces Orderng and delvery progress Queston response tmelness Inqury satsfacton Servce atttude n communcaton Agreed delvery tme Accuracy of commodty Intactness of commodty Proper packng Professonal logstcs Complete measures Satsfactory measures Devaton response tmelness Result satsfacton M * M 1 * M 2 * * M 3 M 4 * M * 5 M 6 M11M16M31 M12M21M22M23M51 M13M25M26M42M43M44 M14M15M32M41M53 M 241M242M243 M 27M33M34M45M52M54 Fgure 1 : Influencng factors on B2C E-Commerce logstcs servce qualty

4 BTAIJ, 1(14) 214 Lang Chen 7889 TABLE 2 : Indcator system for B2C E-Commerce logstcs servce qualty evaluaton B2C E-Commerce Logstcs Servce Qualty Transparency Completeness Relablty Tmelness Cost effcency Satsfacton Detals of gudance and nstructons Complete commodty nformaton Orderng and delvery progress Easy operatng process Dversfed payment methods Dversfed acceptance methods Dversfed refundng and replacement methods Complete measures Precse order processng No transacton nformaton s dsclosed Personal nformaton s transferred n a safe manner Accuracy of commodty Intactness of commodty Proper packng Logstcs cost Servce cost effcency Refundng and replacement cost Tmely order response Order release cycle Queston response tmelness Agreed delvery tme Devaton response tmelness Customzed value added servces Inqury satsfacton Servce atttude n communcaton Professonal logstcs Satsfactory measures Result satsfacton Fgure 2 : Evaluaton process by usng nonlnear extencs based comprehensve evaluaton method

5 789 Research of extenson evaluaton on logstcs servce qualty n B2C electronc commerce BTAIJ, 1(14) 214 The nonlnear extencs based comprehensve evaluaton method has many pecular advantages n comparson wth other comprehensve evaluaton methods. For nstance, the calculaton results by usng ths method can accurately evaluate the qualty of such matter-element and change the rank based evaluaton nto accurate quanttatve evaluaton, by whch a clear qualty boundary can be dentfed. Besdes, ths method may be used n dynamc analyss on the matter-element to obtan real-tme evaluaton results. Extencs based B2C e-commerce logstcs servce qualty evaluaton model Snce the B2C E-Commerce logstcs servce qualty nvolves many aspects, when a correlaton functon s establshed on bass of ts core content and the nonlnear extencs based comprehensve evaluaton method s used n analyss, the logstcs servce qualty of any B2C E-Commerce operator can be worked out and t s also possble to make comparsons and rankng on bass of the logstcs servce qualty of several operators 4]. The establshment of an extencs based evaluaton model for B2C E- Commerce logstcs servces should follow the procedures as descrbed below: (1) Matter-element to Be Evaluated In the frst step, n related factors to the B2C E-Commerce logstcs servce qualty are dentfed and there are m operators to be evaluated, then the evaluaton matter-element R can be descrbed as follows: N c1 v 1 c v R N C V N c v m j n cn vn 2 2 = (,, ) = (, j, j) =,( = 1, 2,..., ; = 1,2,..., ) (1) Wheren, N represents the operator to be evaluated, c j represents related factors and v j represents the value of such nfluencng factor. (2) Determnaton of classcal doman and jont doman If logstcs servce qualty of all operators s ranked n1 grade, then the evaluaton matter-element may be descrbed as: Not c1 vot1 Not c1 < aot1, bot1 > c v c < a, b > R = N c v = = t = cn votn cn < aotn, botn > 2 ot 2 2 ot 2 ot 2 ot ( ot,, ot ),( 1, 2,..., l ) (2) Wheren, votj =< aotj, botj > ndcates the value rang of related nfluencng factors c j to N ot when the evaluaton grade s t, whch s known as the classcal doman. In the above-mentoned example, the classcal matter-element and ts smlar matter-element form an extended value range, known as jont doman. Classcal doman and jont doman may be descrbed as: Np c1 vp1 Np c1 < ap 1, bp1 > c2 vp2 c2 < ap2, bp2 > Rp = ( Np, c, vp) = = cn vpn cn < apn, bpn > (3) Wheren, N p ndcates jont doman, vpj =< apj, bpj > ndcates the value range of related nfluencng factors c j to N p whch s known as jont doman. (3) Determnaton of matter-element to be evaluated

6 BTAIJ, 1(14) 214 Lang Chen 7891 In accordance wth the classcal doman and jont doman above determned and data acqured through nvestgaton and statstcs, the matter-element to be evaluated may be expressed as: R P c1 v1 c v cn vn 2 2 = ( P, c, v) = (4) The matter-element of P to be evaluated s ndcated by R; v j ndcates the value range of related nfluencng factors c j to P, whch may be n dot arrangement or n the form of an nterval. (4) Weght Determnaton Most comprehensve analyss n the past adopted subject weghts [5], and snce the personal factors had greater nfluence, n some cases the value obtaned through calculaton devated from actual stuatons. But n ths paper, the nonlnear extencs based comprehensve analyss adopted makes use of correlaton functons to determne such weghts, elmnatng the nterference from personal factors, so t can objectvely reflect the actual stuaton. Besdes, the objectve weghts may be able to change the weght of varous ndcators as such ndcators change [6]. The man procedures are descrbed as follows: 2( v at) a, t + bt v bt at 2 rt ( v, Vt ) =, = 1,2,..., n, t = 1,2,..., l 2( bt v ) a, t + bt v bt at 2 (5) And v V p (jont doman), then: r ( v, V ) = max{ r ( v, V )} tmax t t t t (6) One of the followng formulas should be selected, as cases may be: In the frst case, a greater weght s gven n accordance wth the grade of ndcator C : tmax (1 + rt max ( v, Vt )), rt max ( v, Vt ).5 r = tmax.5, rt max ( v, Vt ) <.5 (7) In the second case, a smaller weght s gven n accordance wth the grade of ndcator C : ( l tmax + 1) (1 + rt max ( v, Vt )), rt max ( v, Vt ).5 r = ( l tmax + 1).5, rt max ( v, Vt ) <.5 (8) In comprehensve consderatons of the two cases, the weght of ndcator C s determned as: λ = r n r = 1 (9) (5) Determnaton of Correlaton Functon

7 7892 Research of extenson evaluaton on logstcs servce qualty n B2C electronc commerce BTAIJ, 1(14) 214 A correlaton functon can objectvely reflect certan property of the matter-element, so t s of great mportance to establsh a correct correlaton functon. When X = ( ab, ), X = (, cd), X ( ab, ), X X, the correlaton functon wthout common endpont s as follows: kx () ρ(, xx, X) ρ(. xx) ρ(, x X) = ρ(, xx, X), x X ρ(. xx) ρ(, x X) + a b, x X (1) When X = ( ab, ), X = (, cd), X ( ab, ), X X, the correlaton functon wth common endpont s as follows: ρ(, xx, X), ρ( x, X) ρ( x, X ) and x X ρ(. xx) ρ(, x X) ρ(, xx, X) kx () =, x X ρ(. xx) ρ(, x X) + a b ρ(, xx, X) 1 ρ( x, X) = ρ( x, X ) and x X a b (11) c+ d d c a+ b b a Wheren, ρ( x, X) = x, ρ( x, X) = x, ρ( x, x, X) The les n the gven nterval, and the left and rght dstance of optmal pont X s: a+ b In the gven nterval, X = ( ab, ), X ( a, ), and the left dstance s 2 a x, x a b x ρ(, x x, X) = ( x a), x < a, x > a x x b, x x (12) When X = a, a x, x< a ρ(,, x ax) = az, x= a x bx, > a (13) Wheren,, a X az = ρ(,, aa X) = a ba, X ( a b), a X and a X (14) a+ b In the gven nterval, X = ( ab, ), X (, b), the rght dstance s 2

8 BTAIJ, 1(14) 214 Lang Chen 7893 a x, x x a x ρ( x, x, X) = ( b x), x < x, b > b x x b, x b (15) When X = b, a x, x< b pr( x, b, X ) = bz, x = b x bx, > b (16) Wheren,, b X bz = ρr(,, b b X) = a b, b X ( a b), b X and b X (17) (6) Calculaton of overall correlaton The overall correlaton of qualty grade t of B2C E-Commerce logstcs servce s: n K ( P) = λ K ( v ) t t = 1 (18) (7) Determnaton of evaluaton grades Accordng to the followng formula, the value of qualty grade t of B2C E-Commerce logstcs servce s: Kt( P) mn Kt( P) Kt ( P) = max K ( P) mn K ( P) t t (19) t* = l t = 1 l t = 1 tk ( P) t K ( P) t (2) Wheren, t* ndcates the evaluaton grade of measured data, f max Kt ( P) ( t = 1,, 2, l), then B2C E-Commerce logstcs servce qualty s rated as grade t; and f max Kt ( P) < ( t = 1, 2,, l), then the qualty grade t s beyond the gven range. APPLICATION RESEARCH The lnear extencs based comprehensve evaluaton analyss s used on logstcs servce qualty of Tmall to delvery addresses n frst-and-second-tered ctes and thrd-and-fourth-tered ctes as well as logstcs servces durng specal occasons such as the "November 11th", and consumer ratng shows that they are bascally satsfed wth logstcs servces of Tmall and the evaluaton results by such analyss bascally conforms to the actual stuatons. Although the comprehensve evaluaton n the above-mentoned three cases conform to the actual stuatons that consumers are bascally satsfed, t can be found from the data durng analyss that the satsfactons of consumers focus on dfferent aspects

9 7894 Research of extenson evaluaton on logstcs servce qualty n B2C electronc commerce BTAIJ, 1(14) 214 n the logstcs servce [7]. The lst of comprehensve correlaton to fve evaluatons ratng on target ndcators s shown as TABLE 3. TABLE 3 : Lst of comprehensve correlaton to fve evaluatons ratng on target ndcators Comprehensve correlaton of matter-element R K ( ) 1 N K ( ) 2 N K ( ) 3 N K ( ) 4 N K ( ) 5 N K ( N 1) K ( N 2) K ( N ) Frstly, t can be found from TABLE 3 that the logstcs servce qualty on specal occasons such as "November 11th and on ordnary days are hghly correlated to grade 4. However the correlaton coeffcent of logstcs servce qualty to specal occasons ncludng the "November 11th" us.6 whch s much smaller than the same correlaton of.2 on ordnary days. Ths means that there s sgnfcant declne of logstcs servce qualty on the "November 11th" resultng lower consumer satsfacton. Accordng to the analyss on nfluencng factors n TABLE 3, t can be found that the man reason for such declne s the dramatc ncrease or order quantty on the "November 11th", resultng n lower servce qualty n terms of order response tmelness, nqury satsfacton, order release cycle, cost effectve of logstcs servce and dversty of refundng and replacement as well as the promptness of order processng and satsfacton of order processng. The B2C E-Commerce operators should mprove ther logstcs servce n the seven aspects durng specal occasons ncludng the "November 11th", so as to generally ncrease ther evaluaton grades. In terms of logstcs servce, B2C E-Commerce operators should cooperaton more actvely wth logstcs servce companes and ensure ther servce qualty through multple channels and to ncrease the consumer satsfacton [8]. Secondly, accordng to TABLE 3, t can be found that the logstcs servce qualty s hghly correlated to the fourth evaluaton factor both when the delvery address s n frst and second ter ctes and when such delvery address s thrd and fourth ter ctes and ther correlaton coeffcents are both.2. However, there s dfference between them on the ffth evaluaton tem whch has the second largest correlaton whch s -.12 n frst and second ter ctes and.1 n thrd and fourth ter ctes. Ths means that the consumer satsfacton s hgher n thrd and fourth ter ctes whle the logstcs servce qualty s actually better n frst and second ter ctes, whch s obvous by analyzng the correlaton of the ndvdual ndcator. The changes n comprehensve correlaton results s attrbuted changes of weghts of nfluencng factors. In frst and second ter ctes, consumers tend to be more demandng on logstcs servce qualty, whle n thrd and fourth ter ctes, consumers are actually more senstve to logstcs servce costs. The dfference of weghts of such ndcators results n such phenomena. Accordng to analyss on nfluencng factors n TABLE 3, t can be found that man nfluencng factors on logstcs servce qualty nclude costs, dversty of payment methods and progress of orderng and delvery, whch has also ndcated the aspects to be mproved by B2C E-Commerce operators. Through the analyss on Tmall logstcs servce qualty by usng the nonlnear extencs based comprehensve evaluaton method, t clearly ndcates the current stuatons of Tmall logstcs servce qualty and ponts out the drectons of future efforts of E-Commerce operatons and also verfed the advantages and objectveness of such method n evaluaton. CONCLUSIONS Ths research s based on the extencs theores and establshes a B2C E-Commerce logstcs servce qualty evaluaton ndcator system and bulds an evaluaton model. Besdes t apples the nonlnear extencs based comprehensve evaluaton methods n the analyss and fnally demonstrates ts practcablty by takng Tmall as an example and also provdes operators wth future drectons on

10 BTAIJ, 1(14) 214 Lang Chen 7895 mprovng ther logstcs servce qualty. The weght method mat stll need more mprovements to make the evaluaton more precse. REFERENCES [1] Zhang Ly, L Fengln; Bref Introducton to Electronc Commerce, Wuhan: Wuhan Unversty Press, (211). [2] Zhang Yanyan; B2C E-Commerce Logstcs Servce Qualty Measurement Model and ts Applcaton, (Master's Thess). Jln: Jln Unversty, (213). [3] Mng-Hsung Hsao; Shoppng Mode Choce: Physcal Store Shoppng Versus E-Shoppng, (212). [4] Xu Yuan; Comments on Related Researches Insde and Outsde Chna on Logstcs Servce Qualty Evaluaton, Logstcs Sc-Tech., 8, (213). [5] Lu Xanfeng, Chen Me; Researches on Logstcs Company Servce Qualty Evaluaton Indcaton System, Logstcs Sc-Tech, 26(2), (212). [6] Tao Hua; Nonlnear Extencs based Comprehensve Evaluaton Method and ts Applcaton to Urban Road Intersecton System and Muncpal Road Qualty Evaluaton. (Master's Thess), Jangsu: Jangsu Unversty, (211).