Online Service Quality of the B2C e-commerce Companies in China
The measurement of online service quality has become increasing important as the ecommerce companies deliver an expanding array of service through the websites. There are few quantitative studies on the online service quality assessment focused on the market in China, which is one of the developing countries with the highest online population growth. This paper is an attempt to identify the measurement of the online service quality in China, and grey approach is applied to identify the criteria of online service quality assessment. The results could be the guideline for the e-commerce companies in terms of improving their service.