5 Conclusions
With the development of information and communication technology, customers can obtain a large number of new services by Internet [34]. The former studies of customer services is mostly based on the SERVQUAL model, the traditional perceived service quality is mainly establish face-to-face communication between service provider and customer. When we come to online customer services, the perceived service quality is established between the customers and the user interface, so its impact factors are also show different characteristics. According to the characteristics of online service, and the previous studies, we modified the SERVQUAL scale, and get six dimensions (accessibility, reliability, ease-of-use/availability, interactivity, responsiveness/efficiency, security/privacy). We hope to find the perceived service quality of online customers and its influencing factors. This study finds that the six factors have significant positive influence on perceived customer services. And the model also explains 77.483% of perceived customer service quality.
It is worth mentioning that, we have had an addition survey to the acceptance of real time online customer services. The result shows that 700 people who welcome real-time online customer services, accounted for 65.67%, 318 people don’t care about that, accounted for 29.83%, 48 people object to that, accounted for 4.5%. In fact, real-time online customer services can improve the interactivity and responsiveness, and increase the ease-of-use to a certain extent, so it will significantly improve perception level of customer service quality.
