Application of EWOM to Service Quality Management of Electronic Commerce

Abstract

Microblog electronic word-of-mouth (eWOM) can reflect service quality issues. This paper focuses on constructing a classification model of microblog eWOMs for business-to-customer (B2C) electronic commerce to classify microblog eWOMs to sub-services in electronic commerce service. Then using sentiment orientation analysis to determine negative eWOMs, we can identify service quality issues in sub-services of B2C electronic commerce service. We use 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. And then we can improve service strategies by using service blueprinting.