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 Service works on the successful e-commerce

case:Customer service offered by eBay Company

Service is recognised as a very important factor determining success in e-commerce. However, past research has focused only on how to build excellent service in the conduct of business or on to help managers evaluate and improve service. Marketing research has not sufficiently covered service as a foundation of a successful business. Only a few books and journals have stated the essence of service in the conduct of e-commerce. And this study wanted to extract this idea from former research, and took eBay as an example to introduce how the service works in the successful e-commerce.

Given the connection between traditional business and e-commerce, firstly, this study provides a literature review of marketing research papers and concludes that service is a foundation of traditional business. This study then introduces the concept of special service in the context of e-commerce and based on the difference between traditional business and e-commerce. A section on evaluation of e-service, and proposals for its improvement, is also included.

In the second part of this study, eBay, the most successful e-commerce   company in the world, is cited to prove that successful e-commerce delivers excellent service. In the third part of this study, eBay marketing research is used to analyse how service contributes to success of e-commerceand，and it discussed the relationship with e-service, e-satisfied, e-loyalty and e-relationship. The last part of this study provides advice on how to improve e-service.

Chapter 1 Introduction
1.1 Review of this study
1.2 Research background

Chapter 2 Literature review
2.1 Introduction
2.2 What is the service?
2.3 Service in the Marketing Research
2.3.1 Service in Satisfaction
2.3.2 Customer loyalty
2.3.3 Relationship marketing
2.3.4 Service in the Service profit chain
2.4 Service in the e-Commerce Context
2. 4.1 Differences between the E-business and E-commerce
E-business
E-commerce
2.4.2 Benefit for business and customers
2.5 Services in the e-commerce
2.6 SERVQUAL model for dimension of e-service

Chapter 3 Practice of service in eBay
3.1 Introduction
3.2 The background of eBay
3.3 The business process of eBay
3.3.1 The business process in the e-commerce
3.3.2 The business process of eBay
3.4 Service in eBay
3.4.1 Customer service offered by eBay Company
3.4.2 Customer service offered by buyer self on eBay
3.5 Satisfaction survey about eBay’s service
3.6 Conclusion

Chapter 4
How the Service works on the successful e-commerce
4.1 Introduction
4.2 E-satisfaction
4.3 E-loyalty
4.3.1 E-loyalty
4.3.2 Why we need e-loyalty
4.3.3 How to gain the e-loyalty
4.4 E-relationship marketing
4.5 Conclusions
 
Chapter 5
How to improve service in the e-commerce?
5.1 SERVQUAL model
5.2 Electronic customer relationship management (e-CRM)
5.3.1 Different between the CRM and e-CRM
5.3.2 How the e-CRM work in the e-commerce
5.4 Conclusions

Chapter 6 Conclusion and Research limitations
6.1 Conclusion
6.2 Research limitations

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