A Customer- Centric Service Framework for B2C Website Design: from a Service Computing Perspective

There are more than 123 million web netizens in China, but B2C electronic commerce is still moving at a slow pace, the main problem is that B2C website has not been customized for customercentric service. This paper intends to solve the problem that technology is not in tuned with customercentric service that focusing on the design of websites. This paper presents a customercentric service framework for B2C website design. The framework aims at improving customer satisfaction through customer service process from a service computing viewpoint integrating on-line service with computing pattern. This customer service process is divided into three stages: before purchase, during purchase, and after purchase. Based on the customers’ expectation and satisfaction experience, we analyze and indicate the essential factors at each stage for a well-run electronic commerce website as well as the major technical functions. The paper takes Dangdang and Amazon websites as case studies. We will then use the framework to compare these two websites along the customer service process, and summarize their characteristics at each stage of the customer service process. Research results indicate some differences in the search function, service characteristics, delivery services and logistics level. This framework provides a valuable and efficient approach to customer service centered B2C Website in currently operating in