Research on Consumer Classification and Service Quality Satisfaction of Agricultural Products Based on RFM-SERVQUAL Model

Abstract

At present, the rapid development of e-commerce, effectively identifying the individualized needs of consumers and improving the service experience of consumers is a key factor for e-commerce companies to gain competitive advantage. This paper introduces the RFM model for the first time to study the field of agricultural products e-commerce, and provides new ideas for the consumer segmentation of agricultural products e-commerce platform. Based on the improved SERVQUAL evaluation method, the quality satisfaction of agricultural products online shopping service is studied to explore the agricultural products. Commercial consumers’ personalized service needs to provide practical development strategies.