A Study on the Factors Affecting the Service Quality of Online Transactions Based on Association Analysis

Through a comparative study of service quality under the traditional and online contexts, this paper extracted the keywords from the verbal descriptions about service quality of online transactions. Major affecting factors of online transaction service quality were refined by the Correlationbased Feature Selection (CFS) standard, based on 25 impact attributes and 1 decision attribute concerning customer complaints and negative emotions. Simultaneously, the association analysis of Apriori algorithm on data mining produced 10 association rules. Corresponding suggestions and managerial implications from the perspective of service recovery are discussed. Keywords-online transactions; service quality; data mining; association analysis