网络营销手段与顾客满意、顾客忠诚关系研究

发布时间：2018-01-23 02:16

本文关键词： B2C网上商店网络营销手段顾客满意顾客忠诚　出处：《广东工业大学》2012年硕士论文　论文类型：学位论文

【摘要】：互联网的蓬勃发展造就了电子商务在全球的广泛应用。随着信息技术的不断进步以及消费者对互联网的熟知程度进一步提高,各种电子商务应用模式应运而生。近几年,我国的B2C网上商店空前发展。庞大的网络用户形成了巨大的消费群体,让网络营销逐渐成为企业营销战略的重要组成部分。B2C网上商店通过网络营销手段可以方便的和顾客进行沟通,顾客也可以通过网络营销平台实现和B2C网上商店的信息互动,直接获取相关的信息,随时反馈意见和建议,这样既能帮助B2C网上商店完善售后服务体系,还能为B2C网上商店准确分析顾客构成、提供制定市场营销策略的信息来源。网络营销手段已经成为B2C网上商店与顾客沟通和交流的重要途径。但是,笔者在对网络营销文献进行梳理时发现,很少学者把B2C网上商店网络营销手段结合顾客满意和顾客忠诚进行研究,而顾客作为B2C网上商店的最重要的资源,维持与顾客之间的长期关系、最大化的实现顾客满意和顾客忠诚,与B2C网上商店的可持续发展息息相关。因此,本文选取了B2C网上商店网络营销手段对顾客满意和顾客忠诚的影响作为主要的研究方向。本文通过对网络营销、顾客满意、顾客忠诚等研究文献进行回顾,提出网络营销手段对顾客满意与顾客忠诚的调节模型,基于模型之上提出本文的研究假设,并对假设中的研究变量进行操作性定义与衡量,依据变量的操作性定义与衡量设计出调查问卷,并对问卷进行试调查,明确抽样设计与问卷收集方法,利用SPSS统计软件对问卷调研数据进行信度和效度分析、相关分析、回归分析等,得出B2C网上商店网络营销手段均会对顾客满意和顾客忠诚产生正面的影响效果,并提出相关营销建议,在最后的结论部分探讨与总结实证结果,阐明本文研究的不足以及后续的研究方向。本研究的创新点主要体现在以下两个方面：第一是将新颖的网络营销手段引入到对顾客满意和顾客忠诚的研究当中,将网络营销、顾客满意和顾客忠诚三个热点研究进行了整合,研究角度比较新颖；第二是提出了B2C网上商店的网络营销手段对顾客满意和顾客忠诚的影响模型和假设,并用实证分析的方法验证假设的结果,在得出假设结果均为正向影响的基础上,提出了相关建议和方法为B2C网上商店开展网络营销活动提供参考,同时,也对B2C网上商店如何通过网络营销手段实现顾客满意和顾客忠诚提供了相关建议。
[Abstract]:The rapid development of the Internet has created a wide application of e-commerce in the world. With the advances in information technology and consumers are more familiar with the Internet, e-commerce application model came into being. In recent years, China's B2C online store. The unprecedented development of the vast network of users formed a huge consumer groups, make the network marketing the enterprise marketing strategy has gradually become an important part of the.B2C online store through the network marketing tools can easily communicate with customer information, customer interaction can also through the network marketing platform and B2C online store, direct access to relevant information, feedback and suggestions at any time, so as to help improve the B2C online store customer service service system also, for the B2C online store provides accurate analysis of customer composition, marketing strategy of network marketing in the sources of information. Section B2C has become an important way of online stores and customer communication and exchange. However, the author found in the sort of network marketing literature, few scholars take the B2C online store network marketing means with customer satisfaction and customer loyalty of customers as the most important resource in the B2C online store, to maintain long-term relationships with customers the implementation of customer satisfaction and customer loyalty of the maximum sustainable development and is closely related to the B2C online store. Therefore, this paper selects the B2C online store network marketing tool, customer satisfaction and customer loyalty as the main research direction.
This article through to the network marketing, customer satisfaction, customer loyalty research literature review, proposed the network marketing means to regulate the model of customer satisfaction and customer loyalty, based on the model is proposed based on the assumption, and operational definition and measurement of variables in the research hypothesis, based on the operational definition of variables and measure of design a questionnaire, the questionnaire survey test, questionnaire design and clear sampling collection methods, correlation analysis, reliability and validity of the questionnaire data using SPSS statistical software, regression analysis, the B2C online store network marketing means both will have a positive effect on customer satisfaction and customer loyalty, and puts forward the related in the discussion of marketing proposals, the last part is the conclusion and summary of the empirical results, this paper studies the problems and the direction of the follow-up study.
The innovation of this study is mainly reflected in the following two aspects: the first is the new marketing method is introduced into the research of customer satisfaction and customer loyalty, network marketing, three focus on customer satisfaction and customer loyalty for the integration, the research perspective is relatively novel; the second is to put forward the B2C Online store network marketing on customer satisfaction and customer loyalty model and hypothesis verification method and empirical analysis of the results obtained in the basic assumptions, assumptions have a positive impact, put forward relevant suggestions and methods to provide a reference for the B2C online store network marketing activities carried out at the same time, but also on how to through the B2C online store network marketing means to achieve customer satisfaction and customer loyalty and provide the relevant suggestions.

【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49

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