B2C电子商务顾客满意度指标体系构建及其综合评价研究

发布时间：2018-02-12 23:21

本文关键词： 顾客满意度客户关怀层次分析法因子分析模糊综合评价法　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着电子商务的发展,行业内竞争越来越激烈。客户群体竞争以及顾客满意度水平等都给B2C电子商务企业带来巨大的压力。因此及时把握顾客的满意度情况、了解店铺运营中存在的问题、建立完善的提高客户购物体验机制、进而提升顾客满意度等是吸引和挽留客户的重要手段,是B2C电子商务企业长期生存和企业绩效的关键,对其未来发展也具有重要意义。本文首先大量阅读有关顾客满意度的相关文献,对国内外的研究现状进行阐述,提出其参考价值及不足之处。然后,结合目前B2C电子商务运营模式的特点及顾客满意度的影响因素,在国内外已有的研究成果基础上,增加客户关怀维度,且对已有的指标体系进行指标的重新划分和优化,构造一套包含技术、商品、客服服务、物流配送、客户关怀等五大方面的更适用于目前的B2C电子商务顾客满意度的测度指标体系,并在此基础上设计了一套用于本文实例研究的天猫商城顾客满意度的调查问卷。最后运用统计方法验证指标体系构建的合理性。在顾客满意度评价过程中,采用了层次分析和因子分析法相结合的方式确定了各级指标的权重;在评价方法上,采用了模糊综合评价法对天猫商城顾客满意度调查结果进行计算。最后,对天猫商城顾客满意度评价结果进行分析,提出适用于B2C电子商务行业的相关几点建议。
[Abstract]:With the development of electronic commerce, the competition in the industry is becoming more and more intense. Customer group competition and customer satisfaction level bring great pressure to B2C e-commerce enterprises. It is an important means to attract and retain customers to understand the problems existing in store operation, to establish a perfect mechanism to improve customer shopping experience, and to improve customer satisfaction, which is the key to the long-term survival and performance of B2C e-commerce enterprises. It is also of great significance to its future development. Firstly, this paper reads a lot of related documents about customer satisfaction, expounds the current research situation at home and abroad, and puts forward its reference value and deficiency. Combined with the characteristics of current B2C e-commerce operation mode and the influencing factors of customer satisfaction, based on the existing research results at home and abroad, the dimension of customer care is increased, and the existing index system is reclassified and optimized. Construct a set of five aspects including technology, commodities, customer service, logistics distribution, customer care and so on, which are more suitable for the current B2C e-commerce customer satisfaction measurement index system. On the basis of this, a questionnaire of Tmall's customer satisfaction is designed for the case study of this paper. Finally, the rationality of the index system is verified by statistical method. In the process of customer satisfaction evaluation, In the evaluation method, the fuzzy comprehensive evaluation method is used to calculate the results of Tmall's customer satisfaction survey. This paper analyzes the evaluation results of Tmall's customer satisfaction, and puts forward some relevant suggestions for B2C e-commerce industry.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

【参考文献】