B2C电子商务企业的顾客满意度评价研究

发布时间：2019-02-27 20:44

【摘要】：信息技术的进步和互联网的广泛普及带动了电子商务的发展,越来越多的消费者开始在网上购物消费。B2C电子商务作为电子商务的一种模式,对顾客来说具有低成本、购买和交易过程安全有保障、贴近顾客需求和能提供更专业的服务等优势。近年来,在电子商务相关技术不断进步,经济稳步发展和政策大力扶持的影响下,我国电子商务消费规模快速扩大,电子商务企业纷纷涌现,竞争也变得日益激烈。面对激烈的市场竞争,及时了解顾客的购物感受和满意程度,掌握影响顾客满意度的因素,对电子商务企业采取措施有效地改进产品和服务,进而提升自身竞争力是十分必要的。目前,以B2C电子商务企业为对象进行顾客满意度评价的研究成果并不丰富。另外,B2C企业的运营服务内容和对象不尽相同,且区域发展存在差异,导致不同学者构建的评价指标体系各异,目前还未建立起B2C电子商务的顾客满意度标准评价模型。本文主要研究B2C电子商务企业的顾客满意度评价,旨在建立合理的评价模型,丰富这方面的研究,为B2C企业了解和提高其顾客满意度提供方法和依据。首先,本文通过阅读大量顾客满意度及综合评价方面的文献,阐述了国内外的研究现状。接着对顾客满意度的测评方法和B2C电子商务及其发展情况作了介绍。在参考借鉴已有研究成果的基础上,本文提出了初步的评价指标,并将其转化为用于本研究的B2C电子商务企业顾客满意度调查问卷。通过网络方式发放与回收问卷后,利用统计软件SPSS16.0对收回的合格问卷进行信度检验、效度检验和因子分析,建立了正式的评价指标体系。在模型评价方法的选择上,本文研究对比了多种顾客满意度测评方法,考虑到顾客满意的模糊特点,选择了目前广泛应用于多行业项目评价的模糊综合评价法。在确定各指标的权重时,本文采用了层次分析法,较好地应用了指标体系的层次特性。最后,本文将构建的评价模型应用于B2C电子商务网站——VANCL(凡客诚品)进行顾客满意度评价,针对结果进行了分析,并提出了一些建议。
[Abstract]:The progress of information technology and the widespread popularity of the Internet have led to the development of e-commerce, more and more consumers began to shop on the Internet. As a mode of e-commerce, B2C e-commerce has a low cost to customers. The purchase and trading process is secure, close to customer needs and able to provide more professional services and other advantages. In recent years, under the influence of the continuous progress of e-commerce-related technology, steady economic development and strong policy support, the scale of e-commerce consumption in China has expanded rapidly, e-commerce enterprises have emerged one after another, and the competition has become increasingly fierce. In the face of fierce market competition, timely understanding of customers' shopping feelings and satisfaction, mastering the factors that affect customer satisfaction, and taking measures to effectively improve products and services for e-commerce enterprises, Therefore, it is very necessary to improve their own competitiveness. At present, the research results of customer satisfaction evaluation for B2C e-commerce enterprises are not rich. In addition, the content and object of operation and service of B2C enterprises are different, and there are differences in regional development, which leads to different evaluation index systems constructed by different scholars. At present, the evaluation model of customer satisfaction standard for B2C e-commerce has not been established. This paper mainly studies the evaluation of customer satisfaction of B2C e-commerce enterprises in order to establish a reasonable evaluation model, enrich the research in this respect, and provide a method and basis for B2C enterprises to understand and improve their customer satisfaction. First of all, through reading a large number of documents on customer satisfaction and comprehensive evaluation, this paper expounds the current research situation at home and abroad. Then the evaluation method of customer satisfaction and B2C E-commerce and its development are introduced. On the basis of reference to the existing research results, this paper puts forward a preliminary evaluation index and converts it into a B2C e-commerce enterprise customer satisfaction questionnaire for this study. After the questionnaire was distributed and recovered by network, the reliability test, validity test and factor analysis of the collected qualified questionnaire were carried out by using the statistical software SPSS16.0, and a formal evaluation index system was established. In the selection of model evaluation methods, this paper studies and compares a variety of evaluation methods of customer satisfaction. Considering the fuzzy characteristics of customer satisfaction, the fuzzy comprehensive evaluation method, which is widely used in multi-industry project evaluation at present, is selected. In order to determine the weight of each index, the analytic hierarchy process (AHP) is adopted in this paper, and the hierarchical characteristics of the index system are well applied. Finally, this paper applies the evaluation model to B2C e-commerce website-VANCL (VANCL Chengpin) to evaluate customer satisfaction, analyzes the results, and puts forward some suggestions.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F724.6;F224

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