C2C电子服务质量与顾客忠诚关系研究

发布时间：2018-01-12 00:20

本文关键词：C2C电子服务质量与顾客忠诚关系研究　出处：《青岛大学》2015年硕士论文　论文类型：学位论文

【摘要】：便捷的网络购物体验带给人们全新的体验,“宅经济”已经成为网络购物新兴的代名词。中国在2012年网络成交量达到12741亿元。随着平台成交率提升,人气逐渐高涨,资源得到有效的配置,网络成为商家们最经济便捷的销售渠道。关于网络购物的负面影响的调查中显示,因为商品的劣质、享受不到良好的售后服务的人就占37.39%,认为购物的流程冗杂手续复杂的占32.13%,还有认为目前国内在网购中的法律不够健全的有23.14%的网民,6.94%的网民认为支付手段麻烦。买卖双方的信用机制以及良好的售后服务以及产品的质量问题已经成为必须解决的问题,因此服务质量成为必须引起重视的影响因素。首先本论文对国内外学者的理论以及提出的模型进行统一的整理和归纳,然后在这些已有的理论上对服务质量与顾客忠诚的影响进行论证。主要从消费者对消费者的平台和商店这两个大的角度进行检验,其中平台的维度主要是界面、网站的内容、平台使用起来的方便性和平台的服务能不能够让人放心和满足以及平台在购物的过程中的反映的速度、是否安全和具有个性化这几个维度进行细致的论证。商店主要是从这几个方面进行论证,有形性和商店的保证性以及客服的关怀性、可靠性和物流配送与送货,最后是售后的服务等。通过设计调查问卷以社会各个群体为调查对象,论证不同维度对顾客忠诚的影响程度。根据论证出的影响程度在有限的资源下进行优化配置,提出有效的建议达到巩固顾客忠诚的作用。
[Abstract]:Convenient online shopping experience to bring people a new experience, "home economy" has become synonymous with emerging online shopping. China network in 2012 turnover reached 12741 billion yuan. With the platform turnover rate increase, gradually rising popularity, the resources effectively configuration, network become convenient sales channels. Most businesses are economic survey the negative influence on online shopping in the goods because of inferior quality, do not enjoy good customer service service people accounted for 37.39%, that the process of shopping miscellaneous complex procedures accounted for 32.13%, and that the current domestic online shopping in the law is not perfect. There are 23.14% Internet users, 6.94% of Internet users believe that the means of payment quality trouble. The problem of credit sale mechanism of both customer service and good services and products has become a problem that must be solved, so we must pay attention to the quality of service becomes. The influencing factors. Firstly, this paper sums up the unification of domestic and foreign scholars of the theory and model, and then the influence of service quality and customer loyalty are demonstrated in these theories. Mainly from the consumer test platform for consumers and stores the two point of view, the dimensions of the main platform is the interface, the content of the website, the platform use convenience and service platform can make people reflect and meet the assured and platform in the shopping process, the speed is safe and has a personalized the dimension of detailed argument. The store is mainly demonstrated from the aspects of physical and the store customer service assurance and care, and the reliability of logistics distribution and delivery, customer service service. Finally through a questionnaire survey to all social groups, The influence degree of different dimensions on customer loyalty is demonstrated. According to the degree of impact, the optimal allocation is carried out under limited resources, and effective suggestions are put forward to consolidate customer loyalty.

【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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