B2C企业网站质量对客户忠诚影响研究
发布时间：2019-01-30 21:14
【摘要】：近年来B2C市场持续高速增长,已经成为网络购物市场发展的主要推动力。然而由于市场竞争的日益加剧,B2C企业只有获得差异化的竞争优势,才能生存和发展。不断提升网站质量以培养忠诚客户是B2C企业突破目前发展瓶颈的途径之一。在分析借鉴前人研究成果的基础上,本文将网站质量划分为系统质量、信息质量、互动反馈与安全可靠四个维度,构建网站质量对客户忠诚影响的理论模型,讨论B2C企业客户忠诚的影响机制。主要研究结果如下:网站质量各维度均对客户忠诚有积极作用;网站质量还通过客户体验与满意促进客户忠诚;良好的客户体验会对客户满意产生正向影响。针对本文数据分析结果,从提升客户体验,促进客户满意的角度,建议B2C企业加强网站质量管理,不断增加客户忠诚,使企业在激烈的市场竞争中立于不败之地。
[Abstract]:In recent years, B2C market continues to grow rapidly, and has become the main driving force of the development of online shopping market. However, as the market competition intensifies day by day, B2C enterprises can survive and develop only by obtaining the competitive advantage of differentiation. Improving the quality of websites to cultivate loyal customers is one of the ways for B2C enterprises to break through the bottleneck. Based on the analysis and reference of previous research results, this paper divides the website quality into four dimensions: system quality, information quality, interactive feedback and safety and reliability, and constructs a theoretical model of the influence of website quality on customer loyalty. This paper discusses the influence mechanism of customer loyalty in B2C enterprise. The main results are as follows: each dimension of website quality has a positive effect on customer loyalty; website quality also promotes customer loyalty through customer experience and satisfaction; good customer experience will have a positive impact on customer satisfaction. In view of the result of data analysis in this paper, from the angle of improving customer experience and promoting customer satisfaction, it is suggested that B2C enterprise should strengthen website quality management and increase customer loyalty, so that the enterprise can be in an invincible position in the fierce market competition.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6
本文编号：2418531
[Abstract]:In recent years, B2C market continues to grow rapidly, and has become the main driving force of the development of online shopping market. However, as the market competition intensifies day by day, B2C enterprises can survive and develop only by obtaining the competitive advantage of differentiation. Improving the quality of websites to cultivate loyal customers is one of the ways for B2C enterprises to break through the bottleneck. Based on the analysis and reference of previous research results, this paper divides the website quality into four dimensions: system quality, information quality, interactive feedback and safety and reliability, and constructs a theoretical model of the influence of website quality on customer loyalty. This paper discusses the influence mechanism of customer loyalty in B2C enterprise. The main results are as follows: each dimension of website quality has a positive effect on customer loyalty; website quality also promotes customer loyalty through customer experience and satisfaction; good customer experience will have a positive impact on customer satisfaction. In view of the result of data analysis in this paper, from the angle of improving customer experience and promoting customer satisfaction, it is suggested that B2C enterprise should strengthen website quality management and increase customer loyalty, so that the enterprise can be in an invincible position in the fierce market competition.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6
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，本文编号：2418531
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