本文關(guān)鍵詞： 顧客滿意度 客戶關(guān)懷 層次分析法 因子分析 模糊綜合評(píng)價(jià)法　出處：《浙江工商大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著電子商務(wù)的發(fā)展,行業(yè)內(nèi)競爭越來越激烈。客戶群體競爭以及顧客滿意度水平等都給B2C電子商務(wù)企業(yè)帶來巨大的壓力。因此及時(shí)把握顧客的滿意度情況、了解店鋪運(yùn)營中存在的問題、建立完善的提高客戶購物體驗(yàn)機(jī)制、進(jìn)而提升顧客滿意度等是吸引和挽留客戶的重要手段,是B2C電子商務(wù)企業(yè)長期生存和企業(yè)績效的關(guān)鍵,對(duì)其未來發(fā)展也具有重要意義。本文首先大量閱讀有關(guān)顧客滿意度的相關(guān)文獻(xiàn),對(duì)國內(nèi)外的研究現(xiàn)狀進(jìn)行闡述,提出其參考價(jià)值及不足之處。然后,結(jié)合目前B2C電子商務(wù)運(yùn)營模式的特點(diǎn)及顧客滿意度的影響因素,在國內(nèi)外已有的研究成果基礎(chǔ)上,增加客戶關(guān)懷維度,且對(duì)已有的指標(biāo)體系進(jìn)行指標(biāo)的重新劃分和優(yōu)化,構(gòu)造一套包含技術(shù)、商品、客服服務(wù)、物流配送、客戶關(guān)懷等五大方面的更適用于目前的B2C電子商務(wù)顧客滿意度的測度指標(biāo)體系,并在此基礎(chǔ)上設(shè)計(jì)了一套用于本文實(shí)例研究的天貓商城顧客滿意度的調(diào)查問卷。最后運(yùn)用統(tǒng)計(jì)方法驗(yàn)證指標(biāo)體系構(gòu)建的合理性。在顧客滿意度評(píng)價(jià)過程中,采用了層次分析和因子分析法相結(jié)合的方式確定了各級(jí)指標(biāo)的權(quán)重;在評(píng)價(jià)方法上,采用了模糊綜合評(píng)價(jià)法對(duì)天貓商城顧客滿意度調(diào)查結(jié)果進(jìn)行計(jì)算。最后,對(duì)天貓商城顧客滿意度評(píng)價(jià)結(jié)果進(jìn)行分析,提出適用于B2C電子商務(wù)行業(yè)的相關(guān)幾點(diǎn)建議。
[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.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274

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