【摘要】：信息技術(shù)的進步和互聯(lián)網(wǎng)的廣泛普及帶動了電子商務(wù)的發(fā)展,越來越多的消費者開始在網(wǎng)上購物消費。B2C電子商務(wù)作為電子商務(wù)的一種模式,對顧客來說具有低成本、購買和交易過程安全有保障、貼近顧客需求和能提供更專業(yè)的服務(wù)等優(yōu)勢。 近年來,在電子商務(wù)相關(guān)技術(shù)不斷進步,經(jīng)濟穩(wěn)步發(fā)展和政策大力扶持的影響下,我國電子商務(wù)消費規(guī)�？焖贁U大,電子商務(wù)企業(yè)紛紛涌現(xiàn),競爭也變得日益激烈。面對激烈的市場競爭,及時了解顧客的購物感受和滿意程度,掌握影響顧客滿意度的因素,對電子商務(wù)企業(yè)采取措施有效地改進產(chǎn)品和服務(wù),進而提升自身競爭力是十分必要的。目前,以B2C電子商務(wù)企業(yè)為對象進行顧客滿意度評價的研究成果并不豐富。另外,B2C企業(yè)的運營服務(wù)內(nèi)容和對象不盡相同,且區(qū)域發(fā)展存在差異,導(dǎo)致不同學(xué)者構(gòu)建的評價指標體系各異,目前還未建立起B(yǎng)2C電子商務(wù)的顧客滿意度標準評價模型。 本文主要研究B2C電子商務(wù)企業(yè)的顧客滿意度評價,旨在建立合理的評價模型,豐富這方面的研究,為B2C企業(yè)了解和提高其顧客滿意度提供方法和依據(jù)。首先,本文通過閱讀大量顧客滿意度及綜合評價方面的文獻,闡述了國內(nèi)外的研究現(xiàn)狀。接著對顧客滿意度的測評方法和B2C電子商務(wù)及其發(fā)展情況作了介紹。在參考借鑒已有研究成果的基礎(chǔ)上,本文提出了初步的評價指標,并將其轉(zhuǎn)化為用于本研究的B2C電子商務(wù)企業(yè)顧客滿意度調(diào)查問卷。通過網(wǎng)絡(luò)方式發(fā)放與回收問卷后,利用統(tǒng)計軟件SPSS16.0對收回的合格問卷進行信度檢驗、效度檢驗和因子分析,建立了正式的評價指標體系。 在模型評價方法的選擇上,本文研究對比了多種顧客滿意度測評方法,考慮到顧客滿意的模糊特點,選擇了目前廣泛應(yīng)用于多行業(yè)項目評價的模糊綜合評價法。在確定各指標的權(quán)重時,本文采用了層次分析法,較好地應(yīng)用了指標體系的層次特性。最后,本文將構(gòu)建的評價模型應(yīng)用于B2C電子商務(wù)網(wǎng)站——VANCL(凡客誠品)進行顧客滿意度評價,針對結(jié)果進行了分析,并提出了一些建議。
[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.
【學(xué)位授予單位】：成都理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F274;F724.6;F224

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本文編號：2431564