本文關(guān)鍵詞：C2C電子服務(wù)質(zhì)量與顧客忠誠(chéng)關(guān)系研究　出處：《青島大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 顧客滿意 顧客忠誠(chéng) 服務(wù)質(zhì)量 感知價(jià)值 顧客期望

【摘要】：便捷的網(wǎng)絡(luò)購(gòu)物體驗(yàn)帶給人們?nèi)碌捏w驗(yàn),“宅經(jīng)濟(jì)”已經(jīng)成為網(wǎng)絡(luò)購(gòu)物新興的代名詞。中國(guó)在2012年網(wǎng)絡(luò)成交量達(dá)到12741億元。隨著平臺(tái)成交率提升,人氣逐漸高漲,資源得到有效的配置,網(wǎng)絡(luò)成為商家們最經(jīng)濟(jì)便捷的銷售渠道。關(guān)于網(wǎng)絡(luò)購(gòu)物的負(fù)面影響的調(diào)查中顯示,因?yàn)樯唐返牧淤|(zhì)、享受不到良好的售后服務(wù)的人就占37.39%,認(rèn)為購(gòu)物的流程冗雜手續(xù)復(fù)雜的占32.13%,還有認(rèn)為目前國(guó)內(nèi)在網(wǎng)購(gòu)中的法律不夠健全的有23.14%的網(wǎng)民,6.94%的網(wǎng)民認(rèn)為支付手段麻煩。買賣雙方的信用機(jī)制以及良好的售后服務(wù)以及產(chǎn)品的質(zhì)量問(wèn)題已經(jīng)成為必須解決的問(wèn)題,因此服務(wù)質(zhì)量成為必須引起重視的影響因素。首先本論文對(duì)國(guó)內(nèi)外學(xué)者的理論以及提出的模型進(jìn)行統(tǒng)一的整理和歸納,然后在這些已有的理論上對(duì)服務(wù)質(zhì)量與顧客忠誠(chéng)的影響進(jìn)行論證。主要從消費(fèi)者對(duì)消費(fèi)者的平臺(tái)和商店這兩個(gè)大的角度進(jìn)行檢驗(yàn),其中平臺(tái)的維度主要是界面、網(wǎng)站的內(nèi)容、平臺(tái)使用起來(lái)的方便性和平臺(tái)的服務(wù)能不能夠讓人放心和滿足以及平臺(tái)在購(gòu)物的過(guò)程中的反映的速度、是否安全和具有個(gè)性化這幾個(gè)維度進(jìn)行細(xì)致的論證。商店主要是從這幾個(gè)方面進(jìn)行論證,有形性和商店的保證性以及客服的關(guān)懷性、可靠性和物流配送與送貨,最后是售后的服務(wù)等。通過(guò)設(shè)計(jì)調(diào)查問(wèn)卷以社會(huì)各個(gè)群體為調(diào)查對(duì)象,論證不同維度對(duì)顧客忠誠(chéng)的影響程度。根據(jù)論證出的影響程度在有限的資源下進(jìn)行優(yōu)化配置,提出有效的建議達(dá)到鞏固顧客忠誠(chéng)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.

【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274

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本文編號(hào)：1411873