發(fā)布時(shí)間：2019-01-30 21:14

【摘要】：近年來B2C市場(chǎng)持續(xù)高速增長(zhǎng),已經(jīng)成為網(wǎng)絡(luò)購(gòu)物市場(chǎng)發(fā)展的主要推動(dòng)力。然而由于市場(chǎng)競(jìng)爭(zhēng)的日益加劇,B2C企業(yè)只有獲得差異化的競(jìng)爭(zhēng)優(yōu)勢(shì),才能生存和發(fā)展。不斷提升網(wǎng)站質(zhì)量以培養(yǎng)忠誠(chéng)客戶是B2C企業(yè)突破目前發(fā)展瓶頸的途徑之一。在分析借鑒前人研究成果的基礎(chǔ)上,本文將網(wǎng)站質(zhì)量劃分為系統(tǒng)質(zhì)量、信息質(zhì)量、互動(dòng)反饋與安全可靠四個(gè)維度,構(gòu)建網(wǎng)站質(zhì)量對(duì)客戶忠誠(chéng)影響的理論模型,討論B2C企業(yè)客戶忠誠(chéng)的影響機(jī)制。主要研究結(jié)果如下:網(wǎng)站質(zhì)量各維度均對(duì)客戶忠誠(chéng)有積極作用;網(wǎng)站質(zhì)量還通過客戶體驗(yàn)與滿意促進(jìn)客戶忠誠(chéng);良好的客戶體驗(yàn)會(huì)對(duì)客戶滿意產(chǎn)生正向影響。針對(duì)本文數(shù)據(jù)分析結(jié)果,從提升客戶體驗(yàn),促進(jìn)客戶滿意的角度,建議B2C企業(yè)加強(qiáng)網(wǎng)站質(zhì)量管理,不斷增加客戶忠誠(chéng),使企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地。
[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.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F724.6

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本文編號(hào)：2418531