电视购物顾客满意度调查毕业论文.docVIP

毕业论文 （20_ _届） 电视购物顾客满意度调查 摘 要 电视购物是一种电视业、企业、消费者三赢的营销传播模式，电视购物这种方式的产生，一定程度上可以说是懒惰创造的市场机会。人性的弱点包含惰性，消费者希望坐在家里，哪都不去，看看电视就可以知道商品信息，打个电话就可以买到商品。Abstract The marketing and propagated of the TV Shopping are patterns of television, enterprises and consumers, and the way of the Television shopping opportunity Appeared are degree based of laziness. Human weaknesses contain inert ,consumers want to sit at home, which are not to go can also know the product information, just make a phone call can buy goods when they watch TVs. Regardless of being the entity environment or the virtual environment, to achieve satisfied customer,is the goal which the enterprises pursue. This research attempts to discuss the factors that influence customers’ satisfactory under the TV shopping environment from six angles: The core values, after-sale service, and sales services, security, TV’s go shopping at the core competitiveness and the interactive of TV. To research these questions, the research in ningbo region participated in the shopping for the consumers on the questionnaire survey, and samples in the shopping every effect of indicators of satisfaction and the general satisfaction of the analysis According to the research findings, it put forward some suggestions and wish to take the value to improve and competition policy aspects of efforts to improve the value of the TV shopping on television for the shopping management, and developed a highly satisfied customers. Keywords: TV Shopping; Customer satisfaction; Satisfaction Impact; Ningbo 目 录 目 录 III 1 绪论 1 1.1 研究背景 1 1.2 研究目的及意义 2 1.2.1 研究目的 2 1.2.2 研究意义 2 1.3 研究思路与方法 2 1.3.1 研究思路 2 1.3.2 研究方法 3 2 国内外相关文献的回顾 5 2.1 顾客满意度概念 5 2.2 国外相关文献回顾 5 2.3 国内相关文献回顾 6 3 电视购物满意度测评指标体系的确定 7 3.1 电视购物的特点 7 3.1.1 电视购物的优势 7 3.1.2 电视购物的劣势 8 3.2电视购物顾客满意度测评假设模型及指标体系 8 3.2.1 电视购物顾客满意度测评假设模型的构建 8 3.2.2 电视购物顾客满意度测评指标体系构建 9 4 宁波电视购物满意度实证研究 11 4.1 问卷调查 11 4.1.1 调查对象 11 4.1.2 调查问卷的得来 11 4.1.3 抽样方法 11 4.1.4调查的实施 12 4.2 正式问卷的发放与回收 12 4.3 数据分析 12 4.3.1基本信息分析 12 4.3.2