C2C电子商务服务质量与客户满意度关系研究2教程.docVIP

【摘要】 随着网络的普及及社会的发展，现代社会的节奏越来越快，电子商务也得到了快速发展，市场竞争也越来越激烈。要想在激烈的竞争中获得优势，提高服务质量保证客户满意非常重要。在电子商务市场中，C2C占的比重非常大。但是由于C2C模式中的店家一般以个人为主，都是个体经营，所以对服务质量，客户满意都不够重视。研究C2C模式下的电子商务服务质量与客户满意度关系是十分有意义的。 本文首先参考之前学者的相关文献成果，加以总结，提出研究目的及意义，旨在探究C2C模式下，卖家服务质量的不同维度对客户满意度的影响及两者之间的关系，给卖家提供提高服务质量及客户满意度的建议。本文采用理论与实证相结合的方法，整理总结相关理论，建立评价量表及模型假设，随后针对量表及假设提出相关问题构成调查问卷，进行调查，采集数据，之后运用SPSS软件对数据进行信度效度，回归及因子分析，验证假设，最后根据分析结果提出改进意见。 关键词：服务质量 电子商务服务质量评价 客户满意度 【Abstract】 Along with the network popularization and the development of the society, the pace of modern society more and more fast, e-commerce has been rapid development, market competition is becoming more and more fierce. If you want to gain advantage in the fierce competition, improve the quality of service to ensure customer satisfaction is very important. In the e-commerce market, C2C accounted for the proportion of very large. But due to the C2C model shops in general is given priority to with individual, are self-employed, so the service quality, customer satisfaction is not enough importance to it. Research on C2C mode of e-commerce relationship between service quality and customer satisfaction is very significant. Before this paper reference the scholars literature achievements, summarized, put forward the research purpose and meaning, aims to explore the C2C mode, sellers of different service quality dimensions influence on customer satisfaction and the relationship between the two, for the seller to provide Suggestions for the improvement of service quality and customer satisfaction. In this paper, by adopting the combination of theory and empirical methods, summarize related theory, establish evaluation questionnaire and model hypothesis, then in view of the scale and assumptions, questions related questionnaire, investigation, collect data, then use SPSS software for data reliability, validity, regression and factor analysis, and validate assumptions, according to the results of the analysis put forward improvement Suggestions.