b2c模式下网购顾客满意度测评分析word格式论文.docxVIP

摘要摘要随着电子商务发展的不断成熟，电子商务企业面临着越来越激烈的竞争， 及时把握顾客的满意度信息，建立完善的满意度测评机制，对电子商务企业的 发展具有重要意义。企业只有使顾客满意度最大化才能在激烈的竞争中脱颖而 出。本文基于美国顾客满意度测评模型，针对网络购物的特殊性和网络消费者 的特点，构建了 B2C（商对客的电子商务）网购顾客满意度测评模型和指标体 系，并以天猫商城为例应用了此测评模型和指标体系。首先运用层次分析法的 原理对目标层进行层层分解，认为网购顾客满意度的主要影响因素包括：产品 价值、感知价格、感知便利、在线服务、感知安全、物流配送、售后服务。然 后根据指标体系设计满意度调查问卷，发放并回收了 255 份有效问卷，其中问 卷包括两个部分：顾客满意度调查问卷和指标权重调查问卷。在统计软件 EXCEL 上运用模糊综合评价法对收回的问卷数据进行处理，得出天猫商城最终 的满意度值为：3.41。最后对测评结果进行了分析，顾客对产品价值、物流配 送和售后服务这三个指标的满意度不高。为了提高这三个指标的满意度，本文 提出了建立以顾客为中心的营销策略：基于顾客的产品策略、基于顾客的分销 策略和基于顾客的营销推广策略。本文构建的顾客满意度测评模型和指标体系 不仅适用于天猫商城，而且适用于其他 B2C 购物网站。关键词：B2C网络购物满意度测评模糊综合评价法IAbstractAbstractWith the development of electronic commerce continues to mature, e-commerce enterprisesarefacingincreasinglyfierce competition, graspthe informationof customers satisfaction, establisha satisfactionevaluation mechanism, isofgreat significance to the development of e-commerce enterprises. Only when the enterprise maximize customer satisfaction then its talent showing in the fierce competition. According to the characteristics of online shopping and online consumer, this paper constructedaB2C(businesstoconsumer e-commerce) customersatisfaction measurement model and index system of online shopping which applied to T-mall as an example based on ASCI. Using the theory of analytic hierarchy process to decompose the target , that the main influence factors of customer satisfaction include: product value, theadvantageofprice,convenience,online services, security,logistics,customer service . Then according to the index system design of satisfactionquestionnairewhichincludestwoparts: customer satisfaction questionnaire and questionnaire of index weight, distributed and recovered 255 valid questionnaires. Using fuzzycomprehensiveevaluationmethod todealwiththe questionnaire data collectedinthestatistical software EXCEL,we get ultimate satisfaction value: 3.41 of T-mall. Finally, we analyze the test results, finding that the c