B2C电子商务企业的顾客满意模糊综合评价研究.pdfVIP

内 容 提 要 本文首先阐述了B2C 电子商务的相关概念、发展状况和顾 客满意理论的产生、发展及内涵，指明了企业进行顾客满意测 评的意义。接着，文章比较详细地介绍了典型顾客满意理论模 型、常见顾客满意评价方法及其各自的优缺点，明确了论文将 要采用的评价方法——模糊综合评价法。然后，笔者在总结和 研究一般性企业和B2C 电子商务企业的顾客满意度模型的基础 上，提出了自己的B2C 电子商务企业的顾客满意评价指标体系， 并介绍了确定最终评价指标的后续步骤：指标预调查、统计分 析与析取，以一个实例说明了运用因子分析提取最终评价指标 的过程。最后，文章给出了应用了模糊综合评价法的B2C 电子 商务企业顾客满意测评流程，并在评价指标的权重确定和顾客 满意的计算两步，运用具体的例子和数据，展示了层次分析法 和模糊综合评价计算与结果分析的全貌。 关键词：B2C 顾客满意 评价指标 模糊综合评价法 目 录 引 言·············································································································1 第一章 B2C 电子商务与顾客满意·································································3 第一节 B2C 电子商务及其发展现状······················································3 第二节 顾客满意理论概述·····································································5 第三节 顾客满意测评对企业的意义·····················································7 第二章 顾客满意理论模型与顾客满意评价方法········································9 第一节 典型顾客满意理论模型·····························································9 第二节 顾客满意评价方法··································································· 11 第三章 B2C 电子商务企业的顾客满意评价指标体系设计·······················19 第一节 评价指标体系的设计原则与过程···········································19 第二节 初选顾客满意评价指标···························································20 第三节 预调查和统计分析与析取·······················································27 第四章 B2C 电子商务企业的顾客满意模糊综合评价·······························33 第一节 顾客满意评价指标权重的确定···············································33 第二节 顾客满意评价的标准·······························································37 第三节 B2C 电子商务企业的顾客满意调查········································38 第四节 B2C 电子商务企业的顾客满意计算与结果分析·····················42 结 论···········································································································47 参考文献·······································································································48