毕业论文-B2C商城顾客忠诚度影响因素研究--以京东商城为例.docxVIP

PAGE \* MERGEFORMAT1 B2C商城顾客忠诚度影响因素研究 ——以京东商城为例 专业：工商管理 姓名： 学号： 北京工业大学毕业设计（论文） PAGE \* MERGEFORMATI 摘要 近年来，B2C商城的变化日新月异，而伴随着社会信息化进程的加快，竞争也在进一步加剧。对于在B2C商城的管理者而言，如何提高消费者对其的忠诚度是其成功经营的关键。本文以京东商城为例，发放问卷调研了影响B2C商城顾客忠诚度的关键因素，找到提升网上商城顾客忠诚度的突破点，从而为B2C商城存在的问题提供有针对性的改进建议。 本文建立了B2C商城顾客忠诚度影响因素模型，并通过对京东商城的实证分析得出如下的结论： （1）从网上商城顾客忠诚度的影响因素分析来看，顾客满意度、顾客信任及转换成本对顾客忠诚都有显著影响，其中顾客满意度对顾客忠诚影响最大，顾客信任度的影响次之。 （2）结合评价得分及各影响因素重要程度的排序，为有效提升顾客忠诚度，首先应该从“顾客满意度”中评价得分较差的“客户服务人员”、“价格公道”、“产品描述一致”和“智能推荐”等方向加以改进；然后将“顾客信任”中评价得分较差的“质量保证”定为次要改进方向；最后可将“顾客转换成本”中评价得分较低的“不确定除京东外的其他商家能否带来很好的产品及服务”这一指标设置为下一个改进突破点。 关键词：B2C商城；顾客忠诚度；回归分析 关键词：B2C商城；顾客忠诚度；因素分析  ABSTRACT In recent years, the rapid changes in B2C mall, and along with the accelerating process of social information, the competition has further intensified. For B2C mall managers, how to improve their consumer loyalty is the key to its successful operation. In this paper, Jingdong Mall, for example, a questionnaire survey the key factors affecting customer loyalty B2C mall, find the online store to enhance customer loyalty breaking point, so as B2C mall Problems provide targeted recommendations for improvement. This paper established the B2C mall customer loyalty factors model and empirical analysis of Jingdong Mall reached the following conclusions: (1) Analysis of Factors Affecting Online Shopping Mall from the point of view of customer loyalty, customer satisfaction, customer trust and switching costs on customer loyalty has a significant effect, in which the greatest impact on customer loyalty customer satisfaction, customer confidence, followed by the impact of . (2) in conjunction Reviews and various factors important degree of ordering, as effectively improve customer loyalty, should first score poor customer service from the Customer Satisfaction in the evaluation of fair price, Product description consistent and smart Choice and other direction to be improved; and the customer trust in the evaluation scores poor quality assurance as a secondar