基于淘宝网的网购顾客满意度模型实证研究
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摘要
顾客满意度是企业质量提升追求的主要目标,而顾客满意度指数则是行业、企业横向比较的核心指标.我国以"淘宝网"为代表的C2C网上购物已经取得了飞速的发展,但顾客与商家、平台之间的矛盾日益激化,严重阻碍了网购行业的发展.因此,深入探讨顾客满意度模型,研究影响网购顾客满意度的主要因素显得尤为重要.本文以淘宝网为研究对象,从我国特有的经济市场及网购特性出发,以满意度评价中典型的ECSI、CCSI两个满意度指数为基础,横向对比两个模型的分析结果,寻求影响网购顾客满意度的主要因素,进而提出提升网购顾客满意度的建议及策略.
Customer satisfaction is the main goal of corporate quality improvement, and customer satisfaction index is the core indicator of horizontal comparison between industry and enterprises. China's C2C online shopping represented by "Taobao.com" has achieved rapid development, but the contradiction between customers and merchants and platforms has intensified, which has seriously hindered the development of the online shopping industry. Therefore,it is particularly important to thoroughly explore the customer satisfaction model and study the main factors affecting online customer satisfaction. This paper takes Taobao as the research object, based on the unique economic market and online shopping characteristics of China,based on the typical ECSI and CCSI satisfaction indexes in the satisfaction evaluation, horizontally compares the analysis results of the two models and seeks to influence online shopping customers. The main factors of satisfaction, and then put forward suggestions and strategies to improve customer satisfaction of online shopping.
Customer satisfaction is the main goal of corporate quality improvement, and customer satisfaction index is the core indicator of horizontal comparison between industry and enterprises. China's C2C online shopping represented by "Taobao.com" has achieved rapid development, but the contradiction between customers and merchants and platforms has intensified, which has seriously hindered the development of the online shopping industry. Therefore,it is particularly important to thoroughly explore the customer satisfaction model and study the main factors affecting online customer satisfaction. This paper takes Taobao as the research object, based on the unique economic market and online shopping characteristics of China,based on the typical ECSI and CCSI satisfaction indexes in the satisfaction evaluation, horizontally compares the analysis results of the two models and seeks to influence online shopping customers. The main factors of satisfaction, and then put forward suggestions and strategies to improve customer satisfaction of online shopping.
引文
[1]王琴英,郭慧君,刘敏.网络购物顾客满意与顾客忠诚转换模式研究-以淘宝、天猫和京东电商网站为例[J].商业经济研究,2015(11):72-75.
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[4]薛萍,徐洁怡.顾客满意度指数建模方法研究综述[J].现代商业,2013(03):17-20.
[5]史晓丹,贾红艳,孙得友,温德成.基于淘宝网的顾客网购满意度调查研究[J].标准科学,2013(07):15-20.
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[10]简兆权,柯云.网络购物服务失误、服务补救与顾客二次满意及忠诚度的关系研究[J].管理评论,2017,29(01):175-186.
[11]刘燕,陈英武,周长峰,侯彤帅.两型社会市民生活满意度评价指数模型实证研究[J].系统工程理论与实践,2015, 35(07):1847-1854.
[12]邓爱民,陶宝,马莹莹.网络购物顾客忠诚度影响因素的实证研究[J].中国管理科学,2014, 22(06):94-102.
[13]陈文晶,张红娜,万岩,时勘.网络环境下顾客忠诚的形成机制研究[J].中国管理科学,2015, 23(07):127-133.
[14]徐辰,刘辰翔.淘宝网顾客满意度影响因素研究[J].全国商情,2016(12):19-22.
[15]杨浩雄,王雯.第三方物流企业顾客满意度测评体系研究[J].管理评论,2015, 27(01):181-193.
[16]钱明辉,胡日东,陈建伟.空间动态非参数杜宾模型及其应用[J].系统工程理论与实践,2018, 38(1):35-45.
[17]高学敏,高炜,姬雄华.网络购物顾客满意度测评模型研究[J].中国市场,2010(49):86-87.
[2]崔春生.基于Vague集理论的推荐系统中用户兴趣度的描述[J].系统工程理论实践,2017,37(3):752-760.
[3]范秀成,郑秋莹,姚唐,穆琳.顾客满意带来什么忠诚?[J].管理世界,2009(02):83-91.
[4]薛萍,徐洁怡.顾客满意度指数建模方法研究综述[J].现代商业,2013(03):17-20.
[5]史晓丹,贾红艳,孙得友,温德成.基于淘宝网的顾客网购满意度调查研究[J].标准科学,2013(07):15-20.
[6] Claes Fornell,刘金兰,康键.瑞典顾客满意度晴雨表[J].管理学报,2005(03):372-378.
[7]王艳.国内外顾客满意度指数研究现状[J].统计与咨询,2006(05):62.
[8]李宁.顾客满意研究综述[J].现代商业,2016(32):18-20.
[9]罗正清,方志刚.常用客户满意度研究模型及其优缺点分析[J].贵州财经学院学报,2002(06):14-17.
[10]简兆权,柯云.网络购物服务失误、服务补救与顾客二次满意及忠诚度的关系研究[J].管理评论,2017,29(01):175-186.
[11]刘燕,陈英武,周长峰,侯彤帅.两型社会市民生活满意度评价指数模型实证研究[J].系统工程理论与实践,2015, 35(07):1847-1854.
[12]邓爱民,陶宝,马莹莹.网络购物顾客忠诚度影响因素的实证研究[J].中国管理科学,2014, 22(06):94-102.
[13]陈文晶,张红娜,万岩,时勘.网络环境下顾客忠诚的形成机制研究[J].中国管理科学,2015, 23(07):127-133.
[14]徐辰,刘辰翔.淘宝网顾客满意度影响因素研究[J].全国商情,2016(12):19-22.
[15]杨浩雄,王雯.第三方物流企业顾客满意度测评体系研究[J].管理评论,2015, 27(01):181-193.
[16]钱明辉,胡日东,陈建伟.空间动态非参数杜宾模型及其应用[J].系统工程理论与实践,2018, 38(1):35-45.
[17]高学敏,高炜,姬雄华.网络购物顾客满意度测评模型研究[J].中国市场,2010(49):86-87.