基于淘宝网的顾客网购满意度调查研究  

Research on Customer Satisfaction of Online Shopping on Taobao

作　　者：史晓丹[1] 贾红艳[1] 孙得友[1] 温德成[1] 

机构地区：[1]山东大学管理学院,济南250100

出　　处：《标准科学》2013年第7期15-20,共6页Standard Science

摘　　要：本文借鉴国内外顾客满意度研究成果,整合SCSB、ACSI、ECSI和CCSI等理论,结合网络购物自身的特点和顾客网购满意度的影响因素,提出网络购物的满意度测评指标体系,基于淘宝网对顾客网购的满意度进行了调查分析,进而设计出基于淘宝网的顾客网购满意度测评指标体系和模型,并基于此模型对淘宝网的顾客网购满意度进行了分析和评价,为淘宝网提升顾客网购满意度提出了建议。Referring to the domestic and foreign researches on the customer satisfaction and combining theories such as SCSB,ACSI,ECSI and CCSI,the paper proposes the customer satisfaction evaluation index system of shopping on Taobao by taking the characteristics of online shopping and influential factors of the customer satisfaction.After that,the paper does a survey of customer satisfaction of shopping on Taobao and then designs the customer satisfaction evaluation index system and model of shopping on Taobao.On this basis,it further analyzes and evaluates the customer satisfaction of shopping on Taobao and proposes a series of strategies of improving the customer satisfaction.

关 键 词：网购 淘宝网 顾客满意 顾客满意度模型 

分 类 号：F724.6[经济管理—产业经济] F274F224