基于网络营销的云南小粒咖啡顾客满意度研究  

Research on Customer Satisfaction for Arabica Coffee in Yunnan Based on Network Marketing

作　　者：文兰[1] 赵璟[1] 

机构地区：[1]西南林业大学经济管理学院,昆明650224

出　　处：《中国林业经济》2013年第5期40-43,共4页China Forestry Economics

基　　金：云南省哲学社会科学研究基地课题项目(JD2010YB18)

摘　　要：根据服务质量衡量理论和流程质量量表理论,将网站服务质量分为7个维度,提出一个关于网站服务质量和顾客满意度的假设和研究模型。通过设计问卷调查,运用SPSS统计软件对样本进行研究分析来验证假设模型。研究结果表明:网站服务质量对小粒咖啡网络营销顾客满意度存在正向显著相关;网站服务质量各维度对小粒咖啡网络营销顾客满意度影响程度各不相同。This paper explains the website service quality into seven dimensions, and proposes hypothesis with research model between website service quality and customer satisfaction, according to the SERVQUAL model proposed by PZB and process quality scale established by Collier＆Bienstock. It will collect data by questionnaire survey, then use SPSS statistical analysis software to analyze samples to verify the hypothesis model. The results show that：the website service quality on the network marketing of Arabica coffee has a significant positive correlation with the customer satisfaction;the influence from each dimension of website service quality to customer satisfaction are not identical.

关 键 词：特色农产品 小粒咖啡 网络营销 网站服务质量 顾客满意度 

分 类 号：F307.5[经济管理—产业经济]