基于Kano模型的天猫商城消费者网购退货物流需求分析  

Analysis of Online Shopping Return Logistics Demand of Tmall ConsumerBased on Kano Model

作　　者：张忠叶 张志清[1] ZHANG Zhong-ye;ZHANG Zhi-qing(Evergrande School of Management,Wuhan University of Science and Technology,Wuhan 430081,China)

机构地区：[1]武汉科技大学恒大管理学院,湖北武汉430081

出　　处：《物流工程与管理》2022年第7期111-114,共4页Logistics Engineering and Management

摘　　要：文中利用Kano分析模型,根据天猫商城退货物流的现状,结合以往的相关文献设计出适合消费者对于天猫商城退货物流服务需求的Kano问卷,然后向不仅有过天猫商城退货经历而且有其他电子商务平台退货经历的消费者发放调查问卷,对调查问卷的结果进行数据分析,根据分析结果针对天猫商城提出改进退货物流服务的服务补救策略。Using the Kano model,according to the present situation of Tmall return logistics,this paper designs a Kano questionnaire which is suitable for consumers demand for Tmall return logistics service combining with previous relevant literatures.Questionnaires are issued to consumers who have the experience of returning protucts to not only Tmall but also other e-commerce platforms.Analyzing the results of questionnaires,the service recovery strategies of improving the return logistics service of Tmall is proposed according to the analysis results.

关 键 词：KANO模型 退货物流需求 服务补救 

分 类 号：F724.6[经济管理—产业经济]