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来源:百度知道 编辑:UC知道 时间:2024/05/04 04:27:17
飞速发展的互联网行业带动了电子商务热潮迅速兴起,购物网站作为电子商务的重要表现形式,作为媒体和商务的结合体,以其表现出来的一系列独特性,受到商家和顾客越来越多的关注。自从对顾客满意进行开创性研究后,顾客满意理论在现代营销思维或营销实践中已成为中心理论之一,“在当今竞争日趋激烈的买方市场上,企业想要持续经营,就必须站在顾客立场上,了解顾客的主观需求,提高服务质量,实施全方位的顾客满意经营”。购物网站服务质量的高低直接影响网络购物者的满意程度,进而影响其是否再次登录该网站和继续购物。与现实环境一样,购物网站经营者只有实施全方位的顾客满意经营,网络销售企业才能获得持续的竞争优势。根据相关领域专家的研究观点,结合我们自己的访谈、调查结果,将影响顾客满意的因素概括为:购物网站提供的产品特点,网站的服务质量,网站的设计,购买过程服务质量,顾客体验等因素,并以当前网络购物主体之一的在校大学生为调查样本并据此设计调查问卷,对所得数据进行SPSS分析。分析表明网站的服务质量、网站的设计、顾客体验是影响购物网站顾客满意的主要因素。

The Internet industry developing at full speed has drive Electronic Commerce upsurge prompt be on the rise, shopping website is important Electronic Commerce manifestation, catch the business family and more and more many attention of customer as the medium and the business affairs association, with a series of peculiarity that the person shows out. Be in progress since the customer is face to face satisfied after starting nature studying, satisfied theory of customer sells thought in modern camp or already becomes one of centre theory in camp pin practice,The emperor on the throne competes for day by day fierce long market going ahead , enterprise wants to continue for manage, must stand on customer position right away, the subjective need knowing a customer , the customer who improves self's service , puts entire bearing into practice are satisfied manage ". Satisfied degree of network shopping person shopping website service quality height is affected directly , the shop