毕业论文丝芙兰网客户满意度调查分析

编号：毕业论文题目：丝芙兰网客户满意度调查分析学院：商学院专业：电子商务学生姓名：XXX学号：XXXXXXXXXX指导教师：XX职称：讲师题目类型：理论研究实验研究工程设计应用研究软件开发2013年6月8日桂林电子科技大学毕业论文摘要美国专家乔·吉拉德认为，平均每位客户有250个亲友，如果引起一位客户的不满意，那么将会引起250个人的不满意。客户如果对企业的产品和服务感到不满意，这对企业来说，今后这个客户的销售收益将会变成零，甚至失去更多的潜在客户。因此，在市场竞争激烈的形势下，提高客户满意度成为所有企业的重要目标。如今，越来越多的网络消费者倾向于在B2C电子商务网站进行商务活动。客户满意度对企业的发展至关重要，因此所有的B2C电子商务企业都竭尽所能地提高客户满意度。本文以丝芙兰网为研究对象，通过收集并整理大量资料，结合丝芙兰网的实际情况，分析了丝芙兰网的客户满意度影响因素，构建测评指标体系。以测评指标体系为准，设计客户满意度调查问卷，进行了随机调查并获取数据。运用SPSS(StatisticalPackagefortheSocialScience)即“社会科学统计软件包”对数据进行描述统计分析，获知丝芙兰网的主要购买人群和客户满意度的基本情况。运用加权平均法计算每个指标的重要性指数和满意度指数，据此绘制相应的四分图模型，展示丝芙兰网的优势因素、改进因素、机会因素和维持因素。根据数据分析结果，提出丝芙兰网的改进建议。本文通过对丝芙兰网进行客户满意度研究，使丝芙兰网了解和掌握影响客户满意度的因素及其重要程度，分析和预测客户的潜在需求，同时，对同类型的B2C电子商务企业具有借鉴意义。关键词：B2C；客户满意度；SPSS桂林电子科技大学毕业论文AbstractAmericanexpertsJoe·gillardbelievesthateachcustomerhasanaverageof250friendsandrelatives,ifitmakesacustomerbenotsatisfied,thenwillmake250peopledissatisfied.Ifcustomersarenotsatisfiedwithproductsandservicesoftheenterprise.fortheenterprise,inthefuture,salesrevenueofthecustomerwillbezero,oreventheenterprisewilllossmorepotentialcustomers.Therefore,inintensemarketcompetitionsituation,improvingcustomersatisfactionhasbecomeanimportantgoalofallenterprises.Nowadays,moreandmorenetworkconsumerstendtobeintheB2Ce-commercesitesforbusinessactivities.Customersatisfactionisveryimportanttothedevelopmentoftheenterprise,soalltheB2Ce-commercebusinessesaredoingeverythingtheycantoimprovecustomersatisfaction.Takensephoranetworkastheresearchobject,thisarticlecollectsandsortslotsofinformation,combineswiththeactualsituationofsephoraweb,analysescustomersatisfactionfactorsofthesephoranet,buildstheevaluationindexsystem.Basedontheevaluationindexsystem,Thisarticledesignscustomersatisfactionquestionnaire,conductsarandomsurveyandobtainsdata.ThisarticleusesSPSS(StatisticalPackageforSocialScience)todescriptionstatisticalanalysisofdata,obtainedthemaingroupstobuygoodsinsephorawebandthebasicsituationofcustomersatisfaction.ThisarticleUsestheweightedaveragemethodtocalculatetheimportancefactorofeachindexandsatisfactionindexofeachindex.Thefourpointsofgraphmodelisdrawnaccordingtotheanalyses,showsephoranet’sadvantagefactors,factors,opportunityfactorsandsustainimprovement.Accordingtotheresultsofdataanalysis,sephorawebimprovementSuggestionsareputforward.Thisarticleresearchescustomersatisfactionforsephoranet,makesephoranettounderstandandgrasptheinfluencefactorsofcustomersatisfactionanditsimportance,analysisandforecastthepotentialneedsofcustomers,Atthesametime,inthispaper,thesignificanceofreferencetotheB2Celectroniccommerceenterpriseofthesametype.Keywords:B2C;Customersatisfaction;SPSS桂林电子科技大学毕业论文目录引言...............................................................................................................11客户满意度概述.............................................................................................21.1客户满意和客户满意度....................................................................................................21.2电子商务与客户满意度....................................................................................................21.3国内化妆品购物网站的现状与发展................................................................................22丝芙兰网客户满意度的影响因素.................................................................42.1丝芙兰网的介绍................................................................................................................42.2客户满意度的主要影响因素分析....................................................................................42.3客户满意度测评指标体系的构建....................................................................................43问卷设计与数据收集.....................................................................................63.1问卷设计............................................................................................................................63.2数据收集............................................................................................................................74数据分析与结果讨论.....................................................................................84.1被调查者基本信息描述性统计分析................................................................................84.2信度检验............................................................................................................................94.3效度检验............................................................................................................................94.4客户满意度描述性统计分析..........................................................................................104.5各指标的满意度和重要性分析......................................................................................114.6基于四分图模型的满意度-重要性分析........................................................................165建议...............................................................................................................185.1改善售后服务..................................................................................................................185.2保持竞争优势........................................................