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论文编号：	4342
作者编号：	2120102217
上传时间：	2012/6/7 11:52:20
中文题目：	网络商店的客户关系管理优化研究
英文题目：	Study on the Optimizing of Customer Relationship Management in Online Store
指导老师：	石鉴
中文关键字：	网络商店;电子商务客户关系管理;客户忠诚;结构方程
英文关键字：	Online store;e-CRM;Customer’s loyalty;SEM
中文摘要：	Mohammad Behrouzian Nejad（2011）给电子商务做了如下的定义：电子商务就是使用网络及相关技术来完成业务系统的自动化、改进、升级或再造，以达到为客户或商业伙伴创造更多价值的目的。这在一定程度上向我们揭示了，客户对于一个实施电子商务的企业或组织的重要性。而对于网络商店而言，网上消费者是其利润的最终来源，如何保持网上消费者的忠诚度是其面临的最重要的问题。相比传统渠道的消费者而言，网上消费者更加的自由，具有更多的选择。网上购物超越了时间和地点的限制，客户可以轻松的将更多商品、企业进行比较，并与其它的购买者针对产品质量和商家的服务进行交流和沟通。所有的这一切意味着在线上购物中，客户和虚拟的网络环境才是交易的掌控者。本研究从客户的角度出发，基于客户在线购物时的认知和情感体验，探究客户愿意与网络商店保持长期友好交易关系，即愿意对网络商店保持忠诚的过程。笔者通过对以往文献的分析，总结出七个影响客户忠诚的重要因素，即客户承诺忠诚、客户信任、客户满意度、感知价值、感知的服务质量、感知的产品质量和感知的价格合理性，并根据现实与前人研究提出一系列的理论假设。笔者通过调查问卷的方式进行了实证数据的收集，并最终利用结构方程模型对理论假设进行了验证。研究结果证明客户信任是客户承诺忠诚的核心影响因素和直接影响因素；客户满意度和感知价值通过客户信任对客户承诺忠诚产生影响；感知的服务质量对客户满意度有正面的影响；感知的价格合理性积极影响客户满意度和感知价值；感知的产品质量对感知价值产生积极的影响。在论文的最后笔者根据研究结果，为网络商店实施客户关系管理提供了合理的建议，指出实施过程中可能遇到的困难并给出了合理的解决方案。本研究具有较高的实际价值和意义，为网络商店客户关系管理的实施提供有效的参考。
英文摘要：	Mohammad Behrouzian Nejad（2011）defines electronic commerce as: use of networks and related technology to automate, improve, upgrade or complete redesign business systems to create more value for customers and business partners. To a certain degree, it tells us the importance of customer for enterprise or organization which wants to develop electronic commerce. However, for online store, the online customer is the sourse of their profits, and the retention of customer loyalty is the most important problem for them. Comparing with customers in traditional channel, the online customers have more choices and more freedom. The online shopping have been beyond the limits of time and place. And customers can communicate with other buyers for the products quality and service quality. All of it implies that customers and the virtual environments control transactions. For customers’ perspective, this study develops a framework model of e-CRM which is based on the cognitive and affective experience to explain the progress of customers willing to keep a long-term friendly relationship. The model makes some hypothesizes for their interactions of some key factors which conclude Perceived value, Satisfaction and Trust. And some external factors which effects customer’ shopping experience, such as perceived service quality, perceived product quality and perceived price fairness, have been integrated in the model. This study uses questionnaires to collect data and uses Structural Equation Modeling (SEM) to verify those hypothesize. The result shows that, Trust is the core and direct influence factor to Customer’s commitment of loyalty, Satifaction and Perceived value affects Customer’s commitment of loyalty through Trust, Perceived service quality have a positive impact on Satifaction, Perceived price fairness have positive impct on Satifaction and Perceived value, and Perceived product quality have a positive impact on Perceived value. At the end of this paper, this study provides some rational suggestions for the implement of online store’s e-CRM.
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