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论文编号：	7522
作者编号：	2120132434
上传时间：	2015/6/11 13:17:21
中文题目：	天津本地生活服务类网络平台顾客满意度影响因素研究
英文题目：	Research on Influencing Factors of Customer Satisfaction in Local Daily Service Network Platform in Tianjin
指导老师：	韩德昌
中文关键字：	O2O电子商务; 本地生活服务类网络平台；顾客满意度；影响因素
英文关键字：	O2O E-commerse; local daily service network platform; customer satisfaction; influencial factors
中文摘要：	O2O电子商务模式的发展速度迅猛，伴随而来的是用户在享受着本地生活服务网络平台给生活带来的便捷性的同时，也面临着各种各样的问题及使用风险，主要表现在：网络服务平台的同质化严重，商品信息良莠不齐，未能及时更新，客户个人信息被泄露，诚信体系不足，支付系统便捷性差，退款的保障机制不完善，客户服务由于不能面对面沟通，而导致服务质量下降等问题上,从而导致顾客心理上的不满情绪不断累积，当这种情绪的累积量达到一个最爆破点时，顾客必将心理上的不满体现在行动上，有的顾客会选择向商家进行投诉，索要补偿，有的顾客则会选择直接停止使用或购买行为，有的顾客还会在此基础上，向周围的朋友抱怨自己不愉快的消费体验。在当今这个社交网络平台高度普及的时代，口碑会以惊人的速度，悄无声息的传播到潜在消费者的耳中，其影响范围之广泛，影响力之巨大，对商家来说，是把锋利的双刃剑。因此不断提高顾客的满意度是本地生活服务类网络平台生存发展的关键问题。本文立足于O2O本地生活服务类网络平台，基于顾客满意度理论，探寻影响天津市本地生活服务类网络平台的顾客满意度的影响因素。 笔者在阅读了大量相关文献的基础上，结合本地生活服务类网络平台的自身特点，分析了影响本地生活服务类网络平台顾客满意度的因素，并以(CCSI)顾客满意度指数模型为基础，提出本地生活服务类网络平台的顾客满意度的测量指标。通过问卷调查的方式进行实证研究，本文以天津市在校大学生及年轻上班族中有本地生活服务类网络平台使用经历的人群为重点调查对象，共回收问卷245份。 本研究借助统计软件SPSS17.0，对所回收的有效问卷的数据进行了信度检验和效度检验，证明数据可用后，又进而进行了相关分析和回归分析,最终确定了影响本地生活服务类网络平台顾客满意度的因素分别为：网站的设计，网站的信息质量、网站的支付功能、网站的客户服务以及网站在行业中的品牌形象。本文在对实证结果进行分析之后，对本研究的不足之处进行了分析，并对未来的研究方向进行了展望。
英文摘要：	As O2O E-commerce continues to develop rapidly, local daily service network platforms have brought a lot of convenience to customers’ daily life. At the same time, some problems and risks also appeared during the process of providing and consuming service. They are mainly in: the similarity of the service and products, the low reliability of the product information,the failure in updating product information, the revealing of customer personal information, the incomplete trust system, the inconvenience of payment systems, the incomplete refund security system and most importantly, because of the difficulty of face to face communication. The quality of customer service hase declined greatly, which causes the dissatisfaction that appears in customers’ minds and keeps accumulating. When dissatisfaction reaches an explosive point, customers will turn them into behaviors and some customers will complain to merchants and ask for compensation; some will refuse to buy or use the products or service directly, and some will also spread their unpleasant purchasing experience to their friends or even acquaintances. With the growing popularity of social network platform nowadays, customers’ word of mouth spreads at an incredibly fast speed and reaches your potential customers’ ears quietly but easily. The scope of its influence is wide and the power is huge, thus for merchants, it is a double edged sword. In conclusion, to keep improving customer satisfaction is a key issue to the survival and development of local daily service network platforms. This paper is focused on the perspective of local daily service network platforms and based on customer satisfaction theory, tries to find the factors that influence customer satisfaction on local daily service network platforms. Based on reading a great amount of related literature, plus considering the characters of local daily service network platforms, I analyzed factors that influence customer satisfaction on local daily service network platforms,and on the foundation of China Customer Satisfaction Index (CCSI) model, I came up with the measure index system of customer satisfaction specializing on local daily service network platforms. Through a questionnaire survey, I conducted an empirical study, and used college students and young white collars in Tianjin as our main research subjects, and collected 245 questionnaires in total. From all the valid questionnaires we collected, I tested the data’s reliability and validity using statistical software SPSS17.0. After proving the data’s validity, I analyzed the data’s correlation and regression respectively, and arrived the conclusion that the design, information quality, payment system, customer service and the reputation of the network platform are the factors that influence customers’ satisfaction. After analyzing the result of this empirical research,I talked about some related terms that are not included in my research, and made a prediction about orientation of future research.
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