摘要
B2C消费者满意度的评价研究对于进一步推动B2C的优化升级提升其服务能力具有重要意义.针对目前B2C消费者满意度评价模型存在的缺陷,以消费者需求为导向从网站、商品、服务、用户体验和便捷性与个性化五个方面设计了评价的指标体系,利用层次分析法确定了各评价指标的权重.在指标体系构建的基础上,将评价主体消费者纳入到评价模型当中,对评价模型进行了修正,构建了基于灰色模糊综合评价法的B2C消费者满意度评价模型.选用京东商城案例验证了满意度评价的合理性和可行性,根据满意度评价结果为京东商城提出了优化建议.
The research on B2C shopping website consumer satisfaction evaluation is of great significance to further promote the optimization and upgrading of B2C websites and improve their service capabilities.Aiming at the defects of the current B2C shopping website consumer satisfaction evaluation model,this paper designs an evaluation index system from five aspects:website,goods,services,user experience,convenience and personalization,and determines the weight of each evaluation index by using the analytic hierarchy process.On the basis of the index system construction,the evaluation subject consumers are included in the evaluation model,and a B2C shopping website consumer satisfaction evaluation model based on the improved gray fuzzy comprehensive evaluation method is constructed.The case of Jingdong Mall is selected to verify the rationality and feasibility of the satisfaction evaluation model,and optimization suggestions are proposed for Jingdong Mall according to the satisfaction evaluation results.
作者
李玲玲
杨兴凯
LI Lingling;YANG Xingkai(School of Business Administration,Chaohu University,Chaohu 238024,China;School of Management Science and Engineering,Dongbei University of Finance and Economics,Dalian 116025,China;Center of Experimental Teaching,Dongbei University of Finance and Economics,Dalian 116025,China)
出处
《渤海大学学报（自然科学版）》
CAS
2023年第2期172-183,共12页
Journal of Bohai University:Natural Science Edition
基金
辽宁省社科规划基金重点项目(No:L17AGL015)
2022年度高校科学研究项目(No:2022AH051703)
关键词
B2C
层次分析法
灰色模糊综合评价法
满意度
评价模型
B2C
analytic hierarchy process
grey fuzzy comprehensive evaluation method
satisfaction
evaluation model
