【正文】 編號(hào)： 畢 業(yè) 論 文 題 目： 絲芙蘭網(wǎng)客戶滿意度 調(diào)查分析 學(xué) 院： 商 學(xué) 院 專 業(yè)： 電 子 商 務(wù) 學(xué)生姓名： X X X 學(xué) 號(hào)： XXXXXXXXXX 指導(dǎo)教師： X X 職 稱： 講 師 題目類型： 理論研究 實(shí)驗(yàn)研究 工程設(shè)計(jì) 應(yīng)用研究 軟件開(kāi)發(fā) 2020 年 6 月 8 日桂林電子科技大學(xué)畢業(yè)論文 摘 要 美國(guó)專家喬吉拉德認(rèn)為，平均每位客戶有 250 個(gè)親友，如果引起一位客戶的不滿意，那么將會(huì)引起 250 個(gè)人的不滿意?？蛻羧绻麑?duì)企業(yè)的產(chǎn)品和服務(wù)感到不滿意，這對(duì)企業(yè)來(lái)說(shuō)，今后這個(gè)客戶的銷售收益將會(huì)變成零，甚至失去更多的潛在客戶。因此，在市場(chǎng)競(jìng)爭(zhēng)激烈的形勢(shì)下，提高客戶滿意度成為所有企業(yè)的重要目標(biāo)。 如今，越來(lái) 越多的網(wǎng)絡(luò)消費(fèi)者傾向于在 B2C 電子商務(wù)網(wǎng)站進(jìn)行商務(wù)活動(dòng)?？蛻魸M意度對(duì)企業(yè)的發(fā)展至關(guān)重要，因此所有的 B2C電子商務(wù)企業(yè)都竭盡所能地提高客戶滿意度。 本文以絲芙蘭網(wǎng)為研究對(duì)象，通過(guò)收集并整理大量資料，結(jié)合絲芙蘭網(wǎng)的實(shí)際情況，分析了絲芙蘭網(wǎng)的客戶滿意度影響因素，構(gòu)建測(cè)評(píng)指標(biāo)體系。以測(cè)評(píng)指標(biāo)體系為準(zhǔn)，設(shè)計(jì)客戶滿意度調(diào)查問(wèn)卷，進(jìn)行了隨機(jī)調(diào)查并獲取數(shù)據(jù)。 運(yùn)用 SPSS(Statistical Package for the Social Science)即 “ 社會(huì)科學(xué)統(tǒng)計(jì)軟件包 ”對(duì)數(shù)據(jù) 進(jìn)行 描述統(tǒng)計(jì) 分析， 獲知絲芙蘭網(wǎng)的主要購(gòu) 買人群和客戶滿意度的基本情況。運(yùn)用加權(quán)平均法計(jì)算每個(gè)指標(biāo)的重要性指數(shù)和滿意度指數(shù)，據(jù)此繪制相應(yīng)的四分圖模型，展示絲芙蘭網(wǎng)的優(yōu)勢(shì)因素、改進(jìn)因素、機(jī)會(huì)因素和維持因素。 根據(jù)數(shù)據(jù)分析結(jié)果，提出 絲芙蘭網(wǎng)的 改進(jìn)建議。 本文通過(guò)對(duì)絲芙蘭網(wǎng)進(jìn)行客戶滿意度研究，使絲芙蘭網(wǎng)了解和掌握影響客戶滿意度的因素及其重要程度，分析和預(yù)測(cè)客戶的潛在需求，同時(shí)，對(duì)同類型的 B2C 電子商務(wù)企業(yè)具有借鑒意義。 關(guān)鍵詞 ： B2C；客戶滿意度； SPSS 桂林電子科技大學(xué)畢業(yè)論文 Abstract American experts Joegillard believes that each customer has an average of 250 friends and relatives, if it makes a customer be not satisfied, then will make 250 people dissatisfied. If customers are not satisfied with products and services of the the enterprise, in the future, sales revenue of the customer will be zero, or even the enterprise will loss more potential customers. Therefore, in intense market petition situation, improving customer satisfaction has bee an important goal of all enterprises. Nowadays, more and more work consumers tend to be in the B2C emerce sites for business activities. Customer satisfaction is very important to the development of the enterprise, so all the B2C emerce businesses are doing everything they can to improve customer satisfaction. Taken sephora work as the research object, this article collects and sorts lots of information, bines with the actual situation of sephora web, analyses customer satisfaction factors of the sephora , builds the evaluation index system. Based on the evaluation index system, This article designs customer satisfaction questionnaire, conducts a random survey and obtains data. This article uses SPSS (Statistical Package for Social Science) to description statistical analysis of data, obtained the main groups to buy goods in sephora web and the basic situation of customer satisfaction. This article Uses the weighted average method to calculate the importance factor of each index and satisfaction index of each four points of graph model is drawn according to the analyses, show sephora ’s advantage factors, factors, opportunity factors and sustain improvement. According to the results of data analysis, sephora web improvement Suggestions are put forward. This article researches customer satisfaction for sephora , make sephora to understand and grasp the influence factors of customer satisfaction and its importance, analysis and forecast the potential needs of customers, At the same time, in this paper, the significance of reference to the B2C electronic merce enterprise of the same type. Key words: B2C。 Customer satisfaction。 SPSS 桂林電子科技大學(xué)畢業(yè)論文 目 錄 引 言 ........................................................................................................... 1 1 客戶滿意度概述 .......................................................................................... 2 客戶滿意和客戶滿意度 .................................................................................................... 2 電子商務(wù)與客戶滿意度 .................................................................................................... 2 國(guó)內(nèi)化妝品購(gòu)物網(wǎng)站的現(xiàn)狀與發(fā) 展 ................................................................................ 2 2 絲芙蘭網(wǎng)客戶滿意度的影響因素 ............................................................... 4 絲芙蘭網(wǎng)的介紹 ................................................................................................................ 4 客戶滿意度的主要影響因素分析 .................................................................................... 4 客戶滿意度測(cè)評(píng)指標(biāo)體系的構(gòu)建 .................................................................................... 4 3 問(wèn)卷設(shè)計(jì)與數(shù)據(jù)收集 .................................................................................. 6 問(wèn)卷設(shè)計(jì) ............................................................................................................................ 6 數(shù)據(jù)收集 ............................................................................................................................ 7 4 數(shù)據(jù)分析與結(jié)果討論 .................................................................................. 8 被調(diào)查者基本信息描述性統(tǒng)計(jì)分析 .................................................................