【正文】 表明網(wǎng)絡(luò)安全性、價(jià)格和便捷性占有重要影響地位。因此，企業(yè)之間的競(jìng)爭(zhēng)應(yīng)當(dāng)轉(zhuǎn)向客戶資源的競(jìng)爭(zhēng)。根據(jù)艾瑞網(wǎng)的《2012Q2度中國(guó)網(wǎng)絡(luò)購(gòu)物市場(chǎng)數(shù)據(jù)》，2012年第二季度，%，%，%。gillard 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 network 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 network 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 net, 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 net’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 net, make sephora net 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。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。客戶滿意度對(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。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。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。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。 Customer satisfaction。在天貓、京東和騰訊形成三足鼎立的情況下，其他B2C企業(yè)新秀也層出不窮。提高客戶滿意度是客戶資源競(jìng)爭(zhēng)的重要手段，越來(lái)越多的B2C企業(yè)意識(shí)到提高客戶滿意度的重要性，提高客戶滿意度成為企業(yè)取得競(jìng)爭(zhēng)優(yōu)勢(shì)不可缺少的要素。本文以絲芙蘭網(wǎng)為研究對(duì)象，參考有關(guān)文獻(xiàn)并結(jié)合絲芙蘭網(wǎng)的實(shí)際情況，對(duì)絲芙蘭網(wǎng)的客戶滿意度影響因素進(jìn)行實(shí)證研究。 Churchill對(duì)客戶滿意含義的理解為“購(gòu)買者對(duì)預(yù)期回報(bào)與投入成本進(jìn)行比較產(chǎn)生的心理狀態(tài)，是購(gòu)買與使用產(chǎn)品的結(jié)果[2]”。從另一個(gè)方面說(shuō)，客戶會(huì)對(duì)產(chǎn)品或服務(wù)的質(zhì)量、價(jià)格等方面進(jìn)行評(píng)價(jià)，并給出心理滿足感的程度，包括高的滿足感或低的滿足感，客戶滿意度就是客戶需求的滿足程度的反饋。在設(shè)法提高客戶滿意度的過(guò)程中，企業(yè)會(huì)越來(lái)越了解客戶，能準(zhǔn)確地預(yù)測(cè)到客戶的需求和期望。滿意的客戶會(huì)把自己在企業(yè)購(gòu)物的滿意感受告訴別人?？蛻糁艺\(chéng)來(lái)自于客戶滿意，而且客戶忠誠(chéng)能夠長(zhǎng)期保持，忠誠(chéng)客戶很少轉(zhuǎn)向其它產(chǎn)品和服務(wù)或?yàn)榱烁偷膬r(jià)格而選擇新的商家。 國(guó)內(nèi)化妝品購(gòu)物網(wǎng)站的現(xiàn)狀與發(fā)展近年來(lái)，B2C化妝品購(gòu)物網(wǎng)站不斷崛起。垂直型B2C渠道品牌會(huì)把擴(kuò)展供應(yīng)鏈作為主要目標(biāo)之一。同時(shí)，絲芙蘭在中國(guó)推出了絲芙蘭網(wǎng)上商店，絲芙蘭網(wǎng)迅速成為中國(guó)著名的B2C化妝品在線購(gòu)買平臺(tái)，所有的國(guó)內(nèi)外品牌產(chǎn)品都是由官方授權(quán)。他認(rèn)為影響網(wǎng)絡(luò)消費(fèi)者滿意度的因素包括企業(yè)的后勤支持、客戶服務(wù)、商品的價(jià)格吸引力和網(wǎng)站前端各項(xiàng)服務(wù)的優(yōu)劣。我國(guó)的張梅指出了我國(guó)B2C電子商務(wù)企業(yè)的發(fā)展中的一些問(wèn)題，主要體現(xiàn)在支付和物流配送方面[11]。安全性包括客戶個(gè)人信息和財(cái)務(wù)信息的保護(hù)，支付方式的安全，安全保護(hù)措施。 客戶滿意度測(cè)評(píng)指標(biāo)體系的構(gòu)建，本文構(gòu)建了絲芙蘭網(wǎng)客戶滿意度影響因素測(cè)評(píng)指標(biāo)體系。第三部分是被調(diào)查者對(duì)每個(gè)指標(biāo)重要程度的評(píng)分情況。本文初步設(shè)計(jì)的調(diào)查問(wèn)卷的第二部分中，每個(gè)問(wèn)題的5個(gè)回答是“非常滿意”、“ 滿意”、“不一定”、“不滿意”、“非常不滿意”5種回答，每個(gè)回答也依次分別記為5分、4分、3分、2分、1分。因?yàn)椴缓细竦臏y(cè)量指標(biāo)使得問(wèn)卷的信度和效度降低，所以剔除了兩個(gè)不合格的二級(jí)測(cè)量指標(biāo)，分別為：網(wǎng)站客戶指南的幫助性、網(wǎng)站系統(tǒng)的運(yùn)行速度。共回收問(wèn)卷46份，剔除回答有偏差和不完整的無(wú)效問(wèn)卷4份，得到有效問(wèn)卷42份。男女比例基本均衡。月收入在300010000元的網(wǎng)購(gòu)人群占比較大的比例，職業(yè)類型為企事業(yè)單位工作人員以及公務(wù)員的網(wǎng)購(gòu)人群居多。s ，表示信度較高，可接受[13]。s 。 效度檢驗(yàn)效度即為有效性，是指問(wèn)卷反映的概念和問(wèn)題的內(nèi)部結(jié)構(gòu)程度是否合理有效。 客戶滿意度描述性統(tǒng)計(jì)分析均值表示一組數(shù)據(jù)或統(tǒng)計(jì)總體的平均特征值。 各指標(biāo)的滿意度和重要性分析本文采用加權(quán)平均法計(jì)算每個(gè)二級(jí)指標(biāo)的滿意度指數(shù)得分，對(duì)滿意度進(jìn)行量化