【正文】 ives, 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。 SPSS 桂林電子科技大學畢業(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 電子商務與客戶滿意度 .................................................................................................... 2 國內化妝品購物網(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 客戶滿意度測評指標體系的構建 .................................................................................... 4 3 問卷設計與數(shù)據(jù)收集 .................................................................................. 6 問卷設計 ............................................................................................................................ 6 數(shù)據(jù)收集 ............................................................................................................................ 7 4 數(shù)據(jù)分析與結果討論 .................................................................................. 8 被調查者基本信息描述性統(tǒng)計分析 ................................................................................ 8 信度檢驗 ............................................................................................................................ 9 效度檢驗 ............................................................................................................................ 9 客戶滿意度描述性統(tǒng)計分析 .......................................................................................... 10 各指標的滿意度和重要性分析 ...................................................................................... 11 基于四分圖模型的滿意度 重要性分析 ........................................................................ 16 5 建議 ........................................................................................................... 18 改善售后服務 .................................................................................................................. 18 保持競爭優(yōu)勢 .................................................................................................................. 18 調整或維持商品價格 ...................................................................................................... 18 調整投入的資源 .............................................................................................................. 19 6 結束語 ....................................................................................................... 20 桂林