【正文】 ,000 people to 2022 46,410,000 people, assumes the obvious trend of electronic merce retail trade39。但也因此表現(xiàn)出了很多不足,例如電子商務(wù)應(yīng)用不當(dāng)而導(dǎo)致顧客失去對零售業(yè)的信任,商務(wù)信息閉塞所引起的顧客失去了對零售業(yè)的忠誠等等,因此對怎樣利用電子商務(wù)來提高零售業(yè)顧客忠誠度是值得研究的話題。電子商務(wù)下零售業(yè)的快速發(fā)展包含很多因素,其中顧客忠誠度的重要性也明顯的顯露出來。I / 35電子商務(wù)下零售業(yè)顧客忠誠度的建立摘要隨著電子商務(wù)技術(shù)的開發(fā)與應(yīng)用，零售業(yè)逐漸擺脫原有的地域性限制，向網(wǎng)絡(luò)化方向邁進(jìn)，網(wǎng)絡(luò)購物迅速發(fā)展。據(jù)中國互聯(lián)網(wǎng)信息中心（CNNIC）統(tǒng)計資料顯示，我國通過網(wǎng)上商店購買過商品或服務(wù)的消費者數(shù)量已由 2022 年的 萬人上升至 2022 年的 4641 萬人，呈明顯的上升趨勢。目前,零售業(yè)競爭的環(huán)境發(fā)生著劇烈的動蕩和變化,顧客忠誠以其對企業(yè)經(jīng)營績效產(chǎn)生的巨大貢獻(xiàn)而日益成為人們關(guān)注的焦點。關(guān)鍵詞 電子商務(wù)；零售業(yè)；顧客忠誠II / 35AbstractAlong with the electronic merce technology39。s fast development contains many factors, the customer loyalty39。s environment is having the fierce turbulence and the change, the customer manages the great contribution which by it to the enterprise the achievements produce to bee the focal point which day by day loyally the people pay also therefore displayed many insufficiencies, for example electronic merce applied improper causes the customer to lose to the retail trade the trust, the mercial information stops up the customer who caused to lose loyally to the retail trade and so on, therefore how to enhance the topic which using the electronic merce the retail trade customer loyalty was worth studying.Keywords electronic merce。 customer loyaltyIII / 35目錄摘要 .......................................................................................................................................IAbstarct..................................................................................................................................................II第 1 章 緒論 ........................................................................................................................1 課題研究背景 ............................................................................................................1 國內(nèi)外研究現(xiàn)狀 ........................................................................................................2 國外研究現(xiàn)狀 .....................................................................................................2 國內(nèi)研究現(xiàn)狀 .....................................................................................................3 研究內(nèi)容 ....................................................................................................................4 研究方法 ....................................................................................................................4第 2 章 研究的理論基礎(chǔ) ....................................................................................................5 相關(guān)概念的界定 ........................................................................................................5 電子商務(wù)的含義 .................................................................................................5 零售業(yè)的含義 .....................................................................................................5 顧客忠誠度的含義 .............................................................................................5 電子商務(wù)下零售業(yè)顧客忠誠度的含義 .............................................................5 零售業(yè)的分類 ............................................................................................................6 建立零售業(yè)顧客忠誠度的基礎(chǔ) ................................................................................6 零售業(yè)建立顧客忠誠度的步驟 ................................................................................7 零售業(yè)顧客忠誠度的建立方法 ................................................................................8 建立電子商務(wù)下零售業(yè)顧客忠誠度的意義 ............................................................9第 3 章 電子商務(wù)下零售業(yè)顧客忠誠度現(xiàn)狀及存在問題 ..............................................10 相關(guān)概況與現(xiàn)狀的介紹 ..........................................................................................10 電子商務(wù)下零售業(yè)的概況 ...............................................................................10 零售業(yè)顧客忠誠度建立的現(xiàn)狀 .......................................................................10 零售業(yè)顧客忠誠度普遍存在的問題 ......................................................................11 電子商務(wù)下零售業(yè)顧客忠誠度的建立存在的問題 ..............................................12 商品質(zhì)量問題導(dǎo)致的顧客忠誠度的降低 .......................................................12IV / 35 服務(wù)問題導(dǎo)致的顧客忠誠度的降低 ...............................................................12 誠信問題導(dǎo)致的顧客忠誠度的降低 ...............................................................12 購物環(huán)境不便利導(dǎo)致的顧客忠誠度的降低 ...................................................13 安全問題導(dǎo)致的顧客忠誠度的降低 ...............................................................13 不重視顧客導(dǎo)致的顧客忠誠度的降低 ...........................................................14第 4 章 電子商務(wù)下零售業(yè)顧客忠誠度的建立問題的解決對策 ..................................15 注重提高產(chǎn)品的質(zhì)量 ..............................................................................................15 改善你的服務(wù) ..........................................................................................................15 建立可靠的信譽(yù) ......................................................................................................16 為顧客創(chuàng)造更大的便利 ..........................................................................................16 加強(qiáng)對客戶的責(zé)任 ..................................................................................................17 建立網(wǎng)絡(luò)社區(qū) ..........................................................................................................17結(jié)論 ....................................................................................................................................19致謝 ....................................................................................................................................20參考文獻(xiàn) ............................................................................................................................21附錄 ....................................................................................................................................221 / 35第 1 章 緒論 課題研究背景電子商務(wù)的研究始于70年代末。而目前零售業(yè)的電子商務(wù)應(yīng)用是最為廣泛的。在一定程度上解決了傳統(tǒng)的零售業(yè)組織結(jié)構(gòu)層次過于復(fù)雜、市