Research On The Fuzzy Comprehensive Evaluation Of Customer Satisfaction In B2C Electronic Business Enterprise

In the recent ten years, the global electronic commerce has developed rapidly with the quick development of the information technology and the popularization of Internet. Many enterprises begin expanding new markets on the network, striving for customers, and expanding businesses to promote the competitive ability. In addition, the operating model of some enterprises is based on the online-sale completely, so the network customers are their target clients. In a word, how to raise the consumers'degree of satisfaction under the network environment and gain the consumers'loyalty are closely related with the income achievements of the B2C electronic commerce enterprise. Therefore, the enterprises need to make a study on the consumers'psychology and behaviors under the network environment to understand the factors influencing customers'satisfaction, and establish the index system of network customers'satisfaction which is based on the characteristics of the consumption on network. The enterprises should improve the electronic commerce achievements and promote the positive self-development according to the theories of the customer satisfaction. To satisfy this demand of the B2C electronic commerce enterprise, I make the research on the Fuzzy Comprehensive Evaluation of customer satisfaction in B2C electronic commerce enterprise.In the first chapter of this paper I introduce the basic concepts, the process of development of the B2C electronic commerce. With the above knowledge, the readers will have a holistic and clear understanding of this kind of commercial model and its characteristics. Then I describe the present scale of market, the perspective of...