Study On Customer Satisfaction Degree Evaluation Of B2C Electronic Commerce Enterprise

Progress in information technology and the popularition of the Internet, making the development of e-commerce(electronic commerce), more and more consumers are shopping online. As a new mode, B2C has great advantages on lower cost, higher level of safety and security in purchasing and transaction, it is also closer to customers'needs,as well as providing with more professional services.In recent years, with the development of e-commerce related technology, steady economic development and vigorous policy support, our e-commerce consumption scale constantly expands, lots of e-commerce companies have emerged, and competition is increasingly fierce. In the face of fierce market competition, it is very necessary for e-commerce companies to know customers'shopping experience and satisfaction, control the influence factors of customer satisfaction, and then take steps to improve its products and services, effectively enhance competitiveness. At present, researches based on B2C e-commerce enterprise customer satisfaction degree evaluation are not rich. In addition, because of business contents differences and regional diversity,evalution index systems built by scholars are different, there is no standard evaluation model of B2C e-commerce customer satisfaction.This paper mainly studies B2C e-commerce websites customer satisfaction, aim to establish an approriate evaluation model for companies to know and improve their customer satisfaction degree. First, this paper studied extensive literatures of customer satisfaction degree and evaluation method, then describes the study situation at home and abroad, methods of customer satisfaction evaluation, and the development of B2C e-commerce.In a reference for the basis of existing research results, this paper puts forward a preliminary evaluation indexes, and turns it into a questionnaire of B2C e-commerce company customer satisfaction. After distributing and receiving questionnaires through the Internet, statistical software SPSS16.0 is used to test questionnaires'reliability and validity and to do factor analysis, and then establishes formal evaluation index system.In choosing model's evaluation method, this paper compares several customer satisfaction evaluation methods, considering the fuzzy characteristics of customer satisfaction, this paper choosees Fuzzy Comprehensive Evaluation(FCE), which is widely used in many industries'project evaluation. Analytic Hierarchy Process(AHP) is used to determine the weight of each index, for its better combination with index system's hierarchical structure. At last, this paper applies the evaluation model to a B2C e-commerce websites—VANCL, then analyses the results and also provides some suggestions.