B2C E-commerce Customer Satisfaction Index System Construction And Its Synthetic Evaluation Research

with the development of electronic commerce,the competition in the industry is more and more fierce.Customer group competition and lower customer satisfaction has brought tremendous pressure to B2C e-commerce business.Therefore,grasping customer satisfaction timely,understanding the problems that existed in the store operation,setting up a comprehensive mechanism to improve the customer shopping experience,so that raising customer satisfaction,this is one of the important mean to attract and retain customers,and the key to B2C e-commerce enterprise long-term survival and enterprise performance,and also has an important significance for the future development.In this paper,first of all,reading a lot of relevant literature on customer satisfaction,introducing domestic and foreign research present situation,putting forward its reference value and deficiencies.Then,combined with the characteristics of B2C e-commerce operation mode and the influencing factors of customer satisfaction,based on the existing research results at home and abroad,increasing customer care dimension,and redistricting and optimizing of existing index system,and constructing a set of measurement index system which includes technology,goods,customer service,logistics distribution,customer care and so on,which is more suitable for the current B2C e-commerce customer satisfaction.And on this basis,we design a questionnaire for the customer satisfaction of tmall,which is used in this paper.Finally,the rationality of the construction of the index system is verified by statistical methods.In the process of customer satisfaction evaluation,the weight of each index is determined by the combination of analytic hierarchy process and factor analysis method.In the evaluation method,the fuzzy synthetic evaluation method is used to calculate the customer satisfaction survey of tmall.Finally,analyzing the tmall customer satisfaction evaluation results,and putting forward some suggestions for the B2C e-commerce industry.