Research On Influencing Factors Of Customer Satisfaction Of Light Luxury E-commerce Platforms

At present,the light luxury goods industry has not only become an important part of China's consumer economic sector,but also plays an increasingly important role in improving human's quality of life.Nowadays,the "light luxury brand" that meets the needs of customers has gradually become the darling of the market and has received extensive attention.Improving customer satisfaction has become an important means for light luxury goods e-commerce enterprise to maintain competitive advantage.The current number of light luxury goods e-commerce platforms has shown an increasing trend,competition between platforms has become fierce,customer satisfaction further increase customer loyalty,and to a large extent,it affects the development prospects of the company.In this context,this paper has studied the key factors affecting customer satisfaction of light luxury goods e-commerce platform.In order to verify effectiveness and reasonability of questionnaire,50 valid questionnaires had been collected by questionnaire method and done reliability test and validity test.Through the combination of online and offline,212 valid questionnaires were collected during formal research.Based on this,the basic attribute characteristics and behavioral characteristics of platform users were analyzed.At the same time,the factor analysis method was used to obtain the customer satisfaction of light luxury goods e-commerce platform and got 5 influence factors.They were service quality,shopping experience,technology-driven,brand image and price factors,which are five key factors affecting customer satisfaction on online purchase of light luxury goods.In addition to this,KANO model was used to analysis this article,we found that product quality and customer experience were attractive factors;while promotion&service quality&strengthen cooperation wih brands;technical innovation were one dimensiona factors.Affordable luxury goods e-commerce platforms should pay more attention on increasing customer satisfaction to enhance competition in the market.The article selects MLH light luxury goods e-commerce platform as a typical case.Firstly,the development history of MLH was introduced at the beginning.Secondly,we analyzed the problems that MLH light luxury goods e-commerce platform when customer satisfaction is very low.In response to this situation,MLH had taken five major measures,including strengthen the quality of service management and build quality management system;improve the customer management model and promote customer experience;strengthen cooperation with first-line brands and introduce strategic franchisees;adjust organizational structure and enhance importance of the technical department;carry out price reduction promotions and reward customers with actual offers.After rectification,complaint rate had declined obviously;meanwhile,repurchase rate and sales volume had sharp increased.From above all,3 revelations has been concludes,it would be complete quality management;increase user experience;carry out innovation-driven strategy.The article analyzes influencing factors of customer satisfaction of light luxury goods online e-commerce platform by selecting the combination of empirical analysis and case analysis.To a certain degree,it expands and enriches correlation theory of customer satisfaction research on online e-commerce platform of luxury goods,and has certain practical value for improving customer satisfaction of online luxury e-commerce platform.