| 刘红良.B2C电子商务企业“错价门”等事件处理的顾客满意实证研究[J].,2013,14(6):62-68 |
| B2C电子商务企业“错价门”等事件处理的顾客满意实证研究 |
| An Empirical Study of Customer Satisfaction in B2C E-Businesses |
| 投稿时间：2013-09-30 |
| DOI： |
| 中文关键词: 电子商务 顾客满意 结构方程模型 |
| English Keywords:E-Commerce customer satisfaction Structural Equation Model（SEM） |
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| 中文摘要: |
| 近年来，B2C电子商务企业屡次出现价格标错等情况，这类事件处理对企业声誉、经营及利润等都带来一定影响。文章以美国顾客满意度指数模型、网络营销服务补救模型等相关模型为基础，提出B2C企业意外失误事件处理顾客满意概念模型及研究假设。经收集整理211名网购人士的调查数据，并通过结构方程模型来检验模型及假设，结果表明，企业形象对外部因素产生影响，企业制度对内部因素产生影响；客户服务对顾客满意、事件处理措施的执行都有极其显著的影响；顾客购物经验的不同也会影响其对投诉和事件解决的感知，这些因素都将直接或间接影响顾客满意度。B2C电子商务企业可以藉此来合理、稳妥处理意外失误事件。 |
| English Summary: |
| Mislabeling price appeared repeatedly in recent years, and the handling of which would affect the businesses‘ reputation, operation and profit. Based on American Customer Satisfaction Index model and Online Marketing Services Remedial model, the paper proposes a conceptual model and hypothesis of customer satisfaction in the handling of accident blunders by B2C businesses. After analyzing the survey data from 211 online buyers and confirming through Structure Equation Model, we find that businesses’ image influences the external factors, businesses‘system influences internal factors, and customer service influences significantly both customers satisfaction and the implementation of incidents handling measures. Customer’s shopping experience will affect their perception of complaints and incidents resolution, which will directly or indirectly affect customer satisfaction. B2C e-businesses can apply these findings and handle unexpected incidents stably and reasonably. |
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