跨境电商客户满意度影响因素分析

跨境电商客户满意度影响因素分析(论文16000字)
摘要
跨境电商是一种新型的国际贸易方式，通过将传统的对外贸易网络化和电子化来实现。国内外经济形式不断更改，国际市场需求也在不断变化，这为跨境电商企业的跨国交易及物流仓储服务创造了新的机遇。跨境电子商务作为拓展海外市场，提升品牌国际形象的主要途径之一，在全世界范围内得到了广泛的关注，改变了外贸的传统经营形式。当前我国跨境电子商务的发展进入了新的发展态势。
但是尽管我国近几年跨境电商发展迅猛，我们依然需要关注到跨境电商中存在的问题，考虑到网络渠道的多元化，网购平台的多样化以及在激烈的买方市场竞争中，如何有效提高客户的满意度，让客户对卖家或企业做出好的评价。本文结合专家打分法和DEMATEL方法构建出影响跨境电商客户满意度的各项指标，进行筛选后对其进行量化评分，再根据矩阵的计算方法进行各项指标的分析，从中找出关键性因素，并提出了针对性的对策建议，可进一步指导广大卖家和企业开展针对性的改良行动，有利于提升店铺的流量和转化率，为跨境电商企业能够满足客户需求和提升客户满意度提供一定的参考。
关键词：跨境电商DEMATEL方法客户满意度因素分析
 
Analysis on factors influencing customer satisfaction of cross-border e-commerce and countermeasures
ABSTRACT
Cross-border e-commerce is a new type of international trade, which is achieved through the networking and electronicization of traditional foreign trade. With the change of the economic environment at home and abroad， the demand of the international market gradually shrinks， which brings new opportunities for the development of cross-border e-commerce small cross-border transactions and logistics services. Cross-border e-commerce， as one of the main ways to expand overseas markets and improve the international image of the brand， has attracted extensive attention worldwide and changed the traditional business mode of foreign trade. At present, China's cross-border e-commerce has entered a new development trend.
However, despite the rapid development of cross-border e-commerce in China in recent years, we still need to pay attention to the problems existing in cross-border e-commerce. Considering the diversity of network channels, the diversification of online shopping platforms and the fierce buyer market competition, how to effectively improve customer satisfaction, so that customers can make a good evaluation of sellers or enterprises. Based on DEMATEL method, this paper constructs an index system to affect cross-border e-commerce customer satisfaction. Through quantitative scoring, calculation and analysis, it finds out the key factors affecting customer satisfaction, and puts forward targeted countermeasures and suggestions, which can further guide the majority of sellers and enterprises to carry out targeted improvement actions, and is conducive to improving the flow and conversion rate of stores, so as to provide cross-border e-commerce enterprises with energy. Enough to meet customer needs and improve customer satisfaction to provide some reference.
Keywords:Cross-border electricity； DEMATEL method； Customer satisfaction； data analysis
 
目录
摘要    I
ABSTRACT    II
目录    III
第一章绪论    1
1.1  选题背景    1
1.1.1  跨境电商出现的原因    1
1.1.2  跨境电商发展现状    1
1.1.3  跨境电商与传统国际贸易的对比    2
1.1.4  跨境电商与国内电商的对比    3
1.2  研究内容    4
1.3  研究目的与思路    4
1.4  研究方法与研究路线图    5
第二章文献综述    6
2.1 相关理论综述    6
2.1.1 期望确认理论( ECT)    6
2.1.2 技术接受模型( TAM)    6
2.1.3 补充要素理论    7
2.2 跨境电商研究现状    7
第三章基于DEMATEL的跨境电商客户满意度影响因素分析    10
3.1  DEMATEL指标构建    10
3.1.1  DEMATEL方法    10
3.1.2  DEMATEL构建方法    10
3.2 影响因素指标构建    11
第四章实证分析    14
4.1  影响因素筛选    14
4.2  建立影响矩阵    14
4.3  结果分析    15
1.影响度分析    16
2.被影响度分析    17
3.中心度分析    17
4.原因度分析    17
4.4 应用实例    18
4.5 客户满意度提升对策分析    20
1.产品的选择    20
2.平台的选择    20
3.物流与配送服务    21
4.沟通与售后    22
第五章总结    23
5.1  主要结论    23
5.2  不足与展望    23
参考文献    25
致谢    28