S公司跨境电商业务客户满意度提升策略研究
发布时间：2023-05-06 17:19
跨境出口电子商务作为一种新模式,消费者对产品与服务的满意度直接反映在商品评价当中。这种评价模式不仅影响到企业的流量情况,还具有口碑营销的特点,从而影响到企业商品的成交率。于电子商务企业而言,提高客户满意度至关重要。论文以S公司为例,利用消费者对产品的评价作为分析的数据。利用文本数据分别进行消极评价的统计和通过所有评价生成语义网络进行分析来找出消费者在购物体验中感到满意以及不满意的因素和消费群体特征。研究发现,大多数顾客在购物过程中有愉快的体验,但S公司依然存在多个方面的问题,包括由于语言障碍而导致消费者对商品的理解障碍,缺乏产品选购与安装指导,客服与顾客沟通不足,部分国家的物流运输体验差,消费者对产品缺乏正确认识等情况。与此同时,在语义网络图中还发现部分消费者在评价时,喜欢分享测试产品性能的数据以及其所购买的配件适合安装的成品品牌名称。研究基于消费者视角的4Cs理论,并结合平衡顾客让渡价值理论与生产者让渡理论提出可行方案。在商品展示方面,S公司应当以视频的形式完善产品描述与安装指导为消费者提供直观的展示形式,以及优化小语种的语言表述。在客服服务方面,S公司应采用激励机制来提高客服沟通的...
【文章页数】：99 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
1.1 Research Background and Significance
1.2 Research Content
1.3 Research Methods
1.3.1 Literature Research
1.3.2 Case Study
Chapter 2 Literature Review
2.1 Semantic Network Analysis
2.2 Cross-border e-commerce
2.3 Customer Delivered Value Theory
2.4 Customer Satisfaction
2.5 4Cs Marketing Theory
Chapter 3 Case Description
3.1 Brief Introduction of Company S
3.2 Organization Structure
3.3 Company S’Development
Chapter 4 Case Analysis
4.1 Brief Introduction of CBEC Industry
4.2 Product Review Analysis
4.3 Analysis of Negative Review Factors
4.4 Semantic Network Analysis for Reviews
4.4.1 Consumer Satisfaction Factors
4.4.2 Consumer Cognitive Bias
4.4.3 Issues on Consumer Needs
4.4.4 Issues on Consumer Purchase
4.4.5 Issues on Package and Transportation
4.5 Summary
4.5.1 Problems
4.5.2 Consumer Characteristics and Habits
Chapter 5 Suggestion
5.1 Improvement on Product Page
5.1.1 Product Description and Installation Guidance
5.1.2 Minority Language Expression
5.2 Improvement on Customer Service
5.2.1 Communication Skills
5.2.2 Autoresponder System
5.3 Utilization on Social Media Marketing
5.4 Improvement on Logistics
5.5 Summary
Chapter 6 Conclusion
6.1 Research Summary
6.2 Limitation of the present research
6.3 Suggestions for further research
REFERENCE
ACKNOWLEDGEMENTS
本文编号：3809309
【文章页数】：99 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
1.1 Research Background and Significance
1.2 Research Content
1.3 Research Methods
1.3.1 Literature Research
1.3.2 Case Study
Chapter 2 Literature Review
2.1 Semantic Network Analysis
2.2 Cross-border e-commerce
2.3 Customer Delivered Value Theory
2.4 Customer Satisfaction
2.5 4Cs Marketing Theory
Chapter 3 Case Description
3.1 Brief Introduction of Company S
3.2 Organization Structure
3.3 Company S’Development
Chapter 4 Case Analysis
4.1 Brief Introduction of CBEC Industry
4.2 Product Review Analysis
4.3 Analysis of Negative Review Factors
4.4 Semantic Network Analysis for Reviews
4.4.1 Consumer Satisfaction Factors
4.4.2 Consumer Cognitive Bias
4.4.3 Issues on Consumer Needs
4.4.4 Issues on Consumer Purchase
4.4.5 Issues on Package and Transportation
4.5 Summary
4.5.1 Problems
4.5.2 Consumer Characteristics and Habits
Chapter 5 Suggestion
5.1 Improvement on Product Page
5.1.1 Product Description and Installation Guidance
5.1.2 Minority Language Expression
5.2 Improvement on Customer Service
5.2.1 Communication Skills
5.2.2 Autoresponder System
5.3 Utilization on Social Media Marketing
5.4 Improvement on Logistics
5.5 Summary
Chapter 6 Conclusion
6.1 Research Summary
6.2 Limitation of the present research
6.3 Suggestions for further research
REFERENCE
ACKNOWLEDGEMENTS
本文编号：3809309
本文链接：https://www.wllwen.com/gongshangguanlilunwen/3809309.html
