我国移动商务顾客满意度测评研究
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摘要
近年来,我国经济迅速发展,人民生活水平不断提高,其对生活质量方面的要求也越来越高;同时,无线通信技术、移动通信网络快速发展,移动设备迅速普及,为移动商务在我国的发展创造了有利的条件。自2005年以来,移动商务在我国获得了空前的发展,它以移动营销、移动客户服务为起点,行业应用遍及服务和零售企业。2007年以来移动商务应用进入到一个新的发展阶段,移动商务质量也正在稳步提高。
我国移动商务的发展历时约八年,虽然取得了很大进展,仍然存在着一些问题,人们对它的认识尚处于模糊时期,对移动商务的各种应用也还处于犹豫、观望阶段,对它的满意程度也不尽人意。如何测评移动商务顾客满意度,分析导致测评结果的原因,则成为本文的研究重点。
本文回顾了我国移动商务的发展状况,分析了我国移动商务发展过程中所存在的问题,界定了本研究中顾客的范围及涵义,论述了顾客满意度和移动商务的相关理论,并对现有的各种顾客满意度模型和测评方法进行了分析。同时以美国顾客满意度指数模型ACSIM为依据构建我国移动商务顾客满意度三级测评模型,该模型以整体顾客满意度为第一层指标,顾客期望、感知质量、感知价值、顾客满意程度、顾客忠诚、顾客抱怨为第二层指标,再对各二级指标进行显化,成为可测量的第三层指标。顾客满意度是顾客的一种心理状态和自我感受,具有很强的模糊性、综合性,很难用准确的数字指标来量化;而且,顾客满意度测评受多种因素的影响,既有大量的已知信息,也包括大量的未知信息,特别对于移动商务这种新兴的领域,人们对它的认识还存在许多空白,即认知灰色。基于此,本文利用问卷调查的方式获取研究所需的相关数据,采用模糊综合评价及灰色关联聚类法对我国移动商务的顾客满意度进行了评价,通过实例分析验证了这两种方法的适用性,最后,将这两种测评方法进行了比较。
These years, the rapid development of the economy in China and the steady improvement of living standards result in that people demand higher living quality. Meanwhile, the rapid development of wireless communication technology, mobile communication network and the permeation of the mobile device have created a more favorable environment for the development in China. Since 2005, mobile commerce in China has enjoyed unprecedented development, which began from mobile sales and mobile customer services and now the industry applications in service industry and retail enterprises are accepted to a great extent by customers and mobile commerce are developing and spreading in various industries step by step. Since 2007, mobile commerce applications have entered the stage of rapid development and the quality of mobile commerce is improved steadily.
The development of mobile commerce in China is only 8 years and made great advances .But there are still a few problems during the process of development. What's more, people's knowledge for it is fuzzy and people are of hesitate and observing attitude as for the applications of mobile commerce and dissatisfied with it. So how to evaluate mobile commerce customer satisfaction and analyze the evaluation result becomes the research purpose of this paper.
In this thesis, firstly, we review the development status of mobile commerce and analyze the problems existed in the developing process; then delimit the definition and scope, introduce the related theories on customer satisfaction and mobile commerce; lastly, describe and analyze the customer satisfaction model and evaluation method. This paper sets up Customer Satisfaction Evaluation System for Mobile Commerce based on ACSIM, which sets overall customer satisfaction as the first-level indices, customer expectation, perceived quality, perceived value, customer satisfaction degree, customer loyalty and customer complaint as the second-level indices, and measured indices for the second-level indices as the third-level indices. As customer satisfaction is psychology and self-perceiving, it possesses fuzzy and comprehensive characteristics, which can not be quantified by accurate number. What's more, customer satisfaction evaluation is affected by a few factors, which include large known information and unknown information as well. Especially in the new field of mobile commerce, ordinary people know a little about it, the large part of which still remains unknown, that is grey cognition. This paper obtains required data making use of questionnaires, adopts fuzzy comprehensive evaluation and grey relational clustering method to evaluate the customer satisfaction of mobile commerce in China and proves the applicability of these two methods by example analysis. Lastly, it compares these two methods.
我国移动商务的发展历时约八年,虽然取得了很大进展,仍然存在着一些问题,人们对它的认识尚处于模糊时期,对移动商务的各种应用也还处于犹豫、观望阶段,对它的满意程度也不尽人意。如何测评移动商务顾客满意度,分析导致测评结果的原因,则成为本文的研究重点。
本文回顾了我国移动商务的发展状况,分析了我国移动商务发展过程中所存在的问题,界定了本研究中顾客的范围及涵义,论述了顾客满意度和移动商务的相关理论,并对现有的各种顾客满意度模型和测评方法进行了分析。同时以美国顾客满意度指数模型ACSIM为依据构建我国移动商务顾客满意度三级测评模型,该模型以整体顾客满意度为第一层指标,顾客期望、感知质量、感知价值、顾客满意程度、顾客忠诚、顾客抱怨为第二层指标,再对各二级指标进行显化,成为可测量的第三层指标。顾客满意度是顾客的一种心理状态和自我感受,具有很强的模糊性、综合性,很难用准确的数字指标来量化;而且,顾客满意度测评受多种因素的影响,既有大量的已知信息,也包括大量的未知信息,特别对于移动商务这种新兴的领域,人们对它的认识还存在许多空白,即认知灰色。基于此,本文利用问卷调查的方式获取研究所需的相关数据,采用模糊综合评价及灰色关联聚类法对我国移动商务的顾客满意度进行了评价,通过实例分析验证了这两种方法的适用性,最后,将这两种测评方法进行了比较。
These years, the rapid development of the economy in China and the steady improvement of living standards result in that people demand higher living quality. Meanwhile, the rapid development of wireless communication technology, mobile communication network and the permeation of the mobile device have created a more favorable environment for the development in China. Since 2005, mobile commerce in China has enjoyed unprecedented development, which began from mobile sales and mobile customer services and now the industry applications in service industry and retail enterprises are accepted to a great extent by customers and mobile commerce are developing and spreading in various industries step by step. Since 2007, mobile commerce applications have entered the stage of rapid development and the quality of mobile commerce is improved steadily.
The development of mobile commerce in China is only 8 years and made great advances .But there are still a few problems during the process of development. What's more, people's knowledge for it is fuzzy and people are of hesitate and observing attitude as for the applications of mobile commerce and dissatisfied with it. So how to evaluate mobile commerce customer satisfaction and analyze the evaluation result becomes the research purpose of this paper.
In this thesis, firstly, we review the development status of mobile commerce and analyze the problems existed in the developing process; then delimit the definition and scope, introduce the related theories on customer satisfaction and mobile commerce; lastly, describe and analyze the customer satisfaction model and evaluation method. This paper sets up Customer Satisfaction Evaluation System for Mobile Commerce based on ACSIM, which sets overall customer satisfaction as the first-level indices, customer expectation, perceived quality, perceived value, customer satisfaction degree, customer loyalty and customer complaint as the second-level indices, and measured indices for the second-level indices as the third-level indices. As customer satisfaction is psychology and self-perceiving, it possesses fuzzy and comprehensive characteristics, which can not be quantified by accurate number. What's more, customer satisfaction evaluation is affected by a few factors, which include large known information and unknown information as well. Especially in the new field of mobile commerce, ordinary people know a little about it, the large part of which still remains unknown, that is grey cognition. This paper obtains required data making use of questionnaires, adopts fuzzy comprehensive evaluation and grey relational clustering method to evaluate the customer satisfaction of mobile commerce in China and proves the applicability of these two methods by example analysis. Lastly, it compares these two methods.
引文
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[2]赵干辅.中国移动电子商务发展初探.当代通信,2005,(22):20-22
[1]黄伟,王润孝,史楠,王东勃.移动商务研究综述.计算机应用研究,2006(10):4-5
[2]N.Sadeh.M-commerce:Technologies,Services,and Business Models.New York,2002.
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