京東快遞顧客滿意度評價研究(附調查問卷)

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京東快遞顧客滿意度評價研究(附調查問卷)(論文17000字)
摘    要
隨著我國電子商務行業的快速發展和網購需求量的日益增加,我國的快遞行業也得到突飛猛進地發展。由于快遞行業市場的競爭日趨激烈,所以快遞企業一方面要分析企業的經營現狀,另一方面也要了解顧客的個性化需求,然后不斷優化經營策略,以提高服務質量和顧客滿意度,進而提高企業的競爭力,使企業能夠在充滿激烈競爭的市場環境中不斷發展壯大。
本文分析了京東快遞的發展現狀和經營策略,并參考國內外文獻,建立了京東快遞顧客滿意度的評價指標體系,指標體系由1個總目標即顧客滿意度,5個一級指標即受理服務、攬收服務、投遞服務、售后服務、員工職業素養以及19個二級指標構成。在此基礎上設計關于“京東快遞顧客滿意度”的調查問卷,根據調查數據的統計結果,采用層次分析法和模糊綜合評價法分析京東快遞的顧客滿意度,經分析得出京東快遞的顧客滿意度總體上比較高,尤其是在投遞服務環節。最后,結合京東快遞發展的實際狀況,提出改進服務質量的可行建議,以提高京東快遞的顧客滿意度。

關鍵詞:  京東快遞;  顧客滿意度;  層次分析法;  模糊綜合評價法

Abstract
With the rapid development of E-commerce in our country and the increasing demand for online shopping, express industry has also been developed by leaps and bounds in our country. Because of increasingly fierce competition in the express market, so on the one hand, express enterprises need to analysis the current situation, on the other hand, to understand the individual needs of customers, and constantly optimize the business strategy, in order to improve the service quality and customer satisfaction, and improve the competitiveness of enterprises, so that enterprises can constantly develop and grow in a competitive market environment.
The analyzes the development situation and the management strategy of the Jingdong express, than establishes the evaluation index system of Jingdong express’s customer satisfaction on the basis of referring to a large number of domestic and foreign literature. The index system consists of one total goal, five primary indexes and 19 secondary indexes. The total goal is customer satisfaction, the primary indexes includes transaction services, taking express service, delivery service, after-sales service and professional quality of employees. This thesis designs questionnaires about the customer satisfaction of Jingdong express on the basis of the evaluation index system. Than according to the statistical results of the survey data, using the analytic hierarchy process (AHP) and fuzzy comprehensive evaluation method (FCEM) analysis customers satisfaction of Jingdong express. By the result of the analysis from jingdong express,we find the customer satisfaction of jingdong express is higher on the whole, especially in the delivery service. At last, the thesis puts forward feasible scheme for the improvement of service quality combining with the situation of the development of Jingdong express, in order to improve the customer satisfaction of Jingdong express.

Key words:  Jingdong Express;  Customer Satisfaction;  AHP;  FCEM
 
目  錄
1  緒論    1
1.1  研究背景與意義    1
1.1.1  研究背景    1
1.1.2  研究意義    1
1.2  文獻綜述    2
1.2.1  國外文獻綜述    2
1.2.2  國內文獻綜述    3
1.3  研究內容和研究思路    4
1.3.1  研究內容    4
1.3.2  研究思路    4
2  基礎理論概述    5
2.1  顧客滿意度理論    5
2.1.1  顧客滿意的概念    5
2.1.2  顧客滿意度模型    5
2.2  快遞企業服務質量    6
2.2.1  快遞的定義及服務特點    6
2.2.2  快遞服務質量    7
2.2.3  快遞服務質量的度量因素    7
2.3  評價方法    8
2.3.1  層次分析法    8
2.3.2  模糊綜合評價法    8
3  京東快遞顧客滿意度評價指標體系構建    9
3.1  京東快遞公司經營現狀分析    9
3.1.1  京東快遞公司簡介    9
3.1.2  東快遞公司經營現狀    9
3.2  京東快遞顧客滿意度影響因素分析    9
3.3  顧客滿意度評價指標體系構建    10
3.3.1  構建原則和方法    10
3.3.2  評價指標的選取    10
3.3.3  評價指標體系結構    11
4  實證分析    12
4.1  問卷調查    12
4.1.1  調查問卷的設計    12
4.1.2  問卷調查方式    12
4.2  數據分析    12
4.2.1  信度分析    13
4.2.2  效度分析    13
4.3  指標評價分析    14
4.3.1  層次分析法模型分析    14
4.3.2  模糊綜合評價模型分析    17
4.3.3  綜合評價    18
5  結論與展望    20
5.1  結論    20
5.2  展望    20
參考文獻    22
致  謝    24
附  錄    25

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