【作者】 李艳艳；

【导师】 程钧谟；

【作者基本信息】 山东理工大学 ， 管理科学与工程， 2018， 硕士

【摘要】 根据《第40次中国互联网络发展状况统计报告》(CNNIC)数据显示,截止2017年6月,中国网民规模达7.51亿,手机网民占比达96.3%,网民上网设备进一步由PC端向移动端集中。移动设备的普及和日新月异的互联网技术为电子商务的发展铺平了道路。各行各业都试图搭载互联网+的大船有所发展,O2O便应运而生。O2O模式是电子商务运营的一种商业模式,O2O模式的电子商务在2011年11月引入我国后迅速扩张,到2015年由几十家O2O电商企业迅速增长到四五千家。盲目扩张的后果就是为人熟知的O2O电商企业并购案:滴滴与快的合二为一、美团与点评“合体”重塑服务业O2O格局、58同城和赶集网“冤家”变“亲家”等。可见O2O电商企业在我国的发展并非一帆风顺,O2O电商企业属于典型的服务型第三产业,客户服务成了企业兴衰成败关键的一环,良好的客户服务不仅能有效提升企业自身的竞争能力,还能实现较好的客户满意、客户忠诚和企业绩效。如何拓宽市场赢得更多客户的满意,成为当下电商企业的头等大事。本文以此为切入点,探究O2O模式下电商企业的客户服务绩效评价模型,从售前服务、售中服务、售后服务三个维度以及消费者、线下商家两个视角利用SPSS20.0进行因子分析剔除无效指标来构建O2O模式下电商企业客户服务绩效评价指标体系。根据指标的得分情况提出相应的对策建议,以提升O2O模式下电商企业的客户服务水平,获取更多潜在顾客同时维持忠诚顾客,最终赢得市场。本文共分五个部分:第一章为绪论,阐述了论文的研究背景、国内外文献综述、技术路线和创新点等基础问题;第二章为O2O模式、电商企业和客户服务的相关理论概述;第三章通过对调查问卷的数据进行因子分析得到O2O模式下电商企业的客户服务绩效评价模型,其中基于消费者视角的O2O模式下电商企业客户服务绩效评价指标体系的二级指标有价格竞争力、美观易用性、产品质量、平台声誉、线上评价、咨询服务、协同创新水平、一致性、服务水平、增值服务、柔性体验、支付功能、节约时间、修改订单、隐性消费、网络服务、返利入口、渠道有效性、信息安全、权益保障、环保性、问题解决和交易后咨询23个指标,基于线下商家视角的O2O模式下电商企业客户服务绩效评价指标体系的二级指标有感知利润、吸引指数、企业形象、公平性、感知有用性、资格审查、竞争压力、响应性、技术支持、柔性体验、感知易用性、交易辅助性、及时性、权益保障、客户关系、退款办理、投诉处理、成本节约、决策支持和资金回笼20个指标;第四章以支付宝旗下的口碑为例,从消费者和线下商家两个视角评价其客户服务水平,并对其提升客户服务水平提出对策建议;第五章为论文结论与展望,本文得到了基于线下商家视角的O2O模式下电商企业客户服务绩效得分比基于消费者视角的O2O模式下电商企业客户服务绩效得分高,且售后服务绩效落后于售前客户服务和售中客户服务的结论,售后服务是O2O模式下电商企业需要迫切提高的因素,相关电商企业可根据本文建立的模型进行相关指标的提升工作。更多还原

【Abstract】 According to the 40 times China Internet network development state statistic report(CNNIC)of June,among 2017751 million Chinese netizens,mobilephone users accounted for 96.3%,Internet surfers concentration further from PC to mobile devices.The popularity of mobile devices and fast-changing Internet technology paved the way for the development of electronic commerce.All walks of life are trying to pick up Internet + ship,O2 O arises at the historic moment.O2 O mode is a kind of business model,and the operation of the electronic commerce O2 O mode of electronic commerce in November2011,introduced after rapid expansion in China,in 2015 by dozens of O2 O electricity enterprises rapid growth to four or five thousands.The consequence of blind expansion is familiar O2 O electricity business enterprise merger,and fast together,the United States and comment on "fit" to restore services O2 O pattern,58 city and market network "enemy" "in-laws" and so on.Visible O2 O electric business enterprise development in our country is not plain sailing,O2 O electricity enterprise belongs to typical service-oriented tertiary industry,customer service is enterprise rise and fall of a key ring,good customer service not only can effectively improve its competition ability,but also can achieve good customer satisfaction,customer loyalty and business performance.How to broaden the market to win more customer satisfaction,become a top priority of the electric business enterprise.As a breakthrough point,this paper explore the O2 O mode electric business enterprise performance evaluation model of customer service,from pre-sale service,sale service,after-sale service three dimensions as well as consumers,offline businesses two perspective using SPSS20.0 O2 O mode factor analysis to eliminate invalid index to construct the electric business enterprise customer service performance evaluation index system.According to the index score situation put forward the corresponding countermeasures and Suggestions,in order to enhance O2 O mode electric business enterprise customer service level,to get more potential customers and maintain loyal customers,ultimately win the market.This paper is divided into five parts: the first chapter is the introduction,elaborated the paper research background,some basic problems,such as technical route and innovation.The second chapter for O2 O mode,electricity related theory overview of the business enterprise and customer service;The third chapter is obtained by factor analysiswas carried out on the questionnaire data O2 O mode electric business enterprise customer service performance evaluation model,which is based on the consumer perspective of O2 O mode electric business enterprise customer service performance evaluation index system of three-level indicators have beautiful price competitiveness,ease of use,product quality,reputation platform,online assessment,consulting services,collaborative innovation,consistency,service levels,value-added services,flexible experience,payment function,saving time,change orders,recessive consumption,network services,rebates,entrance channel effectiveness,information security,rights protection,environmental protection,problem solving and trading after consulting 23 indicators,based on the offline merchants perspective O2 O mode electric business enterprise customer service performance evaluation index system of three-level indicators have perceived profits,attracting index,corporate image,fairness,perceived usefulness,qualification examination,the pressure of competition,responsive and flexible experience,perceived ease of use,technical support,transaction support,timeliness,rights protection,customer relationship,refund,complaint handling,cost savings,decision support and money collecting 20indicators;The fourth chapter take Koubei as an example,from two perspectives of consumers and offline businesses evaluate its customer service level,and puts forward countermeasures and Suggestions for its improving customer service levels.The fifth chapter is the conclusions and outlook,this paper got the perspective of the O2 O mode based on offline businessmen electricity enterprise customer service performance score than the O2 O mode based on consumer perspective electricity enterprise customer service performance score is high,and after-sales service performance behind the pre-sale customer service and sales customer service,after-sale service electrical contractor O2 O mode is the enterprise need to urgently improve factors,related electric business enterprise according to the model of this paper set up the promotion of related indexes.更多还原