subhead #

Customer Satisfaction Management Part II

Analysis of customer satisfaction in online shopping

Abstract: China's e-commerce started at the end of the 21th century, and it has only been more than ten years. Although it has developed rapidly, the shopping mode and service mechanism are not perfect, and compared with the traditional shopping mode, the customer satisfaction is not high. A low level of customer satisfaction will inevitably affect customers' willingness to buy, which will affect the overall income of businesses. Therefore, it is extremely important to study the influencing factors of customer satisfaction in online shopping. This paper will put forward some suggestions on the influencing factors and solutions of online shopping customer satisfaction.

Keywords: online shopping; Customer satisfaction; Promotion

With the rapid development of computer and Internet technology, the business activities and operation modes of enterprises have also undergone tremendous changes. In recent years, the development of e-commerce has greatly stimulated the upsurge of online shopping, and more and more merchants have begun to adopt online trade as a new business operation mode. By June 2113, the national e-commerce transaction volume reached 4.35 trillion yuan, up 24.3% year-on-year. Among them, B2B transactions reached 3.4 trillion, up by 15.25% year-on-year. The transaction scale of online retail market reached 754.2 billion yuan, a year-on-year increase of 47.3%. There are more than 2.2 million direct employees in e-commerce service enterprises. At present, the number of employment indirectly driven by e-commerce has exceeded 16 million. Although e-commerce is growing at a high speed, it is undeniable that the customer satisfaction of online shopping has not been high.

First, the main factors affecting customer satisfaction

According to the monitoring data of China E-commerce Complaints and Rights Protection Service Platform, the top ten online shopping complaints in the first half of 2113 included after-sales service, refund, false promotion, returned goods, online fraud, slow delivery, quality problems, online sales, order cancellation and energy-saving subsidies.

(1) After-sales problems

In the process of online shopping, customers want to know more about the goods because of the asymmetry of information. Merchants should be able to respond to customers' inquiries in time before buying, including delivery problems, returns, refunds and the resulting freight problems. Although the integrity mechanism of shopping platforms such as Taobao is perfect, There is no reason to return the goods for seven days? Pay first? Consumer protection? And other systems, but there are still such and such problems in the after-sales link. In the process of negotiation between the two parties, the seller's attitude is not good or the result can't satisfy the buyer. The problem of freight bearing caused by the problem of returning goods is handled differently by each store, even if some stores promise to bear it? Commodity quality problem? However, if the buyer and the seller can't reach an agreement on whether it is a quality problem, it is easy to have a dispute over the return fee.

(2) Communication issues

Communication issues disputes include communication attitude disputes and communication effectiveness disputes. There is a direct connection between online communication and misunderstanding elimination: the transaction with communication between buyers and sellers has a higher success rate and fewer disputes than the transaction without communication. Judging from the rating feedback, the lack of communication is a factor that leads to auction disputes. The uneven number of customers, online time and quality in each store often leads buyers to complain that the customer service attitude is poor or the buyers and sellers can't communicate effectively, especially in shops with large transaction volume, which are prone to such disputes and have no time to explain them, which makes buyers give negative comments. Sellers can reduce such disputes by improving customer service level, thus improving the favorable rate.

(3) False promotion

In recent years, e-commerce platforms have used Singles Day to carry out large-scale promotion activities. It has produced strong economic benefits, but it is generally recognized by the industry that there is a situation of inflated prices and then discounts. At the same time of shopping, consumers reflect activities? Did not achieve the ideal discount? . In addition, for such a large-scale merchant, in order to ensure sufficient supply, mass production is often carried out, which also ensures quality.

(4) Selling fake goods online

There are a lot of fake products in the online market in China, such as Taobao, which is considered by the industry as the largest platform for selling fake goods in the world besides its low price. Of course, this is related to the characteristics of the online market. First of all, the online market is difficult to supervise, which makes fake goods have a breeding ground. In addition, consumers in the market have demand for shanzhai products, and get brand effect at a small cost, but most consumers will believe it and be cheated.

(5) Receiving goods

In online shopping, the barrier of time and space makes the distribution of goods generally realized through third-party logistics companies. Disputes over receiving goods include those caused by third-party logistics companies and disputes caused by sellers' delay in delivery or non-delivery, which often lead to buyers' comments or bad comments on sellers. In particular, such large-scale activities as Singles' Day are a great challenge to China logistics, which leads to warehouse explosion and delayed delivery.

There are more than these factors that affect customer satisfaction in the online market. Small details will affect customer satisfaction. The key is how online sellers concentrate on their business and solve every existing problem.

second, measures to improve customer satisfaction of online shopping

(1) commodity problems

commodity problems include the following four situations: the goods do not match the description, the quality of the goods, the price of the goods, and the seller sends the wrong goods. Commodity description should not only be detailed, but also be consistent with things and provide customers with real and effective commodity information, so as to improve customers' trust in online shopping. In the description, the shape, size, weight, color, model and old and new degree of the goods are expounded in detail. It is the most basic requirement to do a good job in network management to improve product quality and ensure product quality without false propaganda and exaggerated commodity description.

(2) Pay attention to customers' problems

Pay attention to customers' evaluation, understand customers' real needs, accept them modestly and correct them quickly, so as to finally form a win-win situation. Many times, customer complaints are an important resource of shopping websites. Only by having a perfect customer service system such as complaint center and customer service recovery center and creating service advantages can we maintain high customer satisfaction and establish good customer relations; On the other hand, we should strive to improve the response speed of web pages, especially for festivals like Double Eleven and Double Twelve, which require very high response speed of the network. Online shoppers choose online shopping because of its convenience and quickness. If a website takes a long time to load and has a slow response time, shoppers will often lose patience and switch to other websites. We should objectively face up to the customer's dissatisfaction, and we can't avoid the short board effect. Therefore, in order to make up for the shortage, we must complain about the manpower from customers, find the crux and try our best to make up for it.

(3) Pay attention to personalized shopping experience

Personalized services such as online shopping recommendation, product customization and online design will improve the level of customer satisfaction. Shopping websites can be self-service and customized services, so that customers can do it by themselves according to their own needs. Shopping websites only need to provide infrastructure and technology with perfect performance. At the same time, the idea of soft marketing is integrated into the operation of shopping websites, and various functions of the website are designed and improved from the customer's point of view, so that customers have a pleasant online shopping experience, thus generating word-of-mouth effect and enhancing customer loyalty. If merchants provide customized services to customers and meet their specific needs, it will promote customers' repeated purchase behavior.

(4) reducing perceived risk. Before making online shopping decisions, consumers often check the credibility of the online store. Therefore, corporate reputation will have an impact on customer satisfaction of online shopping. Customers' trust in shopping websites is the premise of accepting and adopting online shopping mode, and the relevant policies on online transactions and privacy protection of websites are clarified to alleviate customers' privacy concerns. Make full use of various communication channels to communicate with customers in time to reduce the perceived risk of customers' shopping.

(5) Innovative logistics matching

Because of the virtuality of online shopping space, buyers and sellers may be far apart in reality. Therefore, whether the goods can be delivered to the buyer quickly and safely, and good follow-up services such as exchange and return are the direct and important reasons that affect customers' consideration of whether to choose online shopping. It can be said that the quality, efficiency and convenience of logistics distribution are a bottleneck in the development of online shopping, and high requirements are put forward for the efficiency of logistics distribution. From the point of view of logistics distribution, at present, domestic online shoppers complain a lot about logistics distribution, and sometimes the goods they receive are different from those they ordered on the website; Then the time of domestic logistics distribution is too long; At the same time, long-distance distribution will cause packaging damage, which will undoubtedly reduce customer satisfaction. In order to minimize this negative impact, we need to make more efforts in logistics distribution, actively explore new modes of logistics distribution, and determine the logistics mode suitable for customers according to our own economic strength and logistics management level.

(6) website design brings forth the old and brings forth the new

The formulation of homepage columns should reflect the appearance style of shopping websites, discard the old and draw new ideas, constantly improve and perfect the formulation methods and contents of columns, and give customers a psychological feeling of fashion, easy discovery and thoughtful service. Taobao will update the homepage content every once in a while, and the appearance of the new homepage is more in line with people's consumption and purchase habits, and the interface is more friendly and more in line with people's visual feelings. For the customer, the novelty created constantly makes his website more cohesive.

(7) Network protection and privacy protection

Information security of electronic transactions that online customers are generally worried about. This mainly involves the storage of transaction information and the identification of both parties to the transaction, and pays attention to the confidentiality, integrity and authenticity of the information. Prevent illegal activities such as information leakage, information theft, information fraud and data tampering, and create a safe and comfortable shopping environment for online customers.

E-commerce is a big cake. From the transaction data in recent years, we have realized that its prospect and trend are very obvious and optimistic. Under the excellent background, online sellers should give full play to their business, because the competition in the future is not price competition, not commodity competition, but how to compete for customer satisfaction.

References:

[1] Li Zhenting. Research on website service quality, third-party logistics and customer satisfaction. Economic Management Space, 2111

[2] Cha Jinxiang, Wang Lisheng. Empirical study on influencing factors of customer satisfaction in online shopping. Management Science, 2116(2)

[3] Hu Baoling. 2111(6).

[4] Yang Lichai. Study on the service quality, customer relationship benefits and satisfaction of shopping websites. Master's Degree Thesis of Zhejiang Gongshang University, 2118(12).

[5] Li Hongwei. Analysis on customer satisfaction of online shopping. Liaoning. Commercial Economy, 2111.

Read it. Customer Satisfaction Management Paper? Some people still read:

1. On the model essay of customer relationship management

2. On the enterprise customer relationship management

3. On the customer relationship management

4. On the graduation thesis of hotel service management

5. On the key customer relationship management.