A Research On Customer Satisfaction Degree Evaluation For Mobile Commerce In China

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.