Study Of Customer Satisfaction Of Online Shopping Based On Fuzzy Comprehensive Evaluation

In order to survive, enterprise’s ultimate goal is to pursue profit, and profit is coming from the increasingly fierce competition of the market. However, the market competition is in essence the customer competition, so the enterprise survival and the development of the mission is to strive for and maintain customers. In the enterprise’s marketing strategies, on the one hand, the enterprise open up new channels to attract potential customers, on the other hand pay attention to maintain the existing customers. In case of loss large numbers of customer, to promote customer satisfaction will be attract more attention of the people from all walks of life.With the development of science and technology, the Internet technology appears. It has been using in people life and all aspects of the work. At the same time, people’s life is one of the largest field change consumption form a huge change, people are fully enjoying the network shopping brings convenient and comfortable. In the face of the fierce competition between shopping website,"battle spearhead" has from commodity quality, price of commodities transferred to customer satisfaction, the traditional enterprise competition system has been white-hot out by competition. For many years, of our country enterprise competitive consciousness are mostly goods as the core, but as the market situation changes, adhere to security in the quality of the product at the same time, promote the customer satisfaction is the presently existing problems to be solved. No customer, there is no market, enterprise life is coming in the end. Based on the above situation, the domestic many sellers have been aware of this, start from fully understand customer needs, to improve the shopping in the process of the service level, in order to realize the customer’s desire, will customer satisfaction accumulation final forward for customer loyalty, in order to achieve the purpose of retaining customers. Therefore, to analyze the factors that affect the customer satisfaction and how to evaluate the customer satisfaction is particularly important.However, customer satisfaction is a perceptual awareness of the customer consumption. How to measure and comparing the degree of customer satisfaction has become the focus of attention and study of the Domestic and foreign scholars. This paper in detail explanation and analysis of the customer satisfaction and other related concepts after, to influence the customer satisfaction factors and how to use customer satisfaction to measure and analysis of customer satisfaction made in-depth and detailed discusses, in reference to the mainstream customer satisfaction evaluation model based on was improved, and combined with the network shopping this emerging way to trade characteristics, be included in the customer satisfaction evaluation to. And transaction object have also changed, from the traditional shopping business two party transaction object research change for customers, shopping website, personal online, online banking, express company five party, set up to seven variable for model index of the network shopping customer satisfaction evaluation model, they are online image, product value, customer expectation, service value, safety value, information value, convenience.The paper selects Taobao C2C as the customer satisfaction evaluation research object. It briefly introduces some commonly used assessment method, which based on fuzzy comprehensive evaluation method, this method is very good solution to the problem in the process of evaluation qualitative index to the quantitative index of the transformation, to make up for the common customer satisfaction evaluation method of the evaluation process is too simplification, subjective change wait for a shortage. And combining with the investigation questionnaire empirical research the model in the application of satisfaction assessment, and hope in the customer satisfaction theory research can contribute to shopping website and the network store further improve customer satisfaction evaluation work, increase market competitiveness can have a certain guidance and reference for the role.