Dangdang Network Bookstore Customer Satisfaction Measurement

Recently, consumers shopping habits are changing with the development of the national economy as well as the accelerated pace of life. In the past, People could only go to the stores to buy goods or services. Today, due to the rapid development of e-commerce, consumers increasingly incline to online shopping. Compared with the traditional mode of shopping, online shopping has a more complex process and also has broader factors involved, which makes the evaluation of customer satisfaction for B2C e-commerce become very difficult. Therefore, the research of the factors of customer satisfaction for B2C e-commerce is very meaningful. This paper will focus on DangDang online bookstore which is a very typical representative of B2C e-commerce.At first, this paper does a lot of theoretical research on the electronic commerce satisfaction at home and abroad, expounds the concepts of electronic commerce、 customer satisfaction and so on. Based on the experience of predecessors, the current development situation and characteristics of online bookstores in China, this paper constructs the index system and the index model of DangDang online bookstore’s customer satisfaction respectively from the micro and macro level. Then the questionnaire based on evaluation index of the index system is used in the empirical research of the index system of DangDang online bookstore’s customer satisfaction. This paper chooses a method combined by analytic hierarchy process (AHP) and fuzzy comprehensive evaluation (FCE). Firstly, AHP is used to ensure the weight value of satisfaction influence elements. Secondly, this paper uses the data statistics and weight value of satisfaction to get the evaluation result of DangDang online bookstore’s customer satisfaction. The empirical results show that the evaluation result of DangDang online bookstore’s customer satisfaction is less satisfied. At last, this paper uses the most common structural equation model method for the empirical research of the index model of DangDang online bookstore’s customer satisfaction and spreads further discussion on causal relationship of customer satisfaction. This paper, from two aspects of theoretical and empirical analysis respectively, makes the whole process of assessment more convincing.