| This paper makes a study of the customer satisfaction which influences network mall to maintain its competitive advantage. This research expands content from below points. First of all, elaborate the background of the research and relevant literature review at home and abroad. The basic concept of customer satisfaction and the influencing factors of the customer satisfaction were analyzed. Secondly, build customer satisfaction initial hypothesis structural equation model. Test the original evaluation system by the survey data. Then form a customer satisfaction evaluation index system of online shopping industry. Then give the model calculation method of measuring customer satisfaction. Finally, take Jingdong mall which has an important influence of online shopping industry for example. Calculate the customer satisfaction and make a concrete analysis. At last, put forward corresponding suggestions and measures of the online shopping industry.The main innovation of the paper is that by using the structural equation model analysis method to test the model. The paper constructed the suitable customer satisfaction evaluation model of the online shopping industry. The conclusion of the paper has the certain reference value for the customer satisfaction survey and analysis of online shopping industry.Through the research, there are some notices for the development of the online shopping industry. First, strengthen the cooperation relations between the network mall and suppliers. It can not only guarantee the quality of its products, to obtain a relatively favorable supply price easily, it can also gain stable supply of goods guarantee in the fierce competition of the market. Second, promote the logistics distribution efficiency. It should ensure that goods transport link rapid and accurate. Thirdly, increase pair of after service personnel training efforts. Improve complaint handle mechanism. It is very important for the online shopping mall to improve its shortcomings and improve customer loyalty. |
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