A Study On Customer Satisfaction Of Vip.com

Based on the rapid development of the Internet,the brand store inventory crisis and consumers' low-cost demand,the brand limited sales model was introduced to China which originated in French.And vip.com started to conduct its online business.As more and more the online retailers joined this industry,the competition of selling market becomes stronger than before.In the buyers' market,the most fundamental competition among enterprises is the competition for customers.Grasp and meet customer's needs effectively,maintain the old customers and explore the new,can make enterprises take its business advantages in the fierce competition,and ensure the sustainable development.The research of customer satisfaction is to test the advantages and short comings of business operations,and thus put forward target improvements.This article selects the representative enterprises of brand sale website-vip.com as the respondent.According to the customer satisfaction theory and the characteristics of the firm,this paper constructs the customer satisfaction index system with the assistance of predecessor.This system selects five first level indicators such as website design and marketing planning,and offers 17 secondary indicators such as website security,convenience of user and personalized service,then uses expert scoring method to determine the importance of the indicators.As an empirical study of the questionnaire on the vip.com customer satisfaction,there has analytic hierarchy process and evaluation of each index and sites overall satisfaction fuzzy comprehensive evaluation methods.The overall satisfaction scores of vip.com is 3.6208.According to the principle of maximum degree of membership,the overall satisfaction degree is satisfied.SPSS21.0 and Excel are used to describe the data,these methods analyze the factors of customer satisfaction with four figure model which combines with the customer characteristics,then supports suggestions to improve the operation of vip.com.This research is focus on researching vip.com and carrying out a detailed analysis of organization.Although the universality is weak,there still has certainsignificant references value for researching similar websites.So as to help enterprises to maintain the advantages,improve the weaknesses,and realize a win-win situation of the improvement of customer satisfaction and an improvement of business efficiency.