Research On Customer Loyalty Evaluation In B2C Mode

With the rapid development of mobile Internet,Internet of Things,electronic business,social networks and other areas,the data has exploded.According to EDC's statistics,it is estimated that by 2020 the total amount of global data will reach 44ZB,the era of big data has arrived.As of June 2017,the number of netizens in China reached 751 million,with B2C sales accounting for 15%of the total retail sales of social goods.Although Lynx Mall still accounts for 50.2%of the total retail sales of B2C Online,but a slight decrease compared with previous years,more and more independent B2C websites started to force and compete for the market.The advent of the era of big data,so that all major B2C companies really aware of the huge potential of the accumulated value of their own companies,only concerned about the site click-through rate and traffic times have passed.At the same time,B2C companies have become increasingly popular in the Red Sea.How companies can increase their customer loyalty has become an important issue for operators.Clustomer loyalty is a concept.Through the establishment of B2C enterprise customer loyalty rating system,customer loyalty evaluation can be very good for enterprises to understand customer needs,targeted to improve service quality,in order to enhance the business Market Competitiveness.Based on the previous researches and based on the characteristics of consumer spending trends in the era of consumer upgrading,this thesis summarizes various problems existing in B2C e-commerce,such as consumer information asymmetry,user experience problems,payment problems,etc.,and carry out in-depth analysis to extract the factors that affect the customer loyalty of B2C enterprises,and learn from the American Customer Satisfaction Index Model(referred to as ACSI),build a customer evaluation of Tmall Indicator system.And use Questionnaire to distribute survey questionnaire to different groups according to the corresponding proportion,and use factor analysis method to put forward four factors that affect it:service quality factor,brand and competitor attractiveness factor,website design factor and reliable factor,and then make use of Multiple linear regression to establish regression model.On this basis,using AHP and expert decision-making method combined with multiple linear regression model to determine the weight and evaluation matrix of customer loyalty evaluation index,and using fuzzy comprehensive evaluation method to evaluate customer loyalty,Customer loyalty comprehensive evaluation system and put forward countermeasures and suggestions on improving customer loyalty of B2C website.