| Xinyang Maojian Tea,as a traditional famous tea,has played an important role in the economic development of Xinyang City.Especially in recent years,e-commerce has developed rapidly,and online operation has become an important channel for Xinyang Maojian sales.However,at present,Xinyang Maojian’s online business also has problems such as narrow customer coverage,low repurchase rate and fierce industry competition,and the customer satisfaction is basically blank especially.Under the above background,this paper takes the Xinyang Maojian online business of LT Tea Co.,Ltd.as the research object,and constructs an online customer satisfaction evaluation system and carries out a satisfaction survey by means of comparison with specifications,literature review,customer interview,expert panel discussion,online comment mining and other methods.The research shows that online customers are generally and nearly satisfied with LT Xinyang Maojian’s overall satisfaction,satisfied with the quality of tea products,information acquisition,trust perception,and transaction security evaluation,and generally satisfied with the sales price and service quality evaluation.Among them,the tea bubble tolerance is not high,the packaging and product form are lack of innovation,the lack of drinking service,the low popularity of product traceability,the insufficient display of growth background and production process,and the low consistency between product description and physical object The problems of single promotion activities are more prominent.Based on the actual production and operation and the industry environment,this paper analyzes the existing problems,and puts forward countermeasures and suggestions to improve the quality of tea products in online stores,implement more flexible pricing and online promotion,improve the experience of online services,enrich the content and form of information display,strengthen the trust perception of online transactions,and continue to ensure transaction security. |
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