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摘要随着电商化热潮的不断推进和发展，传统家具行业虽曾一度低迷，但终究凭借其自身的特点在电子商务积极发展的当下努力融入其中并不断摸索着寻求适合自身发展的运营模式。从B2C到O2O的转变，家具电商正在经历这一场线上与线下互动的考验，探求更长远的效益以及更稳定的突破。企业运营模式的成功与否离不开消费者，消费者的需求和行为带动企业发展，而消费者对企业产品或服务的满意程度自然就成为企业应该重视的内容，企业需要研究行业内顾客满意度的影响因素，因为顾客满意才能达到顾客忠诚，顾客忠诚才能提高重购率，在口碑上也对企业的发展有积极影响。国内外众多学者对于顾客满意度的理论层面和测评模型等内容都做了深入的研究，在此基础之上，本文根据家具O2O模式下顾客消费行为过程中的接触点，从线上和线下两个环境总结出家具行业O2O模式影响顾客满意度的因素，建立相关指标体系，设计调查问卷，分析问卷结果，进而从客观上对家具行业O2O电商模式下顾客满意度的提升给出建议。47734
Abstract: With the advancement and development of the e-business boom, despite a traditional home industry was in the doldrums, but in the end, with its own characteristics in the current e-commerce development efforts into one positive and continue to seek business model groping for their own development. From B2C to change O2O, home electricity providers are experiencing this game online and offline interactive test, explore more long-term benefits and more stable breakthrough. Successful business operation mode can not be separated or not consumers, consumer demand and behavior driven enterprise development, and consumer product or service satisfaction should naturally become important content, companies need to study the industry's customer satisfaction Factors degree, because in order to achieve customer satisfaction, customer loyalty, customer loyalty in order to improve the rate of reconstruction, but also have a positive impact on the development of enterprises on reputation. For many scholars and theoretical level of customer satisfaction evaluation model and so have done a thorough research on this basis, the paper from both online and offline environments summed up under the home industry O2O mode affects customer satisfaction factors related to the establishment of the index system to analyze the results of the questionnaire, and then from the objective to the next home industry O2O electricity provider model gives suggestions to enhance customer satisfaction.
毕业论文关键词： O2O模式； 顾客满意度； 影响因素； 指标体系
Keyword: O2O commerce model； customer satisfaction； influence factors；indicator system
目 录
1.引言4
1.1 研究背景和意义4
1.2 研究内容4
1.3 本文创新点5
2.文献综述5
2.1 关于O2O模式的相关研究5
2.2 关于顾客满意度的相关研究5
2.3 电商环境下顾客满意度的相关研究6
2.4 研究存在的问题7
3.家具行业O2O模式下的顾客满意度影响因素及指标体系构建7
3.1 家具行业O2O电商模式7
3.2 家具行业O2O电商模式下的顾客满意度影响因素8
3.2.1 顾客消费行为过程 8
3.2.2 家具行业O2O电商模式下的顾客满意度影响因素10
3.3 家具行业O2O电商模式下的顾客满意度指标体系构建 11
4.家具行业O2O模式下顾客满意度调查设计与结论分析 13
4.1 调查问卷的设计和信息收集 13
4.1.1 美乐乐背景概况13