| B2C网站顾客忠诚度评价研究 |
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| 引用本文： | 张怀刚,史烽.B2C网站顾客忠诚度评价研究[J].企业科技与发展,2012(2):56-59. |
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| 作者姓名： | 张怀刚 史烽 |
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| 作者单位： | 桂林电子科技大学商学院 |
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| 摘 要： | 文章基于B2C网站顾客忠诚度的驱动因素,构建了B2C网站顾客忠诚度的评价指标体系,利用层次分析法,结合调查问卷和专家评估构建模糊关系矩阵评估了B2C网站的顾客忠诚度,并以几家B2C网站为例,验证了该模型的实用性。
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| 关 键 词： | B2C网站 网站顾客忠诚度 层次分析 模糊综合评价 |
Study on the Customer Loyalty of B2C Websites |
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| Authors: | ZHANG Huai-gang SHI Feng |
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| Institution: | (Business School,Guilin University of Electronic and Technology,Guilin Guangxi 541004) |
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| Abstract: | Based on the previous research findings on the driving factors of customer loyalty of B2C websites,an evaluation index system is proposed in this paper.With questionnaire and expert interview,fuzzy relationship matrix is constructed followed by evaluation of customer loyalty of B2C websites. |
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| Keywords: | B2C websites customer loyalty Analytic Hierarchy Process(AHP) Fuzzy Comprehensive Evaluation(FCE) |
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