论文总字数：24849字

摘 要

我国的电子商务近年取得了辉煌的成绩，但不可忽略的是服务问题一直是众多消费者心中的一块病，且伴随着电子商务的迅猛壮大显得越加严重，尤为突出的表现在每年双十一这一盛大的购物节上。巨大流量的客户，产生的巨大流量的服务需求，对电子商务平台服务是一个巨大的挑战，同时也是进一步推动我国电子商务发展的巨大障碍。因而对双十一电商平台服务补救的策略研究，不仅有现实意义，长运来看更是我国电子商务未来发展的一大助推器。

本文立足于我国双十一发展至现今的现状，在文献收集的基础上，将双十一网购消费者作为调查对象，得到291份有效样本数据。通过对样本数据的分析，将双十一电商平台服务问题细分成三个板块——平台系统服务问题、平台商家服务问题、平台第三方合作的物流服务问题。结合相关文献，加上对于样本数据中服务失误产生后的现实补救措施的归纳，得出了基于顾客满意的双十一平台服务的补救措施。其主要体现在：

1. 对于系统服务端的补救措施主要体现在技术瓶颈的突破和完善。
2. 对于平台商家服务端的补救措施主要体现在商家诚信和服务规范上。
3. 对于第三方物流服务端的补救措施主要体现在快递人员服务素养的提升和行业规范上。

落实到具体的补救方式和方法，本文的正文给予了各个服务板块细致的剖析与研究，取得了实际有效的服务补救措施。希望本文的研究结论，能对双十一电子商务平台的服务起到一定的借鉴作用。

关键词：电子商务平台；双十一；服务补救；顾客满意

Research on service remedial strategy of double eleven e-commerce platform

Abstract

E-commerce in China has made brilliant achievements, but can not be ignored is that service has always been a disease of many consumers, and along with the electronic commerce rapid Zhuang Daxian more serious, particularly prominent in the year eleven the grand shopping festival. The huge flow of customers, the huge flow of service demand, is a huge challenge for e-commerce platform services, but also a huge obstacle to further promote the development of e-commerce in China. Therefore, the research of double eleven e-commerce platform"s service recovery strategy is not only realistic, but also a booster of China"s e-commerce development in the long run.

Based on the current situation of double eleven development in China, based on the literature collection, we take two eleven online shopping consumers as the respondents, and get 291 valid sample data. Through the analysis of sample data, we divide the double eleven e-commerce platform service problem into three parts -- platform system service problem, platform business service problem and platform third party cooperation logistics service problem. Combined with the related literature, combined with the induction of the actual remedies after the service failures in the sample data, we get the remedial measures based on customer satisfaction for the double eleven platform services. It is mainly embodied in:

(1) the remedies for the system server are mainly reflected in the breakthrough and improvement of the technical bottleneck.

(2) the remedies for the business server of the platform are mainly embodied in the business integrity and service specification.

(3) the remedial measures for the third party logistics service end are mainly reflected in the promotion of the service quality of the express personnel and the standard of the industry.

To implement specific remedial methods and methods, the main body of this paper gives detailed analysis and Research on various service sectors, and has achieved effective and effective service remedy measures. It is hoped that the conclusion of this paper can serve as a reference for the service of the double eleven e-commerce platform.

Keywords: E-commerce platform;Double eleven; Service recovery; Customer satisfaction

目 录

摘 要 Ⅰ

Abstract ..Ⅱ

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.2.1 宏观目的及意义 1

1.2.2 微观目的及意义 1

1.3 研究内容及方法 1

1.4 论文框架 2

第二章 文献综述 3

2.1 综述背景 3

2.2 概念定义 3

2.2.1 服务失误概述 3

2.2.2 服务补救概述 3

2.2.3 电商服务补救概述 4

2.2.4 服务补救质量概述 4

2.2.5 顾客满意概述 4

第三章 问卷设计与数据收集 6

3.1 问卷设计 6

3.2 样本选取与问卷发放 6

3.3 数据收集 6

3.3.1 样本基本信息统计 6

3.3.2 样本筛选统计 7

3.3.3 样本面临的服务问题 8

第四章 双十一电子商务平台服务问题划分及分析 9

4.1 双十一电子商务平台服务现状简介 9

4.2 双十一电子商务平台服务问题划分 9

4.2.1 平台系统服务问题 9

4.2.2 平台商家服务问题 10

4.2.3 平台物流服务问题 10

4.3 双十一电子商务平台各服务端问题原由及分析 11

4.3.1平台系统服务问题分析 11

4.3.2 平台商家服务问题分析 11

4.3.3 平台物流服务问题分析 12

第五章 双十一电子商务平台基于顾客满意的服务补救措施 13

5.1 双十一电子商务平台服务补救措施 13

5.1.1平台系统服务端的补救措施 13

5.1.2 平台卖家服务端的补救措施 14

5.1.3 平台物流服务端补救措施 15

第六章 研究结论与展望 17

致 谢 18

参考文献（References） 19

附录 调查问卷 20

剩余内容已隐藏，请支付后下载全文，论文总字数：24849字