网上购物消费者的服务抱怨行为及服务补救措施

延 边 大 学 （

年 月

本 科 毕 业 论 文 本科毕业设计 题 目：网上购物消费者的服务抱怨行为及

服务补救措施 学生姓名： 学 院：经济管理学院 专 业：市场营销 班 级： 指导教师：

学校代码： 10184

学 号： 2074030300

摘要

消费者购买、使用产品或接受服务后，可能对该产品或服务不满，这将导致消费者产生抱怨行为。消费者抱怨如果得不到妥善处理，给企业带来的影响是巨大的，甚至对企业是生死攸关的。如果企业能够深入了解消费者抱怨的原因，并加以很好地解决，会比一般情况下更容易赢得消费者的忠诚。

随着市场经济的发展，网络快速发展，中国网民数量急剧的增长。随着网民数量的增加，中国网民的购物比例也随着上升。然而由于起步晚，普及率也不够高，管理方面欠缺经验等原因，我国网络购物的服务水平总体不高，顾客抱怨时有发生。了解消费者抱怨原因并加以解决是企业需要解决的重要问题。

本文的核心是网上购物消费者抱怨行为和服务补救措施。整篇论文围绕着发现服务抱怨行为和服务补救而展开。在第一章叙述了论文的服务抱怨行为的相关理论，对论文的后续进行铺垫。第二章分析我国网上购物的现状及发展趋势，而第三章在前面章节基础上研究我国网上消费者抱怨的问题，最后对我国网上购物存在的问题提出了服务补救措施的相关建议。

关键词：服务抱怨行为，网上购物，网络消费者，服务补救

Abstract

Consumers maybe feel dissatisfaction after they buy the products or receive the servi－ces，and they would complain．If consumer complain is not properly handled，the impact to the enterprise is tremendous，and even is vital．If an enterprise Call understand consumer complain deeply and Can resolve the problem well，they would be easier to win consumer loyalty than usual．On the basis of literature review of consumer complain，the paper does the empirical research of Chinese network consumer complain to provide some reference of complain management for the businessmen who take in the E—commerce，SO as to effectively reducing network complain behavior and improve the level of service，and increase customer satisfaction，reaching win-win of consumer and businessmen．

With the development of market economy, the network rapid development, China's netizens sharply increase. As the number of Internet users increase of China's netizens shopping proportion, also as rising. However, due to late start, the penetration rate also isn't high enough, management and inexperienced and other reasons, China's online shopping service level of overall is not high, customer complaints occur frequently. Understand consumers complain that cause them and solve them is the enterprise needs to solve the problem.

This paper that is the core of online shopping consumers complain behavior and service of remedial measures. The whole thesis around found service complain behavior and service recovery and unfolding. In the first chapter of the papers related theory of service complain behavior on the paper's follow-up, loudly. The second chapter of shopping online analysis of China's present situation and developing trend, while the third chapter in the preceding chapter in China based on online consumers complain research of our country, the problems existing in the online shopping forward related Suggestions service remedial measures.

Keywords: Servi ce com pl ai n beh avi or, On lin e sh oppin g, Networ k con su m ers, Serv i ce recov ery