网上书店服务品质研究

网上书店服务品质研究【内容摘要】服务品质问题，是普遍存在于任何销售活动中的问题。这一问题的起因不仅仅是由于产品或者是商品存在质量和顾客主观原因而引起的，在本课题中，研究的对象是亚马逊网上书店。然而，其中对于顾客满意度的问题在亚马逊中可以集中反映出来。【关键词】网上书店；服务品质；顾客满意度Research on Quality of Online Bookstore Service【Abstract】Service quality issues, is widespread in any sales activities in the problem. The cause of this problem is not only due to product or product quality and customer subjective reasons, in this subject, the study object is the Amazon online bookstore. However, in which the issue of customer satisfaction in the Amazon can be reflected in the concentrated.【Key words】 online bookstore; service quality; customer satisfaction目 录一、绪论............................................................5二、核心概念........................................................5（一）服务品质..................................................5（二）顾客满意度................................................5（三）相关理论概述..............................................51.4P 理论........................................................52.4C 理论........................................................63.蝴蝶效应......................................................64.短板原理......................................................6三、网上书店市场发展现状分析........................................7（一）网上书店的市场需求度......................................7（二）网上书店的消费者群体......................................7四、基于 4P 理论的网上书店服务品质问题分析——以亚马逊为例...........7（一）客服人员整体的服务意识问题................................7（二）产品的组合过于单一........................................7（三）网上书店的促销形式过于传统................................7（四）产品的定价不契合消费者的预期..............................7五、网上书店提高服务...