摘要
针对直播电商平台退换货引起的客户满意度问题,采用熵权法对指标赋权,构建改进GRA-TOPSIS模型,分析影响满意度的主要因素。借助网络爬虫采集投诉数据,IPA分析结果表明,沟通质量满意度最低也最重要,需要着重改善;便捷性和退换质量因素的整体情况较好。构建的GRA-TOPSIS模型在研究逆向物流客户满意度方面具有较好效果。
Aiming at the customer satisfaction problem caused by the return and exchange of goods on the live streaming e-commerce platform,entropy weight method was used to weight the indicators,and an improved GRA-TOPSIS model was constructed to analyze the important factors affecting the satisfaction.By using web crawlers to collect complaint data,IPA analysis results show that communication quality satisfaction is the lowest and most important,and improvement needs to be emphasized.The overall situation of convenience and return quality factors is good.The GRA-TOPSIS model constructed has shown good results in studying customer satisfaction in reverse logistics.
作者
何满辉
陈圆圆
HE Manhui;CHEN Yuanyuan(School of Business Administration,Liaoning Technical University,Huludao 125105,China;School of Marketing Management,Liaoning Technical University,Huludao 125105,China)
出处
《辽宁工程技术大学学报（社会科学版）》
2023年第4期287-293,共7页
Journal of Liaoning Technical University(Social Science Edition)
基金
国家自然科学基金(71201012)
辽宁省教育厅科研项目(LJYR021)
