Research on the evaluation of customer satisfaction under B2C e-commerce

Abstract

In the context of an e-commerce thriving on the rapid development of network economy, it is of great significance in both theory and practice to explore the customer satisfaction under B2C e-commerce. In this paper, an evaluation index system of customer satisfaction is established from four dimensions, such as convenience of transaction, security of transaction, value of commodity and service quality. An evaluation model is also constructed based on Fuzzy Analytic Hierarchy Process (FAHP). Empirical analysis shows that the evaluation system of customer satisfaction has strong operationality and application value.