Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
RESEARCH ON CUSTOMER SATISFACTION OF
H FURNITURE E-COMMERCE COMPANY
by
Tianxiang Zhao
Supervisor: Prof. Junling Wang
Associate Supervisor：Canqiang Chen
December 2021

摘
要
随着经济的发展，互联网技术的日新月异，各种智能终端设备的出现，尤其是智
能手机的普及，网络购物越来越便利，和以往面对着电脑购物不同，人们可以利用手
机在零碎的闲暇时间进行网上购物。家具作为居家过日子的必备用品，引得家具厂商
相互角逐，互联网技术可以不受地域限制的特性和物流的便利化，可以轻松将产品送
到千里之外的客户手中。如果能够把握消费者的特性，尤其是顾客满意度的情况、根
据顾客的需要进行调整，才可能获得顾客和留住顾客，这是家具电商企业长期生存和
提升绩效的法宝，对提升竞争力有着至关重要的意义。
H家具电商公司为了提高自身的竞争力，进而走向网络品牌化，走向未来，只有
发现了自身存在的不足，找出影响顾客满意度的原因和问题所在，拿出针对性良好的
对策，让公司获得进步，基于这个出发点，本文以 H家具电子商务公司顾客满意度作
为调查对象，通过查找和研究现有的文献资料，结合自己从事家具电子商务的经验，
构建了面向家具电子商务顾客满意度模型，从宣传描述、产品质量、物流体系、综合
服务四个二级指标、细分了 13个三级指标。再对收集的有效问卷的描述性统计和信
效度检验之后，重点分析了各个指标对顾客满意度影响的权重。然后根据调查问卷的
满意度和本次分析权重值绘制出四分图模型，根据四分图理论，结合 H家具公司顾客
满意度的问题进行了详细的说明。
本文通过深入论证和研究：从宣传描述、物流体系、产品质量、综合服务四个维
度给H家具电商公司给出了 4个方面的提升顾客满意度的策略与措施。主要内容包括
如下：（1）宣传方面，全方面场景化的展现商品，尽可能的贴近顾客真实的应用情
景等。（2）产品质量上选优选择供应商、加强出入库管理等。（3）综合服务，设立
赔付机制，心理培训等。（4）物流和包装上，采取加厚纸箱、或者木架等增加外部
的抗压力，内部填充更多泡沫或者气泡垫等方式对内在包装加以强化等。
关键词：H家具电商公司；顾客满意度；因子分析；回归分析
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ABSTRACT
With the development of economy, the rapid change of Internet technology and the
emergence of various intelligent terminal devices, especially the popularity of smart phones,
online shopping is becoming more and more convenient. Unlike previous computer
shopping, people can use mobile phones to shop online in their spare time. Furniture, as a
necessity for living at home, has attracted furniture manufacturers to compete with each
other. Internet technology can be free from geographical restrictions and facilitate logistics,
and can easily send products to customers thousands of miles away. If we can grasp the
characteristics of consumers, especially the situation of customer satisfaction, and adjust
according to the needs of customers, we can obtain and retain customers. This is a magic
weapon for furniture e-commerce enterprises to survive for a long time and improve
performance, which is of great significance to enhance competitiveness.
In order to improve its competitiveness and move towards network branding and the
future, H furniture e-commerce company can only find its own shortcomings, find out the
causes and problems affecting customer satisfaction, and come up with targeted
countermeasures to make the company progress. Based on this starting point, this paper
takes the customer satisfaction of H furniture E-commerce company as the survey object,
By searching and studying the existing literature, combined with their own experience in
furniture e-commerce, this paper constructs a customer satisfaction model for furniture
e-commerce, and subdivides 13 three-level indicators from four secondary indicators:
publicity description, product quality, logistics system and comprehensive service. After the
descriptive statistics and reliability and validity test of the collected effective questionnaire,
this paper focuses on the weight of each index on customer satisfaction. Then, according to
the satisfaction of the questionnaire and the weight value of this analysis, a quadrant
diagram model is drawn. According to the quadrant diagram theory, combined with the
customer satisfaction of H furniture company, it is explained in detail.
Through in-depth demonstration and research, this paper gives h furniture e-commerce
company four strategies and measures to improve customer satisfaction from four
dimensions: publicity description, logistics system, product quality and comprehensive
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