E-Commerce Assessment in Fuzzy Situation

Abstract

Customer satisfaction degree is critical for e-commerce enterprises. Thus, more and more commercial organizations attend to “customer satisfaction “ as their main strategy (Mihelis et al., 2001). Customer satisfaction means the satisfaction degrees of customers purchasing commodities. Under electronic commerce, how to raise the consumers’ degree of satisfaction and gain the consumers’ loyalty has become the key factor relating with whether ecommerce enterprise can survive. The view of the philosophy of modern management scientific holds that, satisfaction is the basic criteria of enterprise. Nowadays, more and more commercial organizations take customer satisfaction as their main strategy object (Mihelis et al., 2001). Customer satisfaction and customer satisfaction index have been widely developed in both theory and applications (C. Albert, 2002, E.W. Anderson & C. Fornell, 2000, P. Hackl et al., 2000, D.J. Michael, 2004). Fornell (C. Fornell, 1992) developed the first model of customer satisfaction in 1992. The American customer satisfaction index (ASCI) was set up in 1994 (Yin Rongwu, 2000), Swedish SCSI, European ECSI and Korean KCSI etc. Chinese Customer satisfaction Index (CCSI) started in 1998, are still on the stage of exploration and learning (Zhao Pengxiang, 2001). Customer satisfaction has been used frequently in the quality system certication of ISO9000 of 2000 edition, which shows the important of this concept (Xiaohong Liu et al., 2008). Also, Many countries are conducting Customer Satisfaction Index studies since Customer Satisfaction Index can be used as a predicator for profitability and value of the organizations (S.-H. Hsu, 2008). Nowadays, more attention has been paid to the problem of e-commerce customer satisfaction (M. Wang, 2003). The e-commerce customer satisfaction parameters should be visible for customers. The more important parameters have been chosen based on the literature review: independency, comparable, and feasibility (Mihelis et al., 2001, Yan XiaoTian & Wei Hong-Jun, 2005, Yin Rongwu, 2000, Zheng Yue-Fang, 2005, Liu, 2007). Each index should independently represent the service quality satisfaction from some aspect (Fasanghari & Roudsari, 2008). While customers represent their satisfaction value of ecommerce, the indexes should be comparable for different customer. Thus, the indexes of ecommerce customer satisfaction have been obtained based on literature review so that support all of the customer satisfaction area for e-commerce. 2