TAOBAO, THE MARKETING PROBLEM AND RECOMMENDATIONS FOR IMPROVING CUSTOMER SATISFACTION
Keywords:
Taobao, Marketing Problem, Online Marketing, Customer SatisfactionAbstract
This study encodes the online customer comments from Taobao based on content analysis, and through summarizing the comments categories. The data were 547 comments collected from review evaluation system pages of each of 100 Taobao’s women’s clothing stores. Content analysis and open-ended coding were used to process and analyze the data. The result of analysis showed that different categories have different frequencies. There are 6 problems with Taobao’s women’s clothing stores: quality of products, the product information accuracy, price of products, logistics service, quality of service, and others. For each problem solution, the researcher puts forward recommendations that the entrepreneur should ensure products quality, optimize the product strategy to ensure product information accuracy, optimize the pricing strategy to ensure a reasonable price, improve logistics service by fourth party logistics, improve quality of service, and improve customer satisfaction. And finally, recommendations for further study has been offered.
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