基于互联网方式的“顾客抱怨”处理分析与应对策略——以携程旅行网为例

Analyses and countermeasures to"customer complaints" tased on internet——A Case Study of Ctrip

通过互联网方式表达的"顾客抱怨"是一种广义的概念,不仅是指顾客对不合格服务的一种批评和指责,而且还包括顾客对现有服务的想法、意见和建议。携程网是中国旅游电子商务网站的代表,在"顾客抱怨"处理方面具有显著的特色:会员制加强了网站与顾客之间的联系,顾客评价板块为顾客提供了评价平台,在线客服的全天候服务满足了顾客的实时需求。但其所存在的不足也不容忽视:顾客评价的可信度不高,网站对顾客评价缺乏快速响应,顾客意见反馈的渠道太少。有鉴于此,今后要着力采取如下应对策略:对参与评价的顾客进行资质分级并建立可信度高的分级会员制,进一步完善顾客评价系统,相关板块提供Email地址以加强网络联系等。

＂customer complaint＂ expressed through Internet is a broad concept including criticism about the failure of customer service, and ideas, comments and suggestions about the customer service as well. Ctrip represents Chinese tourist e-commerce sites with significant features in ＂customer complaints＂ treatment, such as membership to strengthen the links between sites and customers, customer rating plate to provide customers with evaluation platform, online customer service to meet the real-time needs of customers and so on. But its shortcomings can not be ignored ： the credibility of customer evaluation, lack of quick response to customers and customer feedback channels. In view of this, Ctrip must focus on the following strategies ： establishing the credibility of customer evaluation, improving customer rating system, setting up relevant sections to strengthen the networking and so on.