中文摘要：

从客户与B2C电子商务的交易过程出发，提出了B2C电子商务客户流失原因指标体系。通过直觉模糊理论，邀请专家对B2C电子商务客户流失原因进行了评估。为了科学、合理地分析评估结果，应用基于正态分布的有序加权平均（Ordered Weighted Averaging，OWA）对结果进行处理。在此基础上，提出了客户流失原因评估方法。通过实证研究得出：退货、售后服务、智能化和物流速度是导致客户流失的主要原因，为B2C电子商务改进服务提供了强有力的智力支持。

英文摘要：

E-commerce customers losing reasons index system is proposed based on the transaction process between E-commerce and customers. Experts are invited to estimate these reasons by intuitionistic fuzzy theory. In order to analyze estimation fairly, OWA based on normal distribution is presented. Evaluation losing reasons algorithm is proposed. Case analysis has demonstrated that return, service, intelligence and the speed of logistics are the main factors that lead to customers losing, which provides intellectual support for E-commerce.