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MBA硕士论文_家电售后业务流程节点分析优化方法研究DOC

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文本描述
摘要
随着各家电品牌在价格、性能等方面的同质化趋势日益明显,提高家电售后
服务质量,优化家电售后业务流程,已成为家电企业树立自身品牌、赢得消费者
的关键。由于家电售后服务存在其行业特殊性,客户需求多样化,售后业务流程
复杂,仅对售后流程进行的定性分析,不足以满足家电企业对售后流程优化的需
求;同时需要对售后服务各业务流程节点的重要性加以区分,以达到资源配置优
化的目的。
为解决以上问题,本文主要进行三个方面的研究。第一,本文对家电售后业
务流程进行分析,归纳了订单处理、物流配送、安装、客服服务、信誉保价及产
品质量六大业务流程节点,同时根据 ACSI、ECSI 及 CCSI 等客户满意度模型,
提出以感知质量、感知价值、客户满意、客户抱怨、客户忠诚及消费等级六个变
量作为一级指标的客户满意度框架。结合家电售后业务流程节点与客户满意度框
架,本文设计了一套包含 59 个测量指标的家电售后业务流程节点指标体系。第
二,基于某知名品牌家电的大量在线评论数据,本文利用 CRISP-DM 知识发现
标准流程方法,运用关联规则算法挖掘指标体系中对目标变量具有关键影响的关
键业务流程节点,并对节点进行了显著性检验,验证了挖掘结果的有效性;同时
利用随机森林算法对关键节点进行重要性区分,形成家电售后关键业务流程节点
模型。第三,本文采用多元线性回归方法,对售后关键业务流程节点模型进行量
化分析,并对消费等级变量的调节作用进行验证。
研究通过数据挖掘得到 33 个关键指标,并量化分析了各关键指标对目标变
量的影响,通过随机森林与线性回归两种方法的重要性分析结果对比,证实了分
析结果的有效性。最后,本文运用相关理论对结果进行解释,并提出家电售后业
务流程节点的优化方法。
关键词:家电售后;指标体系;在线评论挖掘;关键节点;优化方法哈尔滨工业大学管理学硕士学位论文
- II -
Abstract
With the trend of homogeneity in the price, performance and other aspects of
various home appliance brands has been increasingly obvious, it has become the key
of establishing their own brands and winning the consumers to improve the quality of
after-sales service and optimize the after-sales business process for home appliance
enterprises. For one thing, since there is the particularity of the home appliance
industry, customer demands are diverse and the after-sales business process is
complex, it is not enough to meet the home appliance enterprises’ need which aims at
optimizing after-sales process only by qualitative analysis of the after-sales process.
For another, the importances of the business process nodes should be distinguished in
order to achieve the purpose of resource allocation optimization.
To solve the two issues above, this paper mainly carries out three contents of
research. Firstly, this paper analyzes the after-sales business process and summarizes
six business process nodes: order processing, logistics distribution, installation,
customer service, price insured and product quality. Besides, according to customer
satisfaction models including ACSI, ECSI and CCSI, the paper designs a customer
satisfaction framework composed of six variables: perceived quality, perceived value,
customer satisfaction, customer complaints, customer loyalty and consumption level.
Combined with the after-sales business process nodes and customer satisfaction
framework, this paper presents a home appliance after-sales business process node
index system which consists of 59 measurement indexes. Secondly, based on a large
number of online review data of a well-known home appliance enterprise, this paper
adopts the CRISP-DM standard process for data mining and uses association rule
algorithm to filter the key business process nodes in the index system which have key
influence on the target variables. Moreover, the random forest algorithm is adopted to
distinguish the importances of the filtered key nodes. As a result, the after-sales key
business process node model is established. Thirdly, this paper performs the
quantitative analysis of the key business process node model by multiple linear
regression and verifies the moderating effect of consumption level variable.
In this paper, 33 key indexes are obtained by data mining, and the influence of
each key index on target variables is quantitatively analyzed. The reliability of the
analysis results is confirmed by comparing the results by two methods of random
forest and linear regression. Finally, this paper explains the analysis results by the
relevant theories and puts forward the optimization method for home appliance
business process node based on the analysis results.
Keywords: After-sales for home appliance, index system, online review mining, key
node, optimization method哈尔滨工业大学管理学硕士学位论文
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目 录
摘要............................................................................................................................ I
Abstract ......................................................................................................................... II
第 1 章 绪 论..............................................................................................................1
1.1 研究背景及意义.................................................................................................1
1.1.1 研究背景 ......................................................................................................1
1.1.2 研究目的及意义 ..........................................................................................1
1.2 国内外研究现状及分析.....................................................................................2
1.2.1 国外研究现状 ..............................................................................................2
1.2.2 国内研究现状 ..............................................................................................3
1.2.3 国内外文献综述简析 ..................................................................................4
1.3 研究内容与方法.................................................................................................5
1.3.1 研究内容 ......................................................................................................5
1.3.2 研究方案与路线 ..........................................................................................6
1.3.3 章节安排 ......................................................................................................7
第 2 章 家电售后业务流程节点指标体系..................................................................9
2.1 客户满意度相关理论概述.................................................................................9
2.1.1 客户满意度概念 ..........................................................................................9
2.1.2 客户满意度模型 ..........................................................................................9
2.2 客户满意度框架...............................................................................................14
2.3 家电售后业务流程节点分析...........................................................................16
2.4 家电售后业务流程节点指标体系...................................................................20
2.4.1 家电售后业务流程节点指标体系设计 ....................................................20
2.4.2 家电售后业务流程节点指标测量方法 ....................................................23
2.5 本章小结...........................................................................................................25
第 3 章 基于在线评论挖掘的关键业务流程节点模型............................................27
3.1 数据挖掘方法相关理论概述...........................................................................27
3.1.1 CRISP-DM 标准流程方法 .........................................................................27
3.1.2 关联规则挖掘算法理论概述 ....................................................................29
3.1.3 随机森林算法理论概述 ............................................................................30
3.2 家电售后在线评论数据收集...........................................................................31
3.3 关键业务流程节点挖掘的商业理解及数据理解...........................................32
3.3.1 商业理解 ....................................................................................................32
3.3.2 数据理解 ........................................................................................