摘要
II
摘要
由于部分企业不具备设置会计机构和会计人员的条件，代理
记账行业应运而生。代理记账行业是随着我国市场经济的发展而
出现的一种新的产物，是现代服务业中会计行业细分的结果。近
年来，随着国内代理记账企业的不断增加，各代理记账企业为了
在激烈的竞争中获得优势，不得不重视客户资源的获取与满意度
的提升。代理记账行业也从原来的以产品为基础的竞争转变为现
在以服务质量、客户感受为基础的竞争

本文在对客户满意度相关概念以及客户满意度模型进行文献
分析的基础上，从客户的流失、员工的流动性等方面对 W 公司客
户满意的现状进行了分析,结合代理记账行业的特点，筛选出五个
一级指标和十六个二级指标，采用层次分析法赋予了权重，从而
成功构建代理记账行业的客户满意度测评模型。根据代理记账行
业的客户满意度测评模型,通过问卷调查的方法对 W 公司的客户
满意度进行了调研分析

根据调研结果，得到如下结论：第一，在构建的客户满意度摘要
III
模型的指标中，W 公司客户满意度影响程度由高到低分别是服务
质量、服务价格、客户投诉、员工质量、企业形象。第二、W 公
司的客户满意度得分为 4.11 分，具有较大的提升空间。在五个准
则层指标中，其中企业形象、服务价格和员工质量这三个指标的
客户满意度得分低于总得分，严重影响了客户对 W 公司的评价，
后续应当重点对这三个方面进行改进。第三，从各指标层来看，
服务的规范性、服务产品的美观度以及服务价格的合理性都具有
一定的提升空间。第四，目前 W 企业员工的服务态度有待提高，
而服务人员的沟通能力和主动性都相对较好。结合上述研究结论，
提出通过提升企业品牌形象，提高产品质量，及时高效地解决客
户投诉，制定合理的服务价格体系，建立企业与客户的沟通机制，
提高员工服务的主观能动性等措施来提高 W 企业的客户满意度

关键词：代理记账 客户满意度 测评ABSTRACT
IV
ABSTRACT
Accounting work in the enterprise&39;s economic management activities plays a vital role.
As part of the enterprise does not have the conditions for the establishment of accounting
institutions and accounting personnel, the agency accounting industry comes into being.
Acting accounting industry is a new product with the development of China&39;s market
economy, which is the result of the segmentation of accounting industry in modern service
industry. With the increasing number of domestic accounting enterprises, In order to gain an
advantage in the fierce competitive environment, each accounting enterprise must pay
attention to the acquisition of customer resources, we must pay attention to customer
satisfaction, we must accept the industry’s change from the original product-based
competition to the quality of service, customer experience as the basis.
Based on literature analysis of the related concept of customer satisfaction and
customer satisfaction model, analyzes the status of liquidity from the aspects of loss of staff,
customers of W company customer satisfaction, combined with the characteristics of
bookkeeping industry, selected five indexes and sixteen level two indexes by AHP law gives
weight, and model of customer satisfaction measurement of bookkeeping industry
construction. According to the customer satisfaction evaluation model of the accounting
bookkeeping industry, this paper makes an investigation and analysis of the customer
satisfaction of W company through the method of questionnaire survey.
According to the survey results, the following conclusions: First, in the index of
customer satisfaction model, W company&39;s customer satisfaction degree are the following
items, service quality, price of service, customer complain, employee quality, The image ofABSTRACT
V
enterprise. Second, W company&39;s customer satisfaction score of 4.11 points, with great room
for improvement. In the five criteria layer indicators, which corporate image, service prices
and quality of the three indicators of customer satisfaction score lower than the total score,
seriously affected the customer&39;s evaluation of the W company, the follow-up should focus
on these three aspects Improve. Third, from the index level, the service of the normative, the
beauty of service products and the rationality of service prices have a certain room for
improvement. Fourth, the current W company employees attitude to be improved, and
service personnel communication skills and initiative are relatively good. Combined with the
above conclusions, proposed by improving the image of corporate brand, improve the
product quality, timely and efficient solution to customer complaints, develop a reasonable
service price system, establish a business and customer communication mechanism to
improve the staff service initiative and other measures to improve W company’s customer
satisfaction.
Wang Wei (MBA)
Supervised by Li Hong
Key words: agent accounting; customer satisfaction; analytic hierarchy process目录
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目录
摘要..........II
ABSTRACT ......... IV
第一章 绪论 ........1
1.1 研究背景 ......1
1.2 研究意义 ......2
1.3 研究内容 ......2
1.4 研究方法 ......3
1.5 技术路线图 ..5
1.6 本章小结 ......6
第二章 文献综述 7
2.1 客户满意度的含义 ..7
2.2 客户满意度的评价模型 ......8
2.3 层次分析法 13
2.4 本章小结 ....15
第三章 W 公司客户满意度现状分析 ...16
3.1 公司的基本情况介绍 ........16
3.2W 公司客户的基本情况介绍 ..........18
3.3W 公司客户满意度现状分析 ..........22
3.4 本章小结 ....23
第四章 代理记账行业客户满意度测评体系构建 .........24
4.1 代理记账行业客户满意度测评体系构建的目的 24
4.2 代理记账行业客户满意度测评体系构建的原则 24
4.3 指标的选取与分析 25
4.4 权重的确定 30
4.5 模型建立 ....34
4.6 本章小结 ....36
第五章 W 公司客户满意度测评与分析 ..37
5.1 问卷设计 ....37
5.2 数据来源及数据的描述性分析 ....38
5.3W 公司客户满意度的调查分析 ......39目录
- VII -
5.4 本章小结 ....43
第六章 W 公司客户满意度的提升策略 ..44
6.1 提升企业品牌形象 44
6.2 提高产品质量 ........44
6.3 及时高效地解决客户投诉 ..
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