摘要
对于任何一个企业来说发展才能生存,而企业发展最重要的是留住客
户,企业要想留住客户的关键所在是让客户满意。顾客满意度对企业的战
略规划、营销策略、盈利能力、客户忠诚度等都有着重要的影响,高的顾
客满意度为企业的健康发展保驾护航。众所周知,卫浴洁具产品发展历史
悠久,并且在全球范围内得到广泛的使用。然而卫浴企业之间的竞争却相
当激烈,并且发展空间非常有限。作为知名卫浴品牌之一的科勒,为了保
持其产品领先的市场份额,除了关注自身产品在功能创新和技术研发方面
的改革外,更要关注提高顾客满意度的研究

本论文首先分析了科勒卫浴所处的环境,指出了研究顾客满意度对科
勒提升企业竞争力的重要意义;其次对卫浴产品、顾客及顾客满意度的概
念进行界定,对顾客满意度的理论基础及测量模型进行回顾,对顾客满意
度影响因素进行分析汇总,初步得出影响满意度变量的设定范围;接着通
过文本分析法和专家调查法确定了影响卫浴产品满意度因素的变量,并在
此基础上设计了卫浴产品满意度调查问卷;对调查问卷的数据进行统计分
析后得出“服务满意度-问题处理速度”、“物流配送满意度-搬到指定地
点”、“安装售后满意度-安装后服务”、“产品满意度-环保节能”、“物.
流配送满意度-按时送达”这5个自变量与因变量“科勒卫浴产品满意度”
的线性关系;最后针对五个变量所指向的问题给出相关对策

iii 关键词:卫浴产品、满意度影响因素设计、问题和对策
iv CUSTOMER SATISFACTION ANALYSIS OF
KOHLER(CHINA)INVESTMENT CO.,LTD.
ABSTRACT
The development of enterprises is essential to retain customers, and the
key factor to retain customers is customer satisfaction. Customer satisfaction
has an important impact on enterprise,strategicmarketing strategic、
profitability and customer loyalty.The healthy development of enterprises can
not do without high customer satisfaction. As we all know, the development of
sanitary ware industry has been very mature, competition between bathroom
companies is also very intense, and the development of relatively limited
space. As a well-known bathroom brands - Kohler, how to security market
share and development prospects in the current market environment, I think in
addition to pay attention to their own products in the functional innovation and
technology research and development aspects of the reform, we must pay
more attention to the improvement of customer satisfaction.
First, this paper analyzes the Kohler bathroom environment and pointed
V out the significance of customer satisfaction on Kohler to enhance the
competitiveness of enterprises. Secondly, define the concept of bathroom
products, customers and customer satisfaction, review the theoretical basis and
measurement model of customer satisfaction, analyze and summarize the
influencing factors of customer satisfaction, Then the setting range of
influencing satisfaction variables is obtained. Thirdly, the factors that affect
the satisfaction degree of bathroom products are determined by the method of
text analysis and expert investigation. On the basis of the above, we designed
the questionnaire of satisfaction degree of bathroom products, statistical
analysis of the questionnaire data service satisfaction - problem processing
speed,logistics satisfaction - moving to designated locations,installation
after sales satisfaction - after installation services,product satisfaction -
environmental protection and energy saving,logistics delivery satisfaction -
on time delivery, the linear relationship between the 5 variables and
dependent variables of Kohler sanitary product satisfaction. Finally, the
paper gives some countermeasures for the problems of five variables.
KEYWORDS: sanitary ware, satisfaction factors, problems and
Countermeasures
vi 目录
第1章绪论 1
1.1研究背景 1
1.2研宄内容和研宄方法1.2. 1研究内容1. 2. 2研究方法第2章文献综述2. 1相关名词的概念界定2. 1. 1卫浴产品的概念及发展阶段2. 1.2顾客满意度的概念2.2顾客满意度的相关理论和相关模型2. 2. 1顾客满意度的相关理论2. 2. 2顾客满意度研宄的模型第3章研究设计3. 1变量设计 15
3.1.1基于己有研究的总结3. 1. 2文本分析法
1 7
3. 1. 3专家访谈法3. 1.4李克特量表分析法
2 0
3.2问卷结构和回收统计
2 4
3.2. 1问卷结构
2 4
3.2.2问卷回收统计
2 5
3. 3信度和效度检验
2 5
3. 3. 1信度检验
2 5
3. 3. 2效度检验
:
2 6
第4章实证分析
2 8
4. 1描述性分析
2 8
4. 1. 1被调查者基本情况分析
2 8
4. 1. 2重要性及满意度得分情况
3 1
4.1.3对被调查者选择的卫浴产品进行分类汇总
3 3
4. 1.4关于被调查者对科勒的建议归纳
3 4
4. 2公因子分析
3 5
V 4.3相关性和回归分析
4 2
4. 3. 1相关性分析
4 2
4.3.2回归分析
4 3
第5章结论和建议
4 5
5. 1研宄结论 4 5
5. 1. 1产品满意度-环保节能
45
5. 1.2物流配送满意度-按时送达和搬运到指定地点
4 5
5. 1.3服务满意度-问题处理速度
45
5. 1.4安装售后满意度-安装后服务
4 6
5.2对策建议 4 6
5.2.1为改进产品环保节能设计提供建议
4 6
5. 2. 2为加快客户问题处理速度提供建议
4 7
5. 2. 3为提高安装技师专业水平提供建议
4 8
5.2.4为物流配送按时送达及搬运到指定地点问题提出建议
4 9
5.3本研宄的不足之处
5 0
5 1
5 3
作者和导师简介
5 4
vi Contents
Chapter 1 Introduction
l
1.1 Research background1.2 Research contents and research methods1.2.1 Research contents1.2.2 Research methodsChapter 2 literature review2.1 The definition of related terms2.1.1 Bathroom products concept and development stage2.1.2 The concept of customer satisfaction2.2 Customer satisfaction theory and related models2.2.1 Customer satisfaction theory2.2.2 Customer satisfaction modelChapter 3 studies the design
1 5
3.1 Variable design3.1.1 Based on the summary of previous studies
1 5
3.1.2 Text analysis
1 7
3.1.3 Expert interview3.1.4 Likert scale analysis
2 0
3.2 Questionnaire structure and recycling statistics
2 4
3.2.1 Questionnaire structure
24
3.2.2 Questionnaire statistics
2 5
3.3 Reliability and validity test
2 5
3.3.1 Reliability test
2 5
3.3.2 Validity test
2 6
Chapter 4 Empirical analysis
2 8
4.1 Descriptive analysis
2 8
4.1.1 Analysis of the basic situation of respondents
2 8
4.1.2 Importance and satisfaction score
3 1
4.1.3 On the selected bathroom products are classified
3 3
4.1.4 Of respondents on Kohler suggestions
3 4
4.2 Common factor analysis
3 5
4.3 Correlation and regression analysis
4 2
vii 4.3.1 Correlation analysis
4 2
4.3.2 Regression analysis
4 3
Chapter 5 Conclusions and suggestions
4 5
5.1 Conclusions
4 5
5.1.1 Product satisfaction - environmental protection and energy saving
4 5
5.1.2 Logistics delivery satisfaction - on time delivery and handling to designated
locations 4 5
5.1.3 Service satisfaction problem - processing speed
4 5
5.1.4 Installation aftermarket satisfaction - after installation services
4 6
5.2 Countermeasures and suggestions
4 6
5.2.1 Provide suggestions for improving environmental protection and energy saving
design 4 6
5.2.2 To speed up the processing of customer issues to provide recommendations.. 4 7
5.2.3 To improve the professional level of installation technicians
4 8
5.2.4 Advises on the delivery of logistics and delivery to designated locations 4 9
5.3 Deficiencies of this study
5 0
Reference 5 l
Thank 5
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