摘要
在日益严峻的国际市场竞争形势下,在日益发展壮大的国际互联网驱动下,
中国民航正处在由“民航大国”向“民航强国”转变的关键时期,作为全球化运
输的主要方式,我国航空业不可避免地会受到国际经济形势的影响,如何保持我
国航空业的健康发展是摆在我们面前的难题。航空运输企业是航空业的基础与生
产经营的核心,而中国MH网络股份有限公司,是中国民航信息化的先行者和领
导者,与中国民航必须是共同发展成长。目前中国MH面临着空前的挑战和市场
机遇,正在由“政策性垄断”向“服务型垄断”转变,以客户为中心的服务意识正
在逐渐形成。在这种市场形势下,中国MH建立完善的客户服务体系显得尤为必要

本文选择广州MH公司作为研究对象,通过阅读相关文献和搜集相关数据,
先阐述了客户服务营销理论、客户关系管理理论、客户服务满意度等相关理论作
为本文研宄的基础理论,采用了问卷调査法、数据分析法、深度访谈法和对比分
析法等几种方法,分析研宄了企业的责任无法具体落实、服务意识欠缺、响应机
制缓慢等问题,并针对问题提出了一些改进建议。本文主要内容包括六部分。第
一部分为文献综述,这部分介绍了关于客户满意、客户体验、客户忠诚问题国内
外研宄动态。第二部分为研宄的理论基础,这部分主要介绍了优化客户服务体系
的四个理论来源及相关内容的阐述等。第三部分为广州MH公司客户服务体系的
管理现状,这部分介绍了广州MH公司客户类型及客户服务体系的管理现状,为
后面寻找问题及分析原因奠定基础。第四部分为广州MH公司客户服务体系管理
过程中存在的问题及原因分析,本文通过发放调査问卷,与客户管理人员进行深
度访谈等方式展开调研,并综合过去一段时间的数据分析后,认为公司在服务规
章制度、客户服务人员业务水平、服务过程监督和服务考评与绩效管理等方面的
管理工作存在明显不足,认为其原因主要是客户服务理念不全面、客户服务人员
市场敏感度差、服务全过程缺乏有效监督、激励与考评制度有失公允导致。第五
部分为优化客户服务体系的方案与措施,本文认为目前市场环境下,可以通过完
善客户服务规章制度、培养企业核心价值观、加强业务技能培训,尤其是必须建
立公平、公正、公开的激励与考评制度等措施来优化广州MH公司的客户服务体
系。第六部分为本文研宄的结论与展望。希望能够将这些方案及措施运用到公司
实际工作中,最终让客户与企业、服务与管理形成闭环,进而提升公司客户满意
度和忠诚度,完善公司客户服务体系

关键词:客户关系服务体系优化措施
I Abstract
In the increasingly severe international competition situation, in the increasingly
growing, driven by the intemet,chinese civil aviation is in from the civil aviation power
to the critical period of the civil aviation power shift, as the main way of transportation
of globalization, china&39;s aviation industry will inevitably affected by the international
economic situation,how to maintain the healthy development of china&39;s aviation
industry is a difficult problem in front of us.Air transport enterprise is the foundation of
aviation industry and the core of production and operation,China Travelsky Technology
Limited,is china&39;s civil aviation information technology pioneer and leader,and china&39;s
civil aviation must be common development and growth.At present, China Travelsky
Technology Limited are facing unprecedented challenges and market opportunities,is
from the policy monopoly to service monopoly change,customer centered service
awareness isgradually formed. In this market situation,it is necessary to establish a
perfect customer service system for China Travelsky Technology Limited.
This paper selects Guangzhou Travelsky Technology Limited as the research
object,through reading a large number of relevant literature and collecting relevant
data,first elaborated the customer service marketing theory, customer relationship
management, customer service satisfaction and related theory as the basis of this study
theory, adopted questionnaire survey, data analysis, depth interview method and
comparative analysis of several methods, such as, analyzed the responsibility of the
enterprise can&39;t concrete implementation, such problems as lack of service
consciousness, slow response mechanism, and puts forward some improvement
suggestions in view of the problem. The main content of this paper includes six
parts.The first part is the literature review, this part introduces the questions about
customer satisfaction, customer experience, customer loyalty research dynamic at home
and abroad.The second part is the study of theoretical basis, this part mainly introduces
the optimization of customer service system of the several theoretical source and
expounds the related content, etc. The third part is the present situation of the
management of customer service system of Guangzhou Travelsky Technology
Limited,this section focuses on the management of the customer type and customer
III service system of Guangzhou Travelsky Technology Limited,which lays the foundation
for the following problems and the analysis of the reasons. The fourth part is the
problems and reasons of the customer service system management in Guangzhou
Travelsky Technology Limited,this paper carries on the investigation and research
through the questionnaire,and carries on the thorough investigation with the customer
manager,and comprehensive data analysis over the past period of time,that there are
obvious deficiencies in the service rules and regulations,the service level of customer
service personnel,the supervision of service process and the service evaluation and
performance management,the reason is that the concept of customer service is not
comprehensive,customer service personnel market sensitivity is poor,the whole process
of service is lack of effective supervision,incentive and evaluation system is unfair.The
fifth part is the scheme and measures to optimize the customer service system,this paper
believes that the current market environment,this company can improve the customer
service regulations,cultivate the core values oftheenterprise,strengthen business skills
training,especially to establish incentive and evaluation system and other measures to
fair and open to improve customer service system of Guangzhou Travelsky Technology
Limited.The sixth part is the conclusion and prospect of this paper,hope that these will
be able to plan and measures applied to practical work in the company,and finally let the
customer and enterprise,service and management to form a closed loop,and to enhance
customer satisfaction and loyalty,also hope to be able to other enterprises to bring some
guidance or reference.
Key words:customer relationship;service system;optimization measures
IV 目录
摘要 I
Abstract Ill
胃1章绪论 1
U研宄背景1.2研宄意义1.2.1理论意义
.
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要显示当前回显设置，键入不带参数的 ECHO。1.2.2现实意义1.3国内外研宄现状1.3.1国外研宄综述1.3.2国内研宄综述
^6
1.4研宄内容与框架1.4.1研宄内容1.4.2研宄框架1.5研宄方法1.5_1问卷调査法1.5.2数据分析法
A0
1.5.3深度访谈法1.5.4对比分析法1.6研宄创新与局限1.6.1研宄创新1.6.2研宄局限第2章客户服务相关理论概述2.1客户服务相关概念2.1.1客户的概念2.1.2客户服务的概念2.1.3客户关系管理的概念2.2客户服务相关理论2.2.1客户服务营销理论V 2.2.2客户关系管理理论2.2.3客户分级管理理论
21
2.2.4客户满意度基础理论
24
2.3结语 25
第3章广州MH公司客户服务体系现状
27
3.1广州MH公司介绍
27
3.2广州MH公司组织架构
29
3.3广州MH公司客户服务体系管理现状
29
3.3.1广州MH公司客户分类
29
3.3.2广州MH公司客户服务渠道管理
31
3.3.3客户服务体系管理的现状
34
3.4结语 35
第4章广州MH公司客户服务存在的问题与原因分析
37
4.1广州MH公司客户服务存在的问题
37
4.1.1客户服务流程规范不完善
38
4.1.2客户服务人员缺乏专业知识
39
4.1.3客户服务过程缺乏有效监督
40
4.1.4客户服务考评与激励机制不完善
40
4.2广州MH公司客户服务存在问题的原因分析
40
4.2‘1客户服务理念不全面
40
4.2.2客服人员市场敏感度差
41
4.2.3信息反馈渠道缺乏监督
42
4.2.4激励与考评机制不健全
43
4.3 ^ 44
第5章优化客户服务体系的方案与措施
45
5.1健全客户服务流程规范
45
5.2加强培养企业核心价值观
45
5.3加强员工岗位能力培训
46
5.4强化服务人员规则意识.
47
5.5完善信息反馈渠道
48
5.6建立各部门协调工作制度
50
VI t
5.7建立客户投诉快速反应机制
50
5.8完善内部激励与考评机制
51
5_9 雜 52
第6章研究结论与展望
55
6.1研宄结论
55
6.2研宄展望
56
参考文献 59
附录 63
魏 69
攻读硕士学位期间科研成果
71
VII
第1章绪论
第1章绪论
1.1研究背景
民航是一个高度依赖信息技术的行业。中国民航信息技术起步较早,早在民
航隶属于空军的时期,航空导弹、适航等领域就开始使用信息技术。但真正意义
上的民航信息技术的应用,应该是从民航商务信息系统的建设开始的

民航运输业几十年的发展历程中,全球分销系统所占的时间比例还相当少,
在其诞生之前,航空公司的售票系统还经历了很长时间琐碎繁复的“手工作业”
的阶段,以及此后的较为先进的“航班控制系统”和“计算机订座系统”阶段[1]

中国MH也是在这样的形势下应运而生。但如同其他所有行业一样,中国MH要
生存,要稳定发展,就会不断接受着各类问题的考验,行业发展总是这样,出现
问题--解决问
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