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C公司客户满意度测评研究_MBA硕士毕业论文DOC

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文本描述
摘要
I
摘要
随着我国国内生产总值的逐年递增,人均收入水平的不断上涨,因此,高申
请成功率的出国留学成为补充高考升学的有效途径,出国浪潮呈现出爆发式逐年
递增。留学中介机构也在市场环境和利润的双重刺激下,与日俱增,导致市场竞
争日趋激烈,竞争的核心方式也由价格战的单因素竞争转为价格与细化服务相结
合的全面综合性较量,竞争的核心也由对市场份额的争夺转化为对客户资源的获
取与维护。归根结底是以实现客户满意为核心,从而获取更多的客户资源

C 公司作为教育类的服务型企业,在激烈的市场竞争中,逐步意识到企业获得
长远和良性发展的首要前提,是获得客户的满意和忠诚。然而,C 公司在前期经营
过程中,由于公司成立时间尚短,在公司制度和人员配置及服务水平等方面存在
诸多问题,导致较低的客户满意度,造成了一定程度的客户流失,因此,成都 C
公司客户满意度的研究刻不容缓

本文首先对客户满意、客户忠诚以及客户满意度的理论作了概括性论述,其
次分析了我国留学市场的现状及发展趋势,总结了 C 公司目前的客户满意度现状,
并结合客户满意度的影响因素和相关理论,采用理论分析与实地调查相结合的方
法,建立了 C 公司有效的顾客满意度测评体系,并根据该体系制定了客户满意度
的调查方案。通过对新老客户的问卷调查,对收集的调查数据进行汇总归纳,并
运用专家赋权法和层次分析法对数据的有效性、可靠性以及公司整体客户满意度
和影响顾客满意度因素的权重等方面进行了综合系统的分析,总结出 C 公司的服
务现状和影响顾客满意度的各种因素,最后根据调查数据对公司提供的主要产品
和服务质量进行系统分析,提出了有助于提升 C 公司客户满意度的有针对性的改
进措施

通过建立客户满意度测评体系,以及对调查数据的统计分析,使 C 公司有效
的对其提供的产品和服务进行评价,帮助企业识别优势项目和劣势项目,根据不
同的项目制定不同的客户满意度提升策略,从而提升公司在将来市场竞争中的优

关键词:客户价值,客户满意,客户忠诚,客户满意度测评,提升策略ABSTRACT
II
ABSTRACT
In recent years, “studying abroad” has been like a fashion trend, increasing year by
year. On one hand, the high economic level including the increased GDP and income
level per capita has stimulated this trend. On the other hand, the higher success rate of
studying abroad has become an effective way to supplement the college entrance
examination. In this trend, under the dual stimulation of market environment and profits,
the number of study-abroad agencies has grown gradually. In addition, the emergence of
a large number of follow-up intermediaries makes the competition increasingly fierce.
Being different with the price war as the single factor, the core of competition has
changed to be more comprehensive which combines price and refinement services.
Besides, the acquisition and maintenance of customer information has also been
regarded as the core competition rather than the market share competition. In a word, in
order to obtain more customer resources, satisfying the customers and enhancing
satisfaction have been at the core for service-oriented enterprises.
As an educational service-oriented enterprise, C company gradually realizes that
obtaining customer satisfaction and being loyal is the primary premise to get long-term
and healthy development in the fierce market competition. And a company can obtain
customer satisfaction ultimately if the real needs of the customers can be met on the
basis of high value-added products and services which exceed customer expectations.
However, as the establishment of the company is still short, the customer satisfaction of
C company is low due to the many problems associated with company systems, staffing
and service levels. Therefore, the research about customer satisfaction of Chengdu C
company is needed urgently.
In this paper, we will firstly have a concise discussion on customer satisfaction
theory. Secondly, we will analyze the current situation and development trend of the
study market in our country, and then establish an effective customer satisfaction
evaluation system for C company by combining the theoretical analysis and the field
investigation, after which a survey program system for customer satisfaction is
developed. The collected questionnaire survey data of new and old customers were
summarized. After being validated and analyzed by an analytic hierarchy process,
overall customer satisfaction and the factors that affect customer satisfaction wereABSTRACT
III
related. Finally, according to the survey data, we analyzes the main products and service
quality provided by the company, and put forward some targeted improvement measures
to improve the customer satisfaction of C Company to enhance the competitiveness of
the company in the future.
By establishing the system of customer satisfaction measurement, and statistical
analysis of the survey data, help C company to provide the products and services for
effective evaluation and to identify strengths and weaknesses of the project. According
to the different projects of the company, different strategies are developed to improve
customer satisfaction, so as to enhance the competitive advantage of the company in the
future.
Key words: customer satisfaction, customer loyalty, customer satisfaction evaluation,
promotion strategy.目录
IV
目录
第一章 绪论........ 1
1.1 选题背景 .... 1
1.2 研究意义 .... 2
1.3 研究思路和方法及结构安排 ........ 2
1.4 论文的创新3
第二章 客户满意度的相关理论 5
2.1 客户满意 ... 5
2.1.1 客户满意的含义 ......... 5
2.1.2 客户满意的内容 ......... 6
2.1.3 客户满意的特征 ......... 6
2.1.4 客户满意的形成过程 . 7
2.1.5 客户满意的影响因素 . 8
2.1.6 服务质量与客户满意的关系 11
2.1.7 客户满意对企业发展的意义 ........... 13
2.2 客户忠诚 .. 13
2.2.1 客户忠诚的含义 ....... 13
2.2.2 客户满意与客户忠诚的关系 ........... 14
2.3 客户满意度 .......... 15
2.3.1 客户满意度的含义 ... 15
2.3.2 客户满意度指数 ....... 16
2.4 中国客户满意度测评模型(CCSI) .......
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