I 摘要 美容行业作为新兴服务行业，不仅在国民经济中占据着越来越重要的地位，同样在 人们的日常生活中发挥着巨大的作用，随着人们的需要美容行业的发展也是突飞猛进， 同时竞争也是愈 加激烈。作为服务行业服务的对象就是顾客，顾客资源是企业赖以生存 的主要资源，因此顾客资源也是行业之间竞争的核心资源。 RT 美业是一家有着近三十年发展历史的大型连锁美容企业，随着公司可持续发展 战略布局 ，对青年顾客资源的需求显得尤为突出，而提升企业青年顾客满意度也成为公 司获取青年顾客资源的重要途径。 本文针对 RT 美业目前面临的青年顾客满意度较低问题，运用顾客满意度相关理论 结合美容行业特点以及 RT 美业实际现状，运用文献研究、访谈、调研、案例研究等方 法，对 RT 美业现有顾客结构进行分析，阐述青年顾客满意度对企业可持续的必要性， 运用顾客满意相关因素和方法结合青年顾客美容消费喜好，设计处 RT 青年 顾客满意度 调查问卷，进一步综合整理问卷调查结果，对该企业目前存在的满意度问题进行有针对 性的分析。根据问题和成因设计出 RT 美业青年顾客满意度提升策略，提出拓展服务渠 道、优化产品及项目、提升品牌形象 等内容，并设计出配套保障措施，通过建立实施领 导小组、提高员工满意度、设立以顾客满意度为导向的薪资激烈体系、建立顾客满意度 常态化管理机制，确保 RT 美业青年顾客满意度提升策略可以有效实施。青年顾客满 意 度的提升能够切实的为企业在激烈的竞争中获取宝贵的顾客资源，促进企业顾客资源可 持续发展，为企业“百年老店”的宏伟蓝图献绵薄之力。 关键词，美容企业，顾客满意，青年顾客满意度策略西北大区硕士学位论文 II ABSTRACT As a new service industry, the beauty industry not only occupies an increasingly important position in the national economy, but also plays a huge role in people's daily life. With people's needs, the development of the beauty industry is also advancing by leaps and bounds, while competition is becoming increasingly fierce. As the object of service industry is customers, customer resources are the main resources for enterprises to survive, so customer resources are also the core resources of competition among industries. RT Beauty is a large chain beauty enterprise with nearly 30 years'development history. With the company's sustainable development strategy layout, the demand for young customer resources is particularly prominent, and improving the satisfaction of young customers has become an important way for the company to obtain young customer resources. Aiming at the problem of low customer satisfaction of young people faced by RT aesthetics industry at present, this paper uses the theory of customer satisfaction, combines the characteristics of the beauty industry and the actual situation of RT aesthetics industry, and uses the methods of literature research, interview, investigation and case study to analyze the existing customer structure of RT aesthetics industry, elaborates the necessity of youth customer satisfaction for the sustainable development of enterprises, and uses customer satisfaction correlation. Factors and methods combined with young customers'aesthetic consumption preferences, design the RT Youth Customer Satisfaction Questionnaire, further collate the results of the questionnaire survey, and make a targeted analysis of the existing satisfaction problems of the enterprise. According to the problems and causes, this paper designs strategies to improve customer satisfaction of young people in RT Aesthetics, puts forward the contents of expanding service channels, optimizing products and projects, and enhancing brand image, and designs supporting safeguards. Through establishing and implementing leadership groups, improving employee satisfaction, establishing a customer satisfaction-oriented salary system, and establishing a normalized management mechanism of customer satisfaction, Ensuring that the strategy of improving customer satisfaction of young people in RT Aesthetics can be implemented effectively. The improvement of youth customer satisfaction can effectively obtain valuable customer resources for enterprises in the fierce competition, promote the sustainable development of enterprise customer resources, andABSTRACT III contribute to the grand blueprint of enterprise's century-old shop. Keywords: Beauty Enterprises, Customer Satisfaction, Youth Customer Satisfaction西北大区硕士学位论文 IV 目 录 摘 要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录................................................................................................................................IV 第一章 绪 论...................................................................................................................... 1 1.1 选题背景和意 义...................................................................................................... 1 1.1.1 选题背 景........................................................................................................... 1 1.1.2 选题意 义........................................................................................................... 2 1.2 研究思路和方 法...................................................................................................... 2 1.2.1 研究思 路........................................................................................................... 2 1.2.2 研究方 法........................................................................................................... 3 1.3 研究内容及框 架...................................................................................................... 3 1.3.1 研究内 容........................................................................................................... 3 1.3.2 研究框 架........................................................................................................... 4 1.4 本文贡 献.................................................................................................................. 6 第二章 理论基 础............................................................................................................ 7 2.1 顾客满意度相关概念 ............................................................................................. 7 2.1.1 顾客满意度的基本概 念.................................................................................. 7 2.1.2 顾客满意度的级 别.......................................................................................... 7 2.1.3 顾客满意度测评体 系...................................................................................... 9 2.2 顾客满意度影响因素 ........................................................................................... 10 2.2.1 顾客的需求结 构............................................................................................. 10 2.2.2 顾客满意度的影响因 素................................................................................. 12 第三章 RT 美业顾客满意度现状及存在的问题.......................................................... 14 3.1 RT 美业基本情况介绍.......................................................................................... 14 3.1.1 RT 美业简 介................................................................................................... 14 3.1.2RT 美业发展及战略规 划................................................................................ 15 3.2 RT 美业顾客结构分析及特点.............................................................................. 17 3.2.1 RT 美业顾客年龄结构................................................................................... 17目 录 V 3.2.2 RT 美业顾客增长结构 ...................................................................................18 3.2.3 RT 美业顾客结构特点 ...................................................................................20 3.3 RT 美业青年顾客满意度调查分析 ......................................................................21 3.3.1 满意度调查问卷设计及发放 .........................................................................21 3.3.2 调查结果 .........................................................................................................24 3.4 RT 美业青年顾客满意度存在问题 ......................................................................26 3.4.1 产品种类过少 .................................................................................................26 3.4.2 项目结构单一 .................................................................................................27 3.4.3 环境不够清新 .................................................................................................28 3.4.4 品牌没有吸引力 .............................................................................................28 第四章 RT 美业青年顾客满意度提升策略设计..........................................................30 4.1 RT 美业青年顾客满意度提升策略设计原则与思路 ..........................................30 4.1.1 设计思路 .........................................................................................................30 4.1.2 设计原则 .........................................................................................................30 4.2 RT 美业青年顾客满意度提升策略内容 ..............................................................31 4.2.1 产品策略 .........................................................................................................31 4.2.2 项 目策略 .........................................................................................................32 4.2.3 环境策略 .........................................................................................................33 4.2.4 品牌策略 .........................................................................................................34 第五章 RT 美业青年顾客满意度提升策略实施保障措 施..........................................36 5.1 建立顾客满意度研究常态管理机制 ....................................................................36 5.2 建立以顾客满意度为导向的薪酬激励体系 ........................................................37 5.3 提升员工满意度 ....................................................................................................38 5.4 打造以顾客需 求为核心的企业文化 ....................................................................40 第六章 结束与展 望........................................................................................................41 6.1 结论 ........................................................................................................................41 6.2 不足与展望 ............................................................................................................41