本文采用的方法是理论研究和实证分析相结合的方法。首先阐述了研究问题
的背景,并通过大量的文献阅读和资料收集,系统的概括了国内外顾客满意度的
理论,以及影响顾客满意度的三大因素。总结概况了目前国内外学术界比较常用
的四个顾客满意度测评模型以及提出的提升顾客满意度策略。接着以CP公司为研
究对象,在理论的基础上确定了测量CP公司顾客满意度的模型即采用ACSI模型
和调查方法。然后通过发放调查表、回收调查表和统计数据,得出了 CP公司顾客
满意度分值,同时总结了顾客不满意的问题点,并进行了原因分析。最后根据前
面的分析,从提高顾客满意度策略的理论出发提出了提升CP公司顾客满意度的四
个方法以及提升策略的保障措施。
本文研究的重点有两个方面:一是借助目前学术界的顾客满意度的相关理论
知识,包括借助顾客满意度分析工具,并结合CP公司的具体情况,刨析了 CP公
司顾客满意度方面所存在的问题。二是本文通过问卷调查、实地拜访等途径获得
第一手的顾客反馈资料,从而制定出了 CP公司切实可行的提高顾客满意度策略以
及保障实施。
关键词:CP公司;顾客满意度;服务质量
ABSTRACT
With the rapidly development during last several decades in China. It has
became the manufacture center in the world. This has brought many development
opportunity to China, Meanwhile, It also have been bringing more larger
challenge. Through several decades of development, The enterprises focus on
the production, Nowadays, The enterprises should not only focus on this but also
customer demand.We can see from many examples, The long-terms successful of
enterprises not only based on the cultivate and application of core ability but also
based on the result of establish and maintenance of customer relationship. At
the same time. The study shown, In each field, Improved customer satisfaction
can help enterprises to improve the marketing appropriation. The only question
that enterprises should consider is: how to keep long-term success, and
maintenance the top one in the field of their own. At the moment, It is very
necessary to study how to deal with customer and how to improved the customer
satisfaction in manufacture enterprise.
This paper integrated the theoretical research and empirical research method.
Firstly, The paper set forth the background of this research. After reading many
paper and collecting data, It points out the concept of customer satisfaction in
China and overseas, and three influence factor of customer satisfaction.
Meanwhile, This paper gives all the introduction of four measuring models of
customer satisfaction and improving strategy of customer satisfaction in the
China and overseas. Secondly, Measuring models of customer satisfaction is
fixed that is ACSI was adopted and investigate method, After releasing the
questionnaire and analysing the data. It turns out the customer satisfaction degree
of CP Co., Analysis the problem and reason. Lastly the corresponding
improvement strategies were proposed including the support way.
This paper puts emphasis on two aspects: The first one is analysis the issue
of cp co,s customer satisfaction based on theory knowledge and analysis tooling.
The second one is developed strategy and measure safeguard of improving
customer satisfaction via questionaire and visit。
Keywords: CP Co., ; Customer Satisfaction ; Service Quality ;
第1章绪论
1.1选题背景和研究意义
1.1.1选题背景
目前,国外大多数企业尤其是世界500强的企业,都很重视顾客满意度
的研究和提升。据美国《财富》杂志对“全球500强企业”的追踪调查,企业的顾
客满意度指数同“经济增值”和“市场增值”呈明显的正比关系,企业的顾客满意度指
数若每年提升1个点,则5年后该企业的平均资产收益率将提高11.33%。对企业
而言,什么是企业所追求的最高目标经过多年的研究和实证说明,那就是“满足
顾客的要求和期望”将超越并取代质量合格或服务达标这两个因素。
CP公司属于轻工业零配件行业,业务包含家电配件、户外设备配件等范畴。
就此行业来讲,目前正处于技术转型、消费需求转型、管理转型的关键时刻,在
节能环保压力越来越大、成本越来越高的形势下,在这种巨大的行业市场的转型
升级的过程中,上游原材料和零部件行业迎来了发展的机遇,于此同时也带来了
巨大的挑战。自1995年以来,中国的家电零配件企业如雨后春異般的出现在竞争
的市场上,而作为客户,也有了更多、更好的选择。所以如何与优质客户建立长
期的合作关系,如何提高客户的满意度和忠诚度,就显的格外重要。
CP公司,成立于20世纪60年代,隶属西班牙第七大工业集团MCC集团,
是世界著名白色家电零配件制造商之一。CP公司在全球拥有7个生产基地,主要
产品分为洗衣机配件、室内厨卫配件、户外烧烤炉零配件等3大系列。目前公司
的业务覆盖全球,主要客户包括世界著名的家电企业如LG、惠而浦、三星、西门
子、海尔,以及欧美著名的零售商沃尔玛、家德i和劳氏公司等。在世界经济竞
争加剧和欧美债务危机的大环境下,客户更加追求低成本、质量好和交期短的产
品,这就给CP公司提出了更高的要求。与此同时,中国国内白色家电的迅猛发展
也给CP公司带来了臣大的商机和挑战。从未来几十年的发展趋势来看,白色家电
仍然是一个稳步增长的行业,这为白色家电的零配件供应带来了增长的空间。如
==>>