在工业品市场,一直是传统的以产品为主导的制造和销售模式,服务一直作为产

品的附属品不被关注。随着竞争加剧,越来越多的企业开始关注客户服务,借助客户

服务质量的改进增强企业的竞争优势。

本文首先综述了客户服务和服务质量管理相关理论,其次介绍了 TO公司的企业概

况、产品和业务合作模式,通过客户满意度调查说明了企业进行服务质量改进的必要

性。在此背景下,本文在对服务质量差距模型研究的基础上,深入探索了 TO公司管理

层认知差距、服务质量标准差距、服务质量传递差距以及营销沟通差距的影响因素和

作用机理,构建了一个适合WD公司的服务质量综合差距模型。并将该模型应用于WD

公司的实际服务过程中,对WD公司客户服务质量的各种差距进行全面系统的研究,发

现TO公司客户服务过程中存在的质量问题并进行原因分析,提出针对性的改进措施。

在此基础上,本文结合WD公司服务质量的具体差距,分析了服务质量差距的补救

改进措施,并最终总结出企业的服务质量的持续改进的框架,包括客户关系管理、服

务质量标准、组织结构优化和人力资源管理这四个方面,持续有效地提高和改善WD

公司的服务质量。

关键词:客户服务服务质量持续改进

第II页
华东理工大学硕士学位论文

The Study on Customer Service Quality Improvement of WD Company

ABSTRACT

In the area of Industrial automation, service was regarded as a subsidiary of product

in past long period. However, with the drastic competitions,the situation was changed and

enterprises had to reconsider the strategy of competition. As a result,more and more

enterprises were attracted by the charm of service and put the service quality improvement

into their strategy to sustain it competitive advantage.

This article, firstly,states the theory of customer service and service quality

management. Then, it briefly introduces WD Company, its products and business models.

At the same time, it points out the necessity of service quality improvement. In this

background, based on the study of the service quality gap model, this paper deeply explores

the influence factors and mechanism of action of cognitive service agencies gap,

formulating the standard gap,deliver gap and marketing gap and builds an integrated model

of service quality gap for WD Company.

Then the model was applied to WD Company's actual service process to conduct a

comprehensive research on the WD Company's service quality. This article finds the

existing problems in the process of the WD Company,analyses the cause of problems,如d

takes corresponding solving measures.

Finally, combined with the gap of WD company service quality, this article analyses

the remedial measures to shorten the service quality gap,and then concludes the continous

improvement framework, including customer relationship management, service quality

standards, the organization structure optimization,and human resource management, which

would improve the service quality of WD company continuously.

Keywords: Customer Service, Service Quality, Continuous Improvement