论文通过梳理国内外关于顾客承诺的相关文献，深入分析顾客承诺的维度，结合沥
青销售公司的产品特点、借鉴一线销售人员和管理者的经验，将沥青销售公司顾客承诺
水平的影响因素分为四个方面，并在此基础上建立了沥青销售公司顾客承诺水平评价指
标体系，该指标体系共含有 4 个二级指标，12 个三级指标。利用主成分分析法确定各级
指标权重，并运用三角模糊数对沥青销售公司顾客承诺水平进行评价；选取具有代表性
的 A 沥青销售公司为例，以该沥青销售公司顾客承诺作为研究的实际依据，对上述评价
方法进行验证。指出沥青销售公司进行顾客承诺管理的必要性，同时针对沥青销售公司
顾客承诺的具体内容，提出沥青销售公司顾客承诺管理的具体措施
关键词：沥青销售企业；主成分分析；三角模糊函数；顾客承诺水平III
Research on Customer commitment Level of Asphalt sales company
ABSTRACT
As country support for small and medium-sized enterprises, asphalt sales industry
increasingly has a more fierce competition, and asphalt market changes from seller&39;s market to
buyer&39;s market. how to make existing customers to buy the products of this enterprise again,
even to make customer commitment for asphalt sales enterprises with a huge stock of
customer, which has become a problem in asphalt sales managers. Therefore, strengthening
customer commitment management to keep existing customers can help asphalt sales
companies cope with competition environment, has been an important means to obtain
economic benefits.
This article mainly combines the domestic and foreign relevant literature on customer
commitment, in-depth analysis of customer commitment dimensions, combining with the
characteristics of asphalt sales company products, based on the experience of the frontline
sales staff and managers, the asphalt sales company the influence factors of customer
commitment level is divided into four aspects, and established the asphalt sales company
based on the customer commitment level evaluation index system. The index system contains
four secondary indexes, 12 indexes of level 3. principal component analysis is used to
determine the index weight at all levels, and uses triangular fuzzy evaluation method to
evaluate customer commitment level of asphalt sales company. The selection of indexes from
A asphalt sales company on the basis of actual sales has certain representativeness. By
certifying the above evaluation method, it pointed out the necessity of asphalt sales company
customer commitment management. At the same time, for the specific content of the
company&39;s customer commitment, it puts forward the concrete measures for asphalt sales
company to develop customer commitment.
Key Words: asphalt sales；principal component analysis；triangular fuzzy evaluation；
customer commitmentIV
创新点摘要
本研究以沥青销售企业作为研究对象，采用主成分分析方法对确定指标的权重系
数，运用三角模糊函数构建评价模型，探讨了沥青销售企业顾客承诺水平问题。论文的
创新点主要有：
（1）在构建指标体系时，将顾客承诺的相关理论与沥青销售企业的特点相结合，
尤其是针对沥青产品受季节性和市场周期性的影响，将沥青产品数量、物流配送，共享
价值观等作为沥青销售企业顾客承诺水平指标体系的组成成分，使论文的指标体系充分
体现行业特征
（2）使用三角模糊数和主成分分析相结合的方法进行评价。以三角模糊数确定指
标评价值，以主成分分析确定指标权重，通过二者结合的形式进行沥青销售企业顾客承
诺水平的评价。并以 A 沥青销售公司为例，对方法进行了验证。V
目 录
学位论文独创性声明.....I
学位论文使用授权声明.I
摘要....II
ABSTRACT .... III
创新点摘要......IV
第 1 章 绪 论.. 1
1.1 研究背景......... 1
1.2 研究意义......... 2
1.2.1 理论意义.......... 2
1.2.2 现实意义.......... 2
1.3 国内外研究现状......... 2
1.3.1 国外研究现状.. 2
1.3.2 国内研究现状.. 4
1.3.3 研究评价.......... 6
1.4 研究思路及内容......... 6
1.5 研究方法......... 8
第 2 章 相关基础理论.. 9
2.1 顾客承诺相关基础理论......... 9
2.1.1 顾客承诺的起源与涵义.......... 9
2.1.2 顾客承诺的维度........ 10
2.1.3 顾客承诺水平 11
2.2 石油沥青的相关概念. 9
2.2.1 沥青的概念.... 12
2.2.2 沥青的分类.... 12
2.3 沥青销售企业顾客承诺的相关基础理论... 13
2.3.1 沥青销售企业的顾客分类.... 13
2.3.2 沥青销售企业顾客承诺的内涵........ 14
第 3 章 沥青销售企业顾客承诺水平评价指标体系构建及评价....12
3.1 沥青销售企业顾客承诺水平影响因素分析........... 15
3.1.1 产品满意........ 15
3.1.2 服务满意........ 17VI
3.1.3 顾客信任........
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