由于高考考生的不断增加以及家长对高考志愿填报成功率的担忧，高考志愿 填报咨询行业应运而生，由此产生了一个迫在眉睫的问题：如何提高该行业的客 户满意度。加之高考志愿填报咨询公司隶属服务行业，客户满意度对企业生存发 展具有重要意义，而现有研究多集中于填报技巧和填报机制的模型分析，很少涉 及填报服务的满意度调查，对该类公司经营改善的借鉴意义稍缺。 本文以Y高考志愿填报咨询公司为例，从客户满意度入手，分析其经营特 点，结合ACSI和CCSI顾客满意度模型，分析Y公司满意度影响因素及其测量 指标，设计调查问卷，从学生和家长两个角度开展数据收集。通过对收集到的数 据进行统计汇总，采用回归分析和因子分析等方式，从学生和家长两个角度得出 结论：家长更注重产品服务体验和性价比；而学生更注重产品服务对自身价值的 实现。从而从总体服务客户满意度、分项服务顾客满意度两个层面提出客户满意 度的提升措施。 本文研究成果具有一定的理论价值和实践价值。理论价值方面，本文为客户 满意度的研究提供了新的案例，在一定程度上丰富了满意度模型的相关理论；从 实践角度来看，通过对Y高考志愿咨询公司的研究，提出了提高其满意度的措 施，为其他的此类机构提供了借鉴，有利于提升整个行业的服务质量。 关键词：高考志愿填报咨询企业；顾客满意度模型；实证分析 昆明理工大学专业学位硕士学位论文 Y高考志愿填报咨询公司客户满意度提升研究 II Abstract With the increasing number of students taking the college entrance examination and parents' concerns about the success rate of the college entrance examination, the industry of voluntary filling and consulting has come into being, which raises an urgent question: How to improve the Customer satisfaction of the industry. In addition to the fact that the Customer satisfaction is part of the service industry, it is of great importance to the survival and development of enterprises, while the existing research focuses on the model analysis of the filling skills and filling mechanism, it seldom involves the satisfaction survey of filing service, and it has little significance to improve the management of this kind of company. This paper takes Y company as an example, starting from Customer satisfaction, analyzes its management characteristics, combining ACSI and CCSI customer satisfaction model, analyzes the influencing factors of Y company's satisfaction and its measurement index, and designs a questionnaire, data collection from both student and parent perspectives. By means of regression analysis and factor analysis, the conclusions are drawn from the perspectives of students and parents: parents pay more attention to the product service experience and cost-effectiveness ratio; But the student pays more attention to the product service to own value realization. Thus from the overall service Customer satisfaction, sub-service customer satisfaction levels of the Customer satisfaction proposed measures to enhance. The research results of this paper have certain theoretical value and practical value. In terms of theoretical value, this paper provides a new case for the research of Customer satisfaction, which enriches the theory of satisfaction model to some extent, the measures to improve its satisfaction degree are put forward, which can be used for reference by other institutions and help to improve the service quality of the whole industry. Keywords:Consulting company for college entrance examination application; Customer satisfaction model; the empirical analysis 昆明理工大学专业学位硕士学位论文 Y高考志愿填报咨询公司客户满意度提升研究 i 目录 摘要 .............................................................................................................. I Abstract ........................................................................................................ II 第一章 绪论 ............................................................................................... 1 1.1 研究背景 ........................................................................................... 1 1.2 国内外研究现状 .............................................................................. 2 1.2.1客户满意度研究 ......................................................................... 2 1.2.2客户满意度模型研究................................................................. 3 1.2.3高考志愿咨询研究 ..................................................................... 4 1.2.4研究评述 ..................................................................................... 6 1.3 研究意义 ........................................................................................... 7 1.3.1 理论意义 .................................................................................... 7 1.3.2 实践意义 .................................................................................... 7 1.4 研究内容、技术路线和论文贡献 .................................................. 8 1.4.1 研究内容 .................................................................................... 8 1.4.2 技术路线 .................................................................................... 9 1.4.3 论文贡献 .................................................................................. 10 第二章 相关理论与研究模型 ................................................................ 11 2.1 相关概念 ......................................................................................... 11 2.1.1 服务 .......................................................................................... 11 2.1.2 客户满意度 .............................................................................. 11 2.1.3 高考志愿填报咨询公司 ......................................................... 12 2.2服务营销理论 ................................................................................. 13 2.3顾客满意度理论 ............................................................................. 14 2.4客户满意度模型 ............................................................................. 15 第三章 Y高考志愿填报咨询公司客户满意度测评模型构建 ............ 17 昆明理工大学专业学位硕士学位论文 Y高考志愿填报咨询公司客户满意度提升研究 ii 3.1 Y高考志愿填报咨询公司简况 ..................................................... 17 3.1.1 Y高考志愿填报咨询公司基本信息....................................... 17 3.1.2 注重提升培训老师的业务能力 ............................................. 17 3.1.3 利用完善的信息系统精准分析 ............................................. 18 3.1.4 针对性强 .................................................................................. 19 3.1.5 服务质量极佳 .......................................................................... 19 3.1.6 独特的收费结构 ...................................................................... 20 3.2 Y高考志愿填报咨询公司客户满意度测评模型设计 ................. 21 3.3 Y高考志愿填报咨询公司客户满意度测评指标分析与选择 ..... 22 第四章 Y高考志愿填报咨询公司客户满意度调研设计及结果分析 25 4.1 Y高考志愿填报咨询公司客户满意度调查问卷设计 ................. 25 4.2 Y高考志愿填报咨询公司客户满意度调研数据收集 ................. 26 4.2.1 数据收集 .................................................................................. 26 4.2.2 数据处理及说明 ...................................................................... 26 4.3 Y高考志愿填报咨询公司客户满意度调查结果分析 ................. 27 4.3.1 数据总体情况说明 .................................................................. 27 4.3.2 对样本数据的因子分析 ......................................................... 32 4.3.3 样本因子分析数据处理与稳定性检验 ................................. 33 4.3.4 数据分析结果 .......................................................................... 42 4.3.5客户满意度不高原因分析 ...................................................... 43 第五章 Y高考志愿填报咨询公司客户满意度提升措施 .................... 44 5.1总体服务客户满意度提升 ............................................................. 44 5.1.1家长满意度提升 ....................................................................... 44 5.1.2学生满意度提升 ....................................................................... 45 5.2分项服务顾客满意度提升 ..........................