MBA学位论文作者：胡伟相
HWNE公司售后维修用户满意度提升研究
HWNE公司售后维修用户满意度提升研究
中文摘要
自2015年开始HW在北欧四国市场每年以超过120%的速度增长，到2019市
场份额与苹果、三星接近。根据欧睿调查公司对北欧主流手机厂商的品牌满意度
调研的结果，HW手机的客户满意度距第一名苹果仍有差距。为了实现HW手机全
球领先的品牌战略，HW必须在北欧市场实超越苹果、三星，从而带动海外其他区
域的销售。因此，如何提升HWNE的售后维修满意度将对HW在北欧的进步发展和
高端市场产生至关重要作用。
本文以 HWNE 公司为研究对象，以用户满意度为研究内容。首先深入细致的
梳理了国内外客户满意度相关理论，分别从顾客满意度的价值、行为特征、测评
模型等方面进行挖掘，构建出HWNE售后维修满意度影响因素模型提供理论支撑。
其次，采用因子分析法、四分图模型、通过问卷调查、业务大数据分析等，定量
分析了HWNE公司的客户售后维修满意度的现状，总结归纳出HWNE的客户售后维
修满意度主要存在服务时效、服务态度、维修环境和维修价格等四个方面的问题。
并进一步分析这些问题产生的原因，第一是售后维修店配置与业务增长速度不匹
配，服务人员不足；其次是用户在维修服务中感受的服务态度不友好，造成维修
体验不佳；第三模块化设计集成度高，导致维修更换备件的成本高；最后是不同
的用户通过不同的途径找寻维修店难的问题。根据分析结果借助四分图模型，针
对存在的问题及成因依照需要改进的紧迫程度依次提出了四点满意度提升方案
及具体措施：首先对现有的服务店布局进行优化、同时根据在网激活数量增加售
后维修店；其次推行维修服务的规范性，加强规范性赋能培训，确保用户体验的
一致性；第三组建解决方案专门负责低成本备件维修方案，推出更多低成本备件
提供方案，降低维修成本；最后投入专项资金，优化售后维修店信息露出，方便
用户取得售后店信息。
本文拓宽了用户满意度的研究领域，将用户满意度的研究框架和方法应用到
中国领军企业在海外市场开拓当中。希望能为 HWNE 公司用户满意度的提升提供
有益借鉴和指导，也希望能给其他中资企业在海外满意度管理提供帮助和参考。
关键词：售后维修，用户满意度，提升方案
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MBA学位论文作者：胡伟相
HWNE公司售后维修用户满意度提升研究
Research on the Improvement of After-sales Customer
Satisfaction of HWNE
Abstract
HW has been growing at a rate of more than 120% in the four Nordic countries
every year since 2015, and its market share has be close to that of Apple and Samsung
in 2019. According to the result of Euromonitor 's brand satisfaction survey on
mainstream mobile phone manufacturers in Nordic, the customer satisfaction of HW
mobile phones is still a gap from the number one Apple. In order to realize HW's global
leading brand strategy of mobile phones, HW must surpass apple and Samsung in the
Nordic market, so as to drive sales in other overseas regions. Therefore, how to improve
the HW Nordic’s after-sales customer satisfaction will play a vital role in the progress
and developing the high-end market in Nordic For HW.
This article takes HW Nordic Company as the research object and the customer
satisfaction as the research content. First, it thoroughly combed the relevant theories of
customer satisfaction domestic and overseas, and explored the value of customer
satisfaction, behavioral characteristics, evaluation models, etc., to provide theoretical
support for constructing the model of the influencing factors of HW Nordic's after-sales
maintenance satisfaction. Secondly, using factor analysis, quarter chart model, through
questionnaire surveys, business big data analysis, etc., the current situation of customer
after-sales maintenance satisfaction of HW Nordic Company is quantitatively analyzed,
and the main existence of customer after-sales maintenance satisfaction of HW Nordic
Company is summarized. Four aspects of service timeliness, service attitude,
maintenance environment and maintenance price, etc., and further analyze the causes
of these problems: Firstly, the configuration of after-sales maintenance stores does not
match the business growth rate, and the service staffs are insufficient; Secondly, the
service attitude felt by users in the maintenance service is unfriendly, resulting in poor
maintenance experience; Thirdly, the modular design is highly integrated, resulting in
high cost of maintenance and replacement of spare parts. Finally, it is difficult for
different users to find the repair shop through different channels. With the help of the
four-part graph model, for the existing problems and causes, four satisfaction
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MBA学位论文作者：胡伟相
HWNE公司售后维修用户满意度提升研究
improvement plans, and specific measures are proposed in turn according to the
urgency of the need for improvement. Firstly, optimizing the layout of existing service
stores, and increasing after-sales maintenance stores according to the number of online
activation; Secondly, promoting the
standardization of maintenance services,
strengthening the normative empowerment training, and ensuring the consistency of
user experience; Thirdly, setting up solutions to take charge of low-cost spare parts
maintenance programs, launching more low-cost spare parts provision programs and
reducing maintenance costs; Finally, investing special funds , optimizing the disclosure
of after-sales repair shop information, and facilitating users to obtain after-sales stores
information.
This article broadens the research field of the user satisfaction, and applying the
research framework and methods of user satisfaction to the overseas market
development of leading Chinese companies. I hope it is useful to provide reference and
guidance for improving user satisfaction of HW Nordic Company, and also hope to
provide help and reference for other Chinese-funded enterprises in satisfaction
management of overseas.
Keywords: after-sales maintenance, customer satisfaction, improvement solution.
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