摘要
顾客满意度，客户对于企业提供无形服务与有形产品达到顾客的期望，满足顾
客价值。顾客满意度高低决策于顾客的忠诚度和企业可持续的发展关键因素所
在。特别之于品牌影响力和产品突出的企业而言，客户忠诚决定企业在行业竞争
力和创造力。顾客满意度越高，越激发企业的创新的能力，反之，企业的创新力
受到外部和内部因素的阻碍，降低产品竞争力。
2018年以来，国际上，特朗普政府采取关税增加方式限制家具产品出口美国。
到 2021年底，国内家具规模以上企业大约 6647家。家具行业竞争激烈，如何维
护和管理高忠诚度的顾客关系对于任何企业而言是高难度的管理。顾客满意度从
正面和侧面反射企业与客户关系的融洽性，兼容以及利益最大化比重。
本文借鉴顾客满意度指数，顾客关系管理和服务质量差距模型文献研究，如
何提升 M公司的顾客满意度中存在的顾客危机进行研究和分析，并针对性提出
相对应建设性的策略以达到顾客满意度的高忠诚度和高回报率。
首先,从研究方法上,本文通过文献研究,案例分析法阐述M公司与客户满
意度之间关于顾客期望差距，客户信息掌握准确性及有效性，表明 M公司客户
管理的理念与客户期望的差异性和矛盾性。两者之间差异性从本质上激发顾客满
意度，矛盾性揭示 M公司与顾客关系之间不可避免地文化冲突，沟通障碍等一
系列地顾客关系管理问题。
其次，通过问卷调研分析指出顾客对 M公司满意度的比重和不平衡性，高比
重顾客对于 M公司产品的品质认可和品牌效力带来直观经济利益，低比重体现
在于顾客对于 M公司传递服务信息与顾客期望不平衡性，不平衡性一方面日常
沟通方式，合同履行合格率给 M公司带来负面性评价，导致顾客抱怨频率高于
M公司限定范围。另一面揭示顾客抱怨频率未引起 M公司高层重视和改善。
最后，类比分析法研究不同客户属性的相同性和差异性，建设性提出提高顾客
满意度及维持良好顾客关系需参考不同客户的属性，指出顾客期望和价值观与文
化背景关联。揭示 M公司对于顾客期望与顾客价值等信息掌握不充分导致顾客
满意度问题，指出 M公司高层管理人员在解决顾客满意度问题及顾客关系管理
存在个人管理认知的偏差及独裁性管理风格的管理问题。
研究结论认为顾客满意度之以盈利为目的企业的重要性，顾客关系忠诚度及
持久性取决企业充分了解目标客户的实际需求，通过产品与服务质量表现企业对
顾客期望和顾客价值的通透性。
关键词:顾客满意度,服务质量,顾客期望顾客关系，顾客价值，顾客忠诚度
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ABSTRACT
Customer satisfaction is the customer expectation for the company which provides the
intangible service and tangible products to satisfy its customer value. The rate of
customer satisfaction lies in the loyalty of the customer and the company’s key factors
for sustainabledevelopment. For companieswith strongbrand recognition and
outstandingproducts, customerloyalty candeterminethe competitivenessand
creativity of the industry where such companies belong. The higher the customer
satisfaction rate, the more innovative the company is motivated to be. Conversely, the
company faces obstacles due to external and internal factors in its innovation and
lowers its product competitiveness.
Internationally, since 2018, the trump administration has taken measures to restrict the
export of furniture to the US by increasing tariffs. By the end of 2021, there existed
roughly 6647 companiesof scale in China. Maintaining and managingstrong
customer loyaltyis tough for anycompany facing sucha fiercely competitive
furnitureindustry. Customersatisfaction reflectsconsistency,compatibility and
proportion of profit maximization between the company and its customer.
On the basis of literatures on customer satisfaction index and customer relationship
management as well as service quality gap models, this article conducts an analysis of
customer crisis in approaches to improve M company’s customer satisfaction. It also
offers some constructive strategies accordingly to maintain strong customer loyalty
and high returns.
First, interms of researchmethodology, throughextensive research oncertain
literatures, this article employs case analysis to elucidate customer expectation gaps
and the accuracy and efficiency of customer information between M company and its
customersatisfaction, showcasingthe differenceandcontradiction betweenM
company’s management philosophy and itscustomer expectation. The difference
between the two sides triggers customer satisfaction in its nature, while contradiction
betweenMcompanyanditscustomerrevealsinevitableculturalconflicts,
communication barriers and a series of customer relationship management issues.
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Second,questionnaireresearch analysispointstotheproportion ofcustomer
satisfaction towards M company and its imbalance. High proportion brings sizable
economic benefits in M company’s product quality acceptance and brand recognition,
while low proportion liesin the M company’s messagedelivery service to the
customer and the imbalance of customer expectation. On the one hand, imbalance in
the daily communication methods and contract fulfillment rates can bring negative
review of M company, resulting in customer complaint frequency higher than the
limit set by the company; on the other hand, it demonstrates that customer complaint
frequency is unable to attract the attention of the higher-level managerial staff to get
improvement.
Finally, analogical analysis method is used to study the similarity and difference
between different customer attributes. It also constructively proposes that improving
customer satisfaction and maintaining good customer relationship needs taking into
account the different attributes of customers, therefore highlighting the correlation
between customer expectation and customer values and cultural background. The
articlealso revealsthatMcompany hascustomersatisfaction issuesdueto
insufficient command of information relating to customer expectation and customer
value. It also points out management issues M company’s higher-level managerial
staff hasin resolving customersatisfaction problems andcustomer relationship
management,suchascognitive biasinpersonalmanagementanddictatorial
management style.
The analysis concludes that customer satisfaction isimportant to a profit-driven
company, and that the sustainability of customer loyalty in customer relationship
depends upon the company’s knowledge of the actual needs of its target customer,
providing transparency incustomer expectation and customer valuethrough the
quality of products and services that the company offers.
Key words： customer satisfaction, service quality, customer expectation, customer
relationship, customer value, customer loyalty
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