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分类号：G250.76
专硕士学位论文
硕
论
（专业学位）
文
题
目
B
W
H
公
司BWH公司食品产品客户满意度提升策略研究
食
品
产
品
客
户
满
意
度
提
升
策
略
研张汉波
究学作者姓名：
号学号：2009851939
2
0
0
9
8所在学院：管理学院
5
1
9
3
9
姓类别(领域)：工商管理
名张
张炜副教授
汉指导教师：
波指
答辩日期：2023年6月11日
导
教
师张
炜副
教
授西安建筑科技大学专业学位硕士论文
BWH公司食品产品客户满意度提升策略研究
专业：工商管理
硕士生：张汉波
指导教师：张炜副教授
摘要
BWH公司是一家专业从事食品精加工企业。近年来，该企业产品面临口碑
下滑、顾客投诉、退换货增多等问题，消费者满意度下降严重娑哉庵智榭觯?
BWH公司积极应对，计划对消费者进行满意度调查，了解消费者对当前BWH
产品的不满意地方，并采取相应的改进方案。
本文通过梳理国内外相关研究成果，基于客户满意度理论以及相关测评膒?
等进行满意度分析，以BWH公司作为研究对象，重点研究企业的企业产业现状
部分基本概况，总结当前面临的各项问题婧筇岢瞿p图偕瑁⒀≡裣嘤Φ穆?
意度指标。归纳收集其他学者的研究成果，并在此基础上以中国客户满意度指数
膒停–CSI）与SERVQUAL膒拖嘟岷希菇ǔ鯞WH公司客户满意度评价模
型ü捎猛绲餮幸约笆档氐餮械榷嘀址椒ǎ私夤丝偷恼媸迪敕ㄓ胩逖椋?
采用SPSS软件对数据进行统计学分析，采用的方法包括样本描述性统计、因子
分析以及信度效度分析等多种类型，并得出研究结果，发现当前BWH产品受到
消费者重视且问题突出的地方包括：品牌知名度低且没有特色、产品包装陈旧亟
待更新、网店运营及物流建设不足。基于这些问题，BWH公司制定了提升客户
满意度的方案，包括：提升产品知名度同时打造产品特色、设计产品新包装改善
品牌关系、优化网络推广、提升物流效率。
关键词：BWH公司；客户满意度；因子分析法西安建筑科技大学专业学位硕士论文
Research on Customer Satisfaction Improvement of BWH
Companys Food Products
Specialty:Business Administration
Author:Zhang Hanbo
Supervisor:Associate professor Zhang Wei
ABSTRACT
BWHCompany is a professional enterprise engaged in food precision processing.
In recent years,the companys products have faced problems such as declining
reputation,customer complaints,and an increase in returns and exchanges,resulting
in a serious decline in consumer satisfaction.In the face of this situation,BWH
company actively responds and plans to conduct a satisfaction survey on consumers,
understand their dissatisfaction with the current BWHproducts,and take
corresponding improvement plans.
This article conducts a satisfaction analysis based on customer satisfaction theory
and relevant evaluation models by reviewing relevant research results at home and
abroad.BWHCompany is selected as the research object,focusing on the basic
overview of the enterprises industrial status and summarizing the various problems
currently faced.Subsequently,model assumptions were proposed and corresponding
satisfaction indicators were selected.Summarize and collect the research results of
other scholars,and on this basis,combine the China Customer Satisfaction Index
(CCSI)model with the SERVQUALmodel to construct a customer satisfaction
evaluation model for BWHCompany.By using various methods such as online
research and field research to understand customersreal thoughts and experiences,
SPSSsoftware was used to conduct statistical analysis of the data.The methods used
included sample descriptive statistics,factor analysis,and reliability and validity
analysis.The research results were obtained,and it was found that the current BWH
products are valued by consumers and have prominent problems,including low brand
awareness and lack of characteristics The product packaging is outdated and urgently
needs to be updated,and the operation of online stores and logistics construction are 西安建筑科技大学专业学位硕士论文
insufficient.Based on these issues,BWHcompany has developed a plan to improve
customer satisfaction,including:enhancing product awareness while creating product
features,designing new packaging to improve brand relationships,optimizing
network promotion,and improving logistics efficiency.
Keywords:BWHCompany;Customer satisfaction ;Factor analysis 西安建筑科技大学专业学位硕士论文
目录
1绪论...............................................................................................................................1
1.1选题背景..............................................................................................................1
1.1.1现实背景......................................................................................................1
1.1.2理论背景......................................................................................................1
1.1.3研究意义......................................................................................................2
1.2国内外研究现状..................................................................................................2
1.2.1客户满意度指数膒脱芯?..........................................................................2
1.2.2客户满意度影响因素研究..........................................................................3
1.2.3客户满意度改善研究..................................................................................4
1.2.4研究评述.......................................................................................................4
1.3研究方案..............................................................................................................5
1.3.1研究内容......................................................................................................5
1.3.2研究方法......................................................................................................6
1.3.3技术路线......................................................................................................7
2理论基础.......................................................................................................................9
2.1满意度概念及理论..............................................................................................9
2.1.1客户满意度的概念......................................................................................9
2.1.2客户满意度的理论....................................................................................10
2.2满意度评价膒?...............................................................................................10
2.2.1客户满意度指数膒?...............................................................................10
2.2.2IPA分析法..................................................................................................11
3BWH公司食品产品满意度影响因素分析与评价...................................................12
3.1BWH公司现状...................................................................................................12
3.1.1企业简介.....................................................................................................12
3.1.2产品业务简介.............................................................................................13
3.1.3BWH公司经营现状...................................................................................14
3.2BWH公司客户满意度影响因素分析...............................................................16
3.3BWH公司客户满意度评价指标体系构建.......................................................18
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