M公司提高顾客满意度对策研究
发布时间：2024-05-08 01:34
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...
【文章页数】：126 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
Chapter 1 Introduction
1.1 Research Background
1.1.1 Customer Expectation Change in High-End Market
1.1.2 Customer Buying Habit Change
1.2 Research Significance
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Research Objective
1.4 Research Methodology
1.4.1 Literature Review
1.4.2 Case Study
1.4.3 Questionnaire Survey
1.5 Summary
Chapter2 Literature Review
2.1 Customer Satisfaction
2.1.1 Customer Expectation
2.1.2 Perceived Quality
2.1.3 Perceived Value
2.1.4 Customer Complaints
2.1.5 Customer Loyalty
2.2 Customer Relationship Management
2.3 The Gaps model of Service-Quality
2.3.1 Gap 1:Customer Expectation and Management Perception
2.3.2 Gap2:Service Quality Specification and Management Perception
2.3.3 Gap3:Service Quality Specification and Service Delivery
2.3.4 Gap4:Service Delivery and External Communication
2.3.5 Gap5:Expected Service and Experienced Service
2.4 Relevant Researches
2.4.1 Relevant Researches of Customer Satisfaction
2.4.2 Relevant Researches of Service Quality
2.4.3 Summary
Chapter3 Case Study
3.1 Introduction of M Company’s Background
3.2 Introduction of M Company’s Marketing Management
3.2.1 Business Segmentation
3.2.2 Target Clients
3.2.3 Product
3.2.4 Brand
3.3 Company’s Customer Satisfaction Problems& Challenges
3.3.1 M Company’s Customer Satisfaction Problems
3.3.2 M Company’s Customer Satisfaction Challenges
3.3.3 Summary
Chapter 4 Analysis on Customer Satisfaction Problems & Challenges
4.1 Key Factors Affecting Customer Satisfaction
4.1.1 Customer Expectations Analysis
4.1.2 Analysis on Perceived Quality Problems
4.1.3 Customer Perceived Value Challenges
4.1.4 Customer Complaints Analysis
4.1.5 Customer Loyalty Issues
4.2 Analysis on M Company’s Gaps of Services-Quality
4.2.1 The Gap between Customer Expectation and Management Perception
4.2.2 The Gap between Management Perception and Service-Quality Specification
4.2.3 The Gap between Service-Quality Specification and Service Delivery
4.2.4 The Gap between Service Delivery and External Communication
4.2.5 The Gap between Perceived Service and Expected Service
4.3 Summary
Chapter5 Suggestions and Solutions
5.1 Suggestions for Increasing Customer Satisfaction
5.1.1 Suggestions for Improving Customer Expectation
5.1.2 Suggestions for Innovating of Service Quality
5.1.3 Suggestions for Increasing Customer Value
5.1.4 Suggestions for Decreasing Customer Complaints
5.1.5 Suggestions for Increasing Customer Loyalty
5.2 Solutions for Service Quality Gaps
5.2.1 Solutions for Minimizing Customer Expectation and Management Perception
5.2.2 Solutions for Shortening the Gaps between Management Perception and Service-Quality Specification
5.2.3 Solutions for Strengthening Service-Quality Specification and Service Delivery
5.2.4 Solutions for Improving Service Delivery and External Communication
5.2.5 Solutions for Enriching Perceived Service and Expected Service
Chapter6 Conclusions and Future Studies
6.1 Conclusions
6.2 Limitations
6.3 Future Studies
References
ACKNOWLEDGEMENTS
APPENDIX
Appendix1:M Company Customer Service Performance
Appendix2:M Company Customer Expectation Improvement Versus Advantage Versus Feasibility
Appendix3:M Company Project Management Suggestion
Questionnaires
本文编号：3967294
【文章页数】：126 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
Chapter 1 Introduction
1.1 Research Background
1.1.1 Customer Expectation Change in High-End Market
1.1.2 Customer Buying Habit Change
1.2 Research Significance
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Research Objective
1.4 Research Methodology
1.4.1 Literature Review
1.4.2 Case Study
1.4.3 Questionnaire Survey
1.5 Summary
Chapter2 Literature Review
2.1 Customer Satisfaction
2.1.1 Customer Expectation
2.1.2 Perceived Quality
2.1.3 Perceived Value
2.1.4 Customer Complaints
2.1.5 Customer Loyalty
2.2 Customer Relationship Management
2.3 The Gaps model of Service-Quality
2.3.1 Gap 1:Customer Expectation and Management Perception
2.3.2 Gap2:Service Quality Specification and Management Perception
2.3.3 Gap3:Service Quality Specification and Service Delivery
2.3.4 Gap4:Service Delivery and External Communication
2.3.5 Gap5:Expected Service and Experienced Service
2.4 Relevant Researches
2.4.1 Relevant Researches of Customer Satisfaction
2.4.2 Relevant Researches of Service Quality
2.4.3 Summary
Chapter3 Case Study
3.1 Introduction of M Company’s Background
3.2 Introduction of M Company’s Marketing Management
3.2.1 Business Segmentation
3.2.2 Target Clients
3.2.3 Product
3.2.4 Brand
3.3 Company’s Customer Satisfaction Problems& Challenges
3.3.1 M Company’s Customer Satisfaction Problems
3.3.2 M Company’s Customer Satisfaction Challenges
3.3.3 Summary
Chapter 4 Analysis on Customer Satisfaction Problems & Challenges
4.1 Key Factors Affecting Customer Satisfaction
4.1.1 Customer Expectations Analysis
4.1.2 Analysis on Perceived Quality Problems
4.1.3 Customer Perceived Value Challenges
4.1.4 Customer Complaints Analysis
4.1.5 Customer Loyalty Issues
4.2 Analysis on M Company’s Gaps of Services-Quality
4.2.1 The Gap between Customer Expectation and Management Perception
4.2.2 The Gap between Management Perception and Service-Quality Specification
4.2.3 The Gap between Service-Quality Specification and Service Delivery
4.2.4 The Gap between Service Delivery and External Communication
4.2.5 The Gap between Perceived Service and Expected Service
4.3 Summary
Chapter5 Suggestions and Solutions
5.1 Suggestions for Increasing Customer Satisfaction
5.1.1 Suggestions for Improving Customer Expectation
5.1.2 Suggestions for Innovating of Service Quality
5.1.3 Suggestions for Increasing Customer Value
5.1.4 Suggestions for Decreasing Customer Complaints
5.1.5 Suggestions for Increasing Customer Loyalty
5.2 Solutions for Service Quality Gaps
5.2.1 Solutions for Minimizing Customer Expectation and Management Perception
5.2.2 Solutions for Shortening the Gaps between Management Perception and Service-Quality Specification
5.2.3 Solutions for Strengthening Service-Quality Specification and Service Delivery
5.2.4 Solutions for Improving Service Delivery and External Communication
5.2.5 Solutions for Enriching Perceived Service and Expected Service
Chapter6 Conclusions and Future Studies
6.1 Conclusions
6.2 Limitations
6.3 Future Studies
References
ACKNOWLEDGEMENTS
APPENDIX
Appendix1:M Company Customer Service Performance
Appendix2:M Company Customer Expectation Improvement Versus Advantage Versus Feasibility
Appendix3:M Company Project Management Suggestion
Questionnaires
本文编号：3967294
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