天津市格力空调安装服务顾客满意度实证研究

发布时间：2018-03-02 13:14

本文选题：顾客满意战略　切入点：顾客满意度模型　出处：《天津财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着空调产业的发展与创新,空调不断更新换代,其逐渐变成现代建筑的重要组成部分,我国不仅成为一个空调生产制造大国,并且成为全球空调器制造基地,产销量居世界首位,空调行业已经由普及需求占据主导的发展模式到更新需求的发展模式,市场竞争更加激烈。可是一些知名的空调品牌如格力空调关注的重点主要放在空调产品的研发、原材料、质量、销售等上游部分,而对空调的安装服务、售后服务等直接面向终端消费者的下游部分的关注不够,致使格力家用空调空调安装服务方面存在很多问题。因此,空调厂商有必要实行顾客满意改进战略。本文首先整理分析了国内外顾客满意相关理论和各种典型的顾客满意度模型理论；其次,根据美国顾客满意度指数和格力家用空调安装行业的特征,构建出格力家用空调安装服务顾客满意度测评模型,提出相应的关系假设；再次,采用问卷调查的形式,对天津市地区使用格力家用空调安装服务的顾客进行抽样调查,运用SPSS统计分析软件,对数据进行描述性统计分析、简单相关分析及方差分析,验证原假设模型和模型中各结构变量之间的相关性。本文最后通过以上的实证分析结果,总结出格力空调安装服务顾客满意度的主要特点及影响因素,据此提出改进格力家用空调服务顾客满意度的建议,并指出本次分析存在的不足之处和未来的研究方向。
[Abstract]:With the development and innovation of air conditioning industry, air conditioning has been continuously updated and become an important part of modern architecture. China has become not only a large air conditioning production and manufacturing country, but also a global air conditioner manufacturing base. Production and sales occupy the first place in the world. The air conditioning industry has changed from a development model dominated by universal demand to a development mode of updating demand. The market competition is more intense. However, some well-known air conditioning brands, such as Gree Air conditioning, focus mainly on the upstream parts of air conditioning products, such as research and development, raw materials, quality, sales, etc., and the installation services for air conditioners. The after-sales service and other downstream parts directly facing the end consumers are not concerned enough, so there are many problems in the installation service of Gree household air conditioning system. It is necessary for air conditioner manufacturers to implement customer satisfaction improvement strategy. Firstly, this paper analyzes the relevant theories of customer satisfaction at home and abroad and various typical customer satisfaction model theories. According to the American customer satisfaction index and the characteristics of Gree domestic air conditioning installation industry, a Gree household air conditioning installation service customer satisfaction evaluation model is constructed, and the corresponding relationship hypothesis is put forward. Thirdly, a questionnaire survey is used. Sample investigation was carried out on customers using Gree household air conditioning installation service in Tianjin area, and descriptive statistical analysis, simple correlation analysis and variance analysis were carried out using SPSS statistical analysis software. Finally, through the above empirical analysis results, the main characteristics and influencing factors of Gree air conditioning installation service customer satisfaction are summarized. Based on this, the author puts forward some suggestions to improve the customer satisfaction of Gree household air conditioning service, and points out the shortcomings of this analysis and the research direction in the future.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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