烟草商业企业顾客满意度综合评价研究

发布时间：2018-03-05 15:45

本文选题：烟草商业企业　切入点：顾客满意度　出处：《贵州财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：长期以来，由于中国烟草行业一直处于专卖专营体制保护下，烟叶的种植与卷烟的供应、销售处于国家计划指标范围内，实质上带有浓厚的计划经济特征，以致烟草企业的市场竞争意识与顾客服务意识比较薄弱；但随着中国市场的对外开放，国外的烟草企业对国内市场虎视眈眈，中国烟草行业面临着从所未有的市场竞争压力。因此，我国烟草行业要想抓住机会发展自我、站稳脚步，切实提升自身竞争软实力，就必须重新审视自我、剖析市场、解读顾客需求，以市场为导向、以服务顾客为宗旨，转变服务观念、梳理服务内容、优化服务流程，全面提升顾客满意度与顾客忠诚。所以，系统的界定烟草行业顾客类别，了解顾客需求、明确顾客的满意度现状、开展顾客满意度测评进而有针对性的改善服务、赢得顾客忠诚，，已经成为了烟草行业亟待解决的问题。本文从烟草商业企业顾客满意度测评的必要性和重要性出发，首先，在美国顾客满意度指数模型ACSI与中国顾客满意度指数模型CCSI的综合指导下，结合烟草行业实际情况、充分咨询了有关专家及服务对象的意见及建议，构建了烟草商业企业五类客户的顾客满意度测评指标体系，包括卷烟零售户、烟农、工业企业、消费者及内部员工。其次，对比了几种顾客满意度测评方法的优劣势，在对烟草行业顾客满意度测评的应用还不成熟的基础上，确定了应用模糊综合评价方法来评价各类顾客的满意度；并对模糊综合评价方法的一般应用做了详细介绍，将其引入到烟草行业，总结了烟草商业企业顾客满意度模糊综合评价方法评价的一般过程。然后，在前面顾客满意度指标体系构建的基础上，根据不同层级指标的特征应用不同赋权方法确定权重，如对于一、二级非直接测评指标，采用德尔菲法与层次分析法综合确定权重，对于直接与顾客接触的末级指标采用顾客赋权法确定指标的权重，以保证权重确定的科学合理性；再次，以安顺烟草公司为例进行实证研究，对应顾客满意度指标体系的末级指标设计问卷问题，确定了以李克特量表的方法来量化指标；并采用模糊综合评价法评价各类顾客的满意程度。最后，对各类顾客的满意度评价进行分析，找出影响其满意程度的主要因素，分别有针对性的提出提升满意度的改进对策及建议。本文在科学的顾客满意度指数模型的指导下，全面的构建了烟草商业企业顾客满意度指标体系，并应用成熟的理论及测评模型对顾客满意度进行了评价，进而为烟草公司完善服务，做出决策提供了理论支撑，从而全面提高顾客满意度与忠诚度；对顾客满意度理论的实际应用与烟草行业的未来发展有积极的意义。
[Abstract]:For a long time, because the tobacco industry in China has always been under the protection of the monopoly system, the planting of tobacco leaves and the supply of cigarettes are within the scope of the national plan, and in essence they are characterized by a strong planned economy. As a result, the market competition awareness and customer service awareness of tobacco enterprises are relatively weak; however, with the opening up of the Chinese market, foreign tobacco enterprises are eyeing the domestic market covetously. China's tobacco industry is facing unprecedented market competition pressure. Therefore, if China's tobacco industry wants to seize the opportunity to develop itself, stand firm steps and effectively enhance its own competitive soft power, it must re-examine itself and analyze the market. Interpreting customer demand, market oriented, serving customer as the purpose, changing service concept, combing service content, optimizing service flow, promoting customer satisfaction and customer loyalty in an all-round way. It has become an urgent problem for tobacco industry to understand customer demand, make clear the current situation of customer satisfaction, carry out customer satisfaction evaluation, and then improve service and win customer loyalty. This paper starts from the necessity and importance of customer satisfaction evaluation in tobacco commercial enterprises. Firstly, under the guidance of American customer satisfaction index model (ACSI) and Chinese customer satisfaction index model (CCSI), it combines the actual situation of tobacco industry. The author has fully consulted the opinions and suggestions of relevant experts and clients, and constructed the customer satisfaction evaluation index system of five types of customers in tobacco commercial enterprises, including cigarette retailers, tobacco farmers, industrial enterprises, consumers and internal employees. The advantages and disadvantages of several evaluation methods of customer satisfaction are compared. On the basis of the immature application of customer satisfaction evaluation in tobacco industry, the fuzzy comprehensive evaluation method is used to evaluate the satisfaction of all kinds of customers. The general application of fuzzy comprehensive evaluation method is introduced in detail, introduced to tobacco industry, and the general process of fuzzy comprehensive evaluation method for customer satisfaction of tobacco commercial enterprises is summarized. On the basis of constructing the index system of customer satisfaction in front, different weighting methods are applied to determine the weight according to the characteristics of different levels of indicators. For the first, secondary indirect evaluation index, the Delphi method and AHP are used to determine the weight synthetically. In order to ensure the scientific rationality of the weight determination, the final index directly contact with customers is determined by customer weighting method. Thirdly, taking Anshun Tobacco Company as an example, the empirical study is carried out. According to the final index design questionnaire of customer satisfaction index system, the method of Likert scale is used to quantify the index, and the fuzzy comprehensive evaluation method is used to evaluate the satisfaction degree of all kinds of customers. Finally, This paper analyzes the evaluation of customer satisfaction, finds out the main factors that affect the degree of satisfaction, and puts forward corresponding countermeasures and suggestions to improve the satisfaction. Under the guidance of scientific customer satisfaction index model, this paper constructs a comprehensive customer satisfaction index system of tobacco commercial enterprises, and applies mature theory and evaluation model to evaluate customer satisfaction. Thus, it provides theoretical support for tobacco companies to improve service and make decisions, so as to improve customer satisfaction and loyalty, and has positive significance for the practical application of customer satisfaction theory and the future development of tobacco industry.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89

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