办公家具行业销售服务顾客满意度研究

发布时间：2018-04-21 17:15

本文选题：办公家具 + 销售服务　；参考：《南京林业大学》2013年硕士论文

【摘要】：近几年，众多国际知名品牌和东南亚国家的办公家具商开始争抢中国市场，市场竞争加剧，办公家具企业数量迅速增加，伴随着顾客对办公家具企业服务质量要求的日益提高，中国办公家具行业的市场压力不断加大，企业迫切需要一种有效的方法来赢得更大的竞争优势。目前，全球的商业环境正在进入一个以“顾客满意"为中心的经营时代，企业能否使顾客在消费过程中获得满意，是企业将自己生产的产品和服务转化为收入和利润，在竞争中取得比较竞争优势的关键。本研究以凡是产生购买或者参与购买办公家具的人群为主要研究对象，探讨办公家具企业的销售服务品质和顾客满意度，并进一步探讨二者间的关联性，期望能给企业的管理者提供可参考的意见与建议。本文通过数据分析得出以下结论：（1）就整体而言，顾客对办公家具企业销售服务品质的期望和实际认知间有显著差异；（2）顾客对办公家具企业销售服务品质以下四项服务属性的重视度远高于实际满意度，，管理者应迅速反应，加大投入，有效改善：“拥有产品丰富、陈列精美的展示大厅，且交通方便”、“即时供货、迅速安装，不出现拖延工期的情况”、“售后维修、补货能够迅速反应，且效率高、态度好”、“主动了解顾客使用情况，关注后续售后服务”。（3）顾客人口统计变量中除了性别对服务品质的有形性、可靠性、反应性、保障性、关怀性五个品质构面无显著差异外，年龄、教育程度、所属部门和年收入均对不同的服务品质构面有显著差异。（4）顾客人口统计变量中除了性别、年龄外，教育程度、所属部门和年收入对顾客整体满意度有显著差异。（5）依据相关性分析结果显示，服务品质的有形性、可靠性、反应性、保障性、关怀性五个品质构面的满意程度均与整体满意度呈显著相关，表示它们对整体顾客满意度都是正影响关系。顾客满意是企业战胜竞争对手的最好手段，是企业取得长期成功的必要条件，提供顾客满意的销售服务是办公家具企业工作重点。结合市场调研的数据分析结果，本文对办公家具企业的管理者提出以下建议以提高办公家具企业的销售服务品质及顾客满意度：1）加强主动服务意识；2）加强时间观念；3）加强工时效率；4）加强品质保证；5）加强有形展示效果；6）加强内部团队力量；7）加强“顾客满意”企业文化；8）加强微笑服务与顾客投诉处理。
[Abstract]:In recent years, many well-known international brands and office furniture vendors in Southeast Asian countries have begun to compete for the Chinese market. The market competition has intensified, and the number of office furniture enterprises has increased rapidly, with the increasing demands of customers on the service quality of office furniture enterprises. Chinese office furniture industry is under increasing market pressure, enterprises urgently need an effective method to win a greater competitive advantage. At present, the global business environment is entering a "customer satisfaction" as the center of the business era, whether the enterprise can make customers satisfied in the process of consumption, is that the enterprise will produce their own products and services into income and profits. The key to a comparative competitive advantage in competition. This study takes the people who buy or participate in the purchase of office furniture as the main research object, discusses the sales service quality and customer satisfaction of the office furniture enterprises, and further discusses the relationship between the two. It is expected to provide the management of the enterprise with the advice and suggestions for reference. This paper draws the following conclusions through data analysis: 1) on the whole, there are significant differences between customers' expectation of sales service quality of office furniture enterprises and actual cognition; Customers attach much more importance to the following four service attributes of sales service quality of office furniture enterprises than their actual satisfaction. Managers should react quickly, increase their input and improve effectively: "having a showroom with rich products and exquisite display," And convenient transportation "," the instant supply, the prompt installation, does not appear to delay the time limit situation "," after sale maintenance, the replenishment can react quickly, and the efficiency is high, the attitude is good "," "the initiative understands the customer use situation, pays close attention to the follow-up after-sales service." (3) in the demographic variables of customer, there is no significant difference in the quality of service among the five factors: materiality, reliability, reactivity, indemnity and solicitude, age, educational level, etc. There are significant differences in quality of service between departments and annual income. In addition to gender, age, education level, department and annual income, there are significant differences in customer satisfaction. 5) according to the results of correlation analysis, the results showed that the satisfaction degree of the five quality facets of service quality were significantly related to the overall satisfaction degree, such as: tangible, reliable, reactive, supportability and solicitude. Indicates that their overall customer satisfaction is a positive relationship. Customer satisfaction is the best means for an enterprise to defeat its competitors and is a necessary condition for its long-term success. It is the focus of office furniture enterprise to provide customer satisfied sales service. Combined with the data analysis results of market research, This paper puts forward the following suggestions to the managers of the office furniture enterprises to improve the sales service quality and customer satisfaction of the office furniture enterprises (1) to strengthen the sense of active service (2) to strengthen the concept of time (3) to strengthen the man-hour efficiency and 4) to strengthen the quality assurance. 5) strengthen the visible display effect 6) strengthen the internal team strength 7) strengthen the "customer satisfaction" corporate culture 8) strengthen the smile service and customer complaint processing.
【学位授予单位】：南京林业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.88

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