CP公司顾客满意度提升对策研究

发布时间：2018-06-25 22:17

本文选题：CP公司 + 顾客满意度　；参考：《山东大学》2013年硕士论文

【摘要】：随着中国经济的几十年来的迅猛发展,世界制造业的中心毫无质疑的转移到了中国。这给中国带来了更多的发展机会,同时也带来了更大的挑战。经过几十年的发展显示,企业的发展不仅要有以产品为中心,还要逐步的向以客户为中心转变。从种种例子可以看出,核心能力培育与运用的结果不仅能奠定企业的长期成功,还是建立与维持顾客关系能力的结果。在学术界有研究表明,在每一个细分的领域中,提高产品的市场占有率的一个重要途径是提高顾客的满意度。面对众多的企业,如何能够长期成功,并在各自的行业里立于不败之地,是每个企业要考虑的问题。所以在21世纪,探讨在制造行业如何提高顾客满意度的研究就显得非常必要的。本研究基于CP公司为研究对象,对如何提高顾客满意度进行了研究。本文采用的方法是理论研究和实证分析相结合的方法。首先阐述了研究问题的背景,并通过大量的文献阅读和资料收集,系统的概括了国内外顾客满意度的理论,以及影响顾客满意度的三大因素。总结概况了目前国内外学术界比较常用的四个顾客满意度测评模型以及提出的提升顾客满意度策略。接着以CP公司为研究对象,在理论的基础上确定了测量CP公司顾客满意度的模型即采用ACSI模型和调查方法。然后通过发放调查表、回收调查表和统计数据,得出了CP公司顾客满意度分值,同时总结了顾客不满意的问题点,并进行了原因分析。最后根据前面的分析,从提高顾客满意度策略的理论出发提出了提升CP公司顾客满意度的四个方法以及提升策略的保障措施。本文研究的重点有两个方面：一是借助目前学术界的顾客满意度的相关理论知识,包括借助顾客满意度分析工具,并结合CP公司的具体情况,刨析了CP公司顾客满意度方面所存在的问题。二是本文通过问卷调查、实地拜访等途径获得第一手的顾客反馈资料,从而制定出了CP公司切实可行的提高顾客满意度策略以及保障实施。
[Abstract]:With the rapid development of China's economy for decades, the center of the world's manufacturing industry has unquestionably shifted to China. This brings more development opportunities and challenges to China. After decades of development, the development of enterprises should not only be product-centric, but also gradually change to customer-centered. It can be seen from various examples that the result of cultivation and application of core competence can not only establish the long-term success of the enterprise, but also establish and maintain the customer relationship ability. Research in academic circles shows that in every subdivision, one of the most important ways to increase the market share of products is to improve customer satisfaction. In the face of many enterprises, how to succeed in the long-term, and in their respective industries in an invincible position, is a problem to be considered by each enterprise. Therefore, in the 21 st century, it is necessary to study how to improve customer satisfaction in manufacturing industry. Based on CP Company, this paper studies how to improve customer satisfaction. The method used in this paper is the combination of theoretical research and empirical analysis. Firstly, the background of the research is expounded, and through a large amount of literature reading and data collection, the theory of customer satisfaction at home and abroad and the three factors affecting customer satisfaction are systematically summarized. This paper summarizes the four models of customer satisfaction evaluation and the strategies to improve customer satisfaction which are commonly used in academic circles at home and abroad. Then, taking CP Company as the research object, the model of measuring the customer satisfaction of CP Company is determined on the basis of theory, that is, the ACSI model and the investigation method are adopted. Then, by issuing questionnaires, collecting questionnaires and statistics, the customer satisfaction score of CP Company is obtained, and the problem points of customer dissatisfaction are summarized, and the reasons are analyzed. Finally, according to the previous analysis, from the theory of improving customer satisfaction strategy, this paper puts forward four methods to improve the customer satisfaction of CP company and the safeguard measures of the promotion strategy. This paper focuses on two aspects: first, with the relevant theoretical knowledge of customer satisfaction in academic circles, including with the help of customer satisfaction analysis tools, and combined with the specific situation of CP company, The problems in customer satisfaction of CP Company are analyzed. Second, this paper obtains the first-hand customer feedback information through questionnaire investigation and field visit, and then formulates the feasible strategies to improve customer satisfaction and guarantee implementation of CP Company.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.6

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