单次多阶段服务下顾客累积满意度动态变化的测量模型

发布时间：2018-01-03 19:40

本文关键词：单次多阶段服务下顾客累积满意度动态变化的测量模型　出处：《管理工程学报》2017年04期 　论文类型：期刊论文

【摘要】：为了反映单次服务中顾客的实际心理变化,顾客满意度的测量应当充分考虑顾客的需求权重以及双重期望的动态变化。首先,将单次服务按流程拆分,揭示顾客满意度在不同阶段的变化规律。然后,通过质量功能展开将顾客需求映射为不同服务特性并确定对应权重,从而反映出顾客需求对满意度的影响。随后,考虑顾客的双重期望,建立分段函数讨论顾客感知参照不同期望值对顾客满意度的影响,进而构建结合顾客需求和双重期望、反映顾客累积满意度动态变化的测量模型。最后,将模型应用于B2C电子商务,优化得到最佳的资源配置方案。结果表明,基于当前的B2C电子商务服务流程,改善物流环节的服务质量对提升顾客满意度有显著作用。同时,在资源有限的环境下,企业可以运用服务补救悖论在顾客需求分散的环节制造轻微的失误,而在顾客需求集中的环节进行高质量的补救,从而大幅提升顾客的整体满意度。
[Abstract]:In order to reflect the actual psychological changes of customers in a single service, the measurement of customer satisfaction should take full account of the weight of customer demand and the dynamic change of double expectations. Firstly, the single service is separated according to the process. Then, the customer demand is mapped to different service characteristics and the corresponding weights are determined through the expansion of quality function to reveal the changing law of customer satisfaction in different stages. This reflects the impact of customer demand on satisfaction. Then, considering the double expectations of customers, a piecewise function is established to discuss the impact of different expectations of customer perception on customer satisfaction. Furthermore, a measurement model is built to reflect the dynamic change of customer satisfaction based on customer demand and double expectation. Finally, the model is applied to B2C e-commerce. The results show that, based on the current B2C e-commerce service process, improving the quality of service in the logistics sector plays a significant role in improving customer satisfaction. In the environment of limited resources, enterprises can use the paradox of service remediation to make slight mistakes in the links where customer demand is scattered, and to make high-quality remedies in the links where customer demand is concentrated. Thus greatly improve the overall customer satisfaction.
【作者单位】：华南理工大学经济与贸易学院;
【基金】：国家自然科学基金重大资助项目(71090403、71090400);国家自然科学基金资助项目(71420107024) 广州市哲学社会科学规划课题(x2jm N5140240) 中央高校基本科研业务费项目(2014HQPY04)
【分类号】：F274
【正文快照】： 0引言随着服务业的迅猛增长,服务经济在全球经济中的主导性日益增强。在日常生活中,消费者需要接触各种类型的服务,如电信、金融、电子商务等。对于提供这些服务的企业而言,顾客满意度是评价服务绩效的一个重要测量指标[1]。由于服务具有流程性[2],如电子商务服务包括了一定时

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