B企业广州分公司的顾客满意度测评研究

发布时间：2018-10-16 12:26

【摘要】：市场竞争日趋激烈,顾客成为了企业争夺的重要对象；以顾客为导向,向顾客提供优质的产品与服务,以此追求顾客满意和顾客忠诚成为了企业竞争的核心。在此过程中,顾客满意度的测评与管理逐渐发展成为企业的一项重要工作。本文首先介绍了顾客满意度测评的国内外现状,以及比较分析了众多广泛使用的顾客满意度测评模型方法的优缺点,发现这些模型方法通通都绕不过前期的顾客满意度调查；然而传统的顾客满意度调查总是存在主观性强、误差大、准确率低、费时费力等缺点,企业急需的却是客观公正、准确性高、操作简便的调查测评方法。所以本文应用了新兴的情感分析法加VIKOR多属性决策模型作为测评方法对B企业广州分公司的顾客满意度进行测评研究。情感分析法从顾客的主观评论中抽取其对B企业广州分公司的顾客满意度的意见,通过特征词和情感词语的提取、特征词词典和情感词语词典的汇编、情感词语的极性评分、顾客意见关键词向量的构建等一系列方法和步骤的计算和分析,将顾客的主观意见转化为了客观的数量表达。紧接着,VIKOR多属性决策模型通过对属性特征的权重计算和满意度的衡量,经过最大属性值、最小属性值、群体效益、个别遗憾、妥协解等一系列指标的计算和求解,以及通过判断准则的比较与分析,最大化听取了顾客的群体意见,忽略了个别顾客的遗憾,求得B企业广州分公司的顾客满意度水平的最终结论：中山地区和佛山地区是B企业广州分公司顾客满意度较高的地区城市。最后,本文从属性特征的角度出发比较分析了B企业广州分公司各个销售地区的顾客满意度水平,指出B企业若想提高企业的顾客满意度,需要重点关注产品与服务这两项属性特征,注意品牌形象的维护,以及加强物流、财务等后勤服务。本文还对新兴的情感分析法所存在的问题和局限性做出了分析和讨论,展望情感分析法和VIKOR多属性决策模型能在日后广泛便捷地应用在各行各业的顾客满意度测评研究当中。
[Abstract]:The market competition is becoming more and more intense, the customer becomes the important object of the enterprise competition, taking the customer as the direction, providing the high quality product and service to the customer, in order to pursue the customer satisfaction and the customer loyalty has become the core of the enterprise competition. In this process, the evaluation and management of customer satisfaction has gradually become an important work for enterprises. This paper first introduces the current situation of customer satisfaction measurement at home and abroad, and compares and analyzes the advantages and disadvantages of many widely used customer satisfaction evaluation models. However, the traditional customer satisfaction survey always has some shortcomings, such as strong subjectivity, big error, low accuracy, time-consuming and laborious, etc. What enterprises urgently need is an objective, fair, accurate and simple method of investigation and evaluation. So this paper uses the new emotion analysis method and VIKOR multi-attribute decision model as the evaluation method to evaluate the customer satisfaction of Guangzhou Branch of B Enterprise. The emotion analysis method extracts its opinion on customer satisfaction of Guangzhou Branch of Enterprise B from the customer's subjective comments, through the extraction of feature words and emotional words, the compilation of feature words dictionary and affective lexicon, and the polarity score of emotional words. The calculation and analysis of a series of methods and steps, such as the construction of customer opinion keyword vector, transforms the customer's subjective opinion into an objective quantitative expression. Then, the VIKOR multi-attribute decision-making model calculates and solves a series of indexes, such as maximum attribute value, minimum attribute value, group benefit, individual regret, compromise solution and so on. And through the comparison and analysis of the judgment criteria, it maximizes the listening to the group opinion of the customer and neglects the regret of the individual customer. The final conclusion of the customer satisfaction level of Guangzhou Branch of Enterprise B is that Zhongshan and Foshan are the cities with high customer satisfaction in Guangzhou Branch of Enterprise B. Finally, this paper compares and analyzes the customer satisfaction level of each sales area of Guangzhou Branch of Enterprise B from the point of view of attribute characteristics, and points out that if B enterprise wants to improve the customer satisfaction of enterprise, Attention should be paid to the characteristics of product and service, to the maintenance of brand image, and to the logistics, finance and other logistics services. This paper also makes an analysis and discussion on the problems and limitations of the emerging affective analysis method, and looks forward to the prospect that the affective analysis method and the VIKOR multi-attribute decision model can be widely and conveniently applied in the research of customer satisfaction evaluation in various industries in the future.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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