上海旺杰公司客户抱怨管理研究

发布时间：2018-04-09 10:31

本文选题：旺杰公司　切入点：顾客抱怨　出处：《兰州大学》2015年硕士论文

【摘要】：随着科学技术的进步、生产效率的提高和人们消费意识的觉醒,全球经济陆续进入服务经济时代。企业认识到之前靠增加客户数量来实现利润增长的营销模式,越来越难以实现。客户数量终归有限,只有同客户保持粘性,实现老客户的持续购买才能保证企业长久发展。客户被企业当作一种稀缺资源高度重视,成为了企业最为宝贵的资产。在争夺客户维系客户的竞争中,技术质量和价格取胜的战略被认为难以保持长久的竞争优势,只有以顾客为中心,靠优质的服务打动和留住客户才被认为是企业长期保持竞争优势的源泉。因此以客户满意为主要研究方向的服务营销理论、关系营销理论应运而生。同时由于服务失误的不可避免,因此就带来了服务客户的过程中出现客户不满、客户抱怨的现象不可避免。出现客户抱怨,如果不能有效处理,则会造成客户流失的后果,还会出现不利于企业的负面宣传加速传播的后果。因此企业必须直面客户抱怨问题,对客户抱怨进行有效的、系统的管理。旺杰公司作为一个前期以技术质量优势立足的制造型企业,在目前的竞争中出现了竞争力下滑、客户流失的现象。本文通过对旺杰公司现状的剖析,结合服务营销、关系营销、顾客抱怨管理理论,为公司制定了一整套的客户抱怨管理系统,希望藉此提高公司的服务能力和水平,使服务成为公司新的核心竞争力。
[Abstract]:With the progress of science and technology, the improvement of production efficiency and the awakening of people's consumption consciousness, the global economy has entered the era of service economy one after another.Enterprises realize that it is more and more difficult to achieve profit growth by increasing the number of customers.The number of customers is limited, only to maintain stickiness with customers, to achieve the continuous purchase of old customers to ensure the long-term development of enterprises.Customers are regarded as a scarce resource and become the most valuable assets.In the competition for customers to maintain customers, technology quality and price winning strategy is considered difficult to maintain a long-term competitive advantage, only customer-centric,Relying on high-quality service to impress and retain customers is considered to be the source of long-term competitive advantage.Therefore, customer satisfaction as the main research direction of service marketing theory, relationship marketing theory emerged as the times require.At the same time, due to the inevitable service failures, there is customer dissatisfaction in the process of customer service, customer complaints are inevitable.Customer complaints, if not effectively dealt with, will result in the consequences of customer loss, but also will be detrimental to the negative publicity to accelerate the spread of the consequences.Therefore, enterprises must face up to customer complaints and manage them effectively and systematically.Wangjie Company, as a manufacturing enterprise based on technology and quality advantage, has experienced a decline in competitiveness and loss of customers in the current competition.By analyzing the current situation of Wangjie Company, combining the theory of service marketing, relationship marketing and customer complaint management, this paper makes a set of customer complaint management system for the company, hoping to improve the service ability and level of the company.Make service become the company's new core competitiveness.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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