微信服务质量研究

发布时间：2018-05-26 19:16

本文选题：微信 + 服务营销　；参考：《湖南大学》2015年硕士论文

【摘要】：移动互联网时代推动了智能手机的发展。随之而来,社交娱乐为目的APP软件迅速发展,出现以米聊、微信、陌陌为代表的一批新型社交软件,其中微信以后来居上的用户迅猛增长黑马姿态成为社交软件新宠。本文在对微信特性功能、作为企业营销手段介绍的基础上,着重将微信运营团队作为类似“企业”的主体,研究微信团队在为微信用户提供服务时,如何做好服务营销、如何弥合服务差距等问题。文章对微信运营团队在实际服务过程中用户服务感知情况进行调查,主要从服务质量评估的可靠性、安全性、自发性、移情性和有形性着手分析,与调查中对顾客期望的相关期望感知进行对比,得出微信团队的服务营销质量确实在5性各方面存在差距以及相关差距大小的结论。选择学界普遍应用的服务营销质量差距模型为基准,对微信服务质量所存在的差距大小及相关差距所产生的原因进行分析考究,同时对微信社交软件特性在服务营销过程中的特殊性进行阐释。对微信团队如何缩小及弥合其服务质量差距提出相关意见建议。本文认为,微信服务质量差距是存在的,而文章通过调查微信用户期望与感知,分析微信服务质量差距产生原因,针对微信团队服务质量4个差距总结建议。就差距1和差距2(没有掌握到顾客期望差距和未选择恰当服务质量设计标准的差距)分析得出的顾客调查不足问题,提出充分问卷调查及内部顺畅沟通渠道等倾听客户需求措施;就相关人员配比,职责不明晰的问题,提出加强微信团队员工和管理者对自身角色与所承担责任的认知;就差距3(未遵照服务设计标准提供服务)分析的微信市场化运营博弈问题,提出正面迎接市场化竞争,以创新求发展,冷静处理转型市场问题的建议。就差距4(未按服务绩效匹配承诺)分析出用户关系有待维护问题,提出对微信用户关系进行有效管理和划分,建立长效用户关系维护机制的建议。
[Abstract]:The mobile Internet era has promoted the development of smart phones. With the rapid development of APP software for the purpose of social entertainment, a group of new social software, represented by Mi chat, WeChat and Momo, emerged, in which WeChat became the new favorite of social software by the rapid growth of the users coming from behind. On the basis of introducing the characteristic function of WeChat and the marketing means of the enterprise, this paper puts emphasis on taking the WeChat operation team as the main body similar to the "enterprise", and studies how the WeChat team can do the service marketing well when it provides service to the users of WeChat. How to close the service gap and other issues. This paper investigates the service perception of users in the actual service process of WeChat operating team, and analyzes the reliability, security, spontaneity, empathy and materiality of service quality evaluation, mainly from the aspects of reliability, security, spontaneity, empathy and materiality. Compared with the related expectation perception of customer expectation in the survey, the conclusion is that the service marketing quality of WeChat team does exist in 5 aspects of the gap and the size of the relevant gap. Selecting the service marketing quality gap model which is widely used in academic circles as the benchmark, this paper analyzes the gap between the service quality of WeChat and the causes of the related gap. At the same time, the special features of WeChat social software in the process of service marketing are explained. To WeChat team how to narrow and close its service quality gap put forward relevant suggestions. This paper holds that there is a service quality gap in WeChat. By investigating the expectation and perception of WeChat users, this paper analyzes the causes of the service quality gap in WeChat, and summarizes the suggestions for the four gaps in service quality of WeChat team. Based on the analysis of gaps 1 and 2 (which did not grasp the gap between customer expectations and the criteria for the design of appropriate service quality), the problem of insufficient customer survey was found. The author puts forward some measures to listen to the needs of customers, such as questionnaire investigation and internal smooth communication channels, and puts forward some suggestions on how to strengthen the cognition of WeChat team staff and managers about their roles and responsibilities in relation to the proportion of relevant personnel and unclear responsibilities. On the basis of the analysis of the gap 3 (not following the service design standard), the paper puts forward some suggestions on how to face the market competition positively, seek the development by innovation and deal with the problem of the transition market calmly. On the basis of the gap 4 (not according to the commitment of service performance matching), this paper analyzes the problem of user relationship to be maintained, and puts forward some suggestions for the effective management and division of user relationship in WeChat, and the establishment of long-term user relationship maintenance mechanism.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F49;F274

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