C公司客户满意度测评研究

发布时间：2018-06-04 21:52

本文选题：客户价值 + 客户满意　；参考：《电子科技大学》2017年硕士论文

【摘要】：随着我国国内生产总值的逐年递增,人均收入水平的不断上涨,因此,高申请成功率的出国留学成为补充高考升学的有效途径,出国浪潮呈现出爆发式逐年递增。留学中介机构也在市场环境和利润的双重刺激下,与日俱增,导致市场竞争日趋激烈,竞争的核心方式也由价格战的单因素竞争转为价格与细化服务相结合的全面综合性较量,竞争的核心也由对市场份额的争夺转化为对客户资源的获取与维护。归根结底是以实现客户满意为核心,从而获取更多的客户资源。C公司作为教育类的服务型企业,在激烈的市场竞争中,逐步意识到企业获得长远和良性发展的首要前提,是获得客户的满意和忠诚。然而,C公司在前期经营过程中,由于公司成立时间尚短,在公司制度和人员配置及服务水平等方面存在诸多问题,导致较低的客户满意度,造成了一定程度的客户流失,因此,成都C公司客户满意度的研究刻不容缓。本文首先对客户满意、客户忠诚以及客户满意度的理论作了概括性论述,其次分析了我国留学市场的现状及发展趋势,总结了C公司目前的客户满意度现状,并结合客户满意度的影响因素和相关理论,采用理论分析与实地调查相结合的方法,建立了C公司有效的顾客满意度测评体系,并根据该体系制定了客户满意度的调查方案。通过对新老客户的问卷调查,对收集的调查数据进行汇总归纳,并运用专家赋权法和层次分析法对数据的有效性、可靠性以及公司整体客户满意度和影响顾客满意度因素的权重等方面进行了综合系统的分析,总结出C公司的服务现状和影响顾客满意度的各种因素,最后根据调查数据对公司提供的主要产品和服务质量进行系统分析,提出了有助于提升C公司客户满意度的有针对性的改进措施。通过建立客户满意度测评体系,以及对调查数据的统计分析,使C公司有效的对其提供的产品和服务进行评价,帮助企业识别优势项目和劣势项目,根据不同的项目制定不同的客户满意度提升策略,从而提升公司在将来市场竞争中的优势。
[Abstract]:With the increase of GDP and the rising of per capita income, studying abroad with high successful rate of application becomes an effective way to supplement college entrance examination, and the tide of going abroad is increasing year by year. Under the dual stimulation of the market environment and profits, the study abroad intermediary organizations are increasing with each passing day, resulting in increasingly fierce competition in the market. The core mode of competition has also changed from a single-factor competition in a price war to a comprehensive and comprehensive contest in which prices are combined with refined services. The core of competition is also transformed from the competition for market share to the acquisition and maintenance of customer resources. In the final analysis, it is to realize customer satisfaction as the core, so as to obtain more customer resources. C company as an educational service enterprise, in the fierce market competition, gradually realize the first prerequisite for the long-term and benign development of the enterprise. Is to obtain customer satisfaction and loyalty. However, in the early operating process, due to the short time of the company's establishment, there are many problems in the company's system, staffing and service level, which lead to low customer satisfaction, resulting in a certain degree of customer drain. Chengdu C company customer satisfaction research is urgent. In this paper, firstly, the theories of customer satisfaction, customer loyalty and customer satisfaction are discussed, then the current situation and development trend of Chinese study abroad market are analyzed, and the current customer satisfaction status of C Company is summarized. Combined with the influencing factors and relevant theories of customer satisfaction, the effective customer satisfaction evaluation system of C Company is established by combining theoretical analysis with field investigation, and the investigation scheme of customer satisfaction is established according to this system. Through the questionnaire survey to the new and old customers, the collected data are summarized, and the validity of the data is analyzed by the expert weighting method and the Analytic hierarchy process (AHP). The reliability and the weight of the whole customer satisfaction and the factors influencing customer satisfaction are analyzed systematically, and the service status of C Company and the factors influencing customer satisfaction are summarized. Finally, according to the survey data, the main products and service quality provided by the company are systematically analyzed, and the corresponding improvement measures are put forward to improve the customer satisfaction of C company. Through the establishment of customer satisfaction evaluation system and the statistical analysis of the survey data, C Company can effectively evaluate the products and services it provides, and help enterprises identify their strengths and weaknesses. Develop different customer satisfaction promotion strategies according to different projects to enhance the company's competitive edge in the future.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G648.9;F274

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