ST物流公司的客户忠诚实现研究

发布时间：2019-05-23 08:34

【摘要】：面对世界经济发展缓慢的外部压力和经济发展方式转变的内在需求,物流行业将第三方物流企业作为现代物流企业的发展方向之一,第三方物流的本质内容是优质的物流服务,主要为产品生产的制造方和产品的最终用户提供服务,为供应链的组织协调提供服务。随着第三方物流的迅猛发展,市场竞争日益激烈,获取客户资源成为企业可持续发展的争夺焦点。因此,寻找实现企业客户忠诚和途径是非常紧迫的任务。通过对第三方物流、客户关系管理、关系营销、客户满意度及客户忠诚的内涵的文献研究回顾,发现大部分客户忠诚实现的研究主要集中于服务行业中的零售业、电子产品、餐营业与电子商务等行业,对第三方物流行业的研究非常少见。同时,将服务质量、客户关系管理和关系营销融合,构建一个完整的客户忠诚实现架构,来研究中小型物流企业客户忠诚实现的研究领域还存在空白。在客户满意度和忠诚度影响因素的研究基础上,本研究进行了拓展,为后续的研究奠定理论基础。论文首先研究了第三方物流企业的内涵和特征,并分别根据客户关系管理理论、关系营销理论、客户满意度理论和客户忠诚理论进行整理,将第三方物流企业的客户忠诚分为态度忠诚与行为忠诚两个维度。同时结合ST物流企业的实际情况,构建出中小型物流企业实现客户忠诚的整体架构,由服务质量、客户关系管理及关系营销三部分组成,在提升客户满意的基础上实现客户态度忠诚,再结合客户关系与客户价值的感知,进而实现客户行为忠诚。经过研究得出如下结论:(1)“以客户为中心”的服务质量是客户忠诚的实现基础,客户的价值是第三方物流企业所提供的客户效用与客户付出成本的比值,以客户为中心的服务理念和服务质量存在正相关关系,企业树立以客户为中心的服务理念,就能提高服务质量,提升客户的感知服务质量、感知价值,提升客户的服务满意度,进而提升客户的忠诚度。(2)注重客户关系价值的培育是第三方物流企业的客户忠诚度的实现的重要保障,因为关系能够使第三方物流企业对客户的服务成为可预期的、令人放心的,同时第三方物流企业在关系中的适应、学习,可能会产生新的服务解决方案。在关系价值的形成过程中,承诺和保证是关系价值的重要创造因素,因此对顾客价值、转换成本、顾客潜在价值进行承诺和保证能提升客户的忠诚度。(3)第三方物流企业的客户需求是多维度的,对客户的需求理解不是服务的本身,而是客户所遇到的问题,应从替客户解决问题的导向从“全产业链、全生命周期、全过程”视角满足客户需求的完整性,为第三方物流企业提供定制化的服务,提升客户的忠诚度。
[Abstract]:In the face of the external pressure of the slow development of the world economy and the internal demand of the transformation of the mode of economic development, the logistics industry takes the third party logistics enterprise as one of the development directions of the modern logistics enterprise, and the essential content of the third party logistics is the high quality logistics service. Mainly for the manufacturer of the product and the end-user of the product, for the organization and coordination of the supply chain to provide services. With the rapid development of third party logistics, the market competition is becoming more and more fierce, and obtaining customer resources has become the focus of enterprise sustainable development. Therefore, it is a very urgent task to find ways to realize enterprise customer loyalty. Through the literature review of the connotation of third party logistics, customer relationship management, relationship marketing, customer satisfaction and customer loyalty, it is found that most of the research on the realization of customer loyalty mainly focuses on retailing and electronic products in the service industry. Food business and e-commerce and other industries, the third party logistics industry research is very rare. At the same time, there is still a blank in the research field of customer loyalty realization of small and medium-sized logistics enterprises by combining service quality, customer relationship management and relationship marketing, and constructing a complete implementation framework of customer loyalty. On the basis of the research on the influencing factors of customer satisfaction and loyalty, this study has been expanded to lay a theoretical foundation for the follow-up research. Firstly, this paper studies the connotation and characteristics of the third party logistics enterprises, and arranges them according to the theory of customer relationship management, the theory of relationship marketing, the theory of customer satisfaction and the theory of customer loyalty. The customer loyalty of third party logistics enterprises is divided into two dimensions: attitude loyalty and behavior loyalty. At the same time, combined with the actual situation of ST logistics enterprises, the overall structure of small and medium-sized logistics enterprises to realize customer loyalty is constructed, which is composed of three parts: service quality, customer relationship management and relationship marketing. On the basis of improving customer satisfaction, customer attitude loyalty is realized, and then customer behavior loyalty is realized by combining customer relationship and customer value perception. The conclusions are as follows: (1) the service quality of "customer-centered" is the basis of customer loyalty, and the value of customers is the ratio of customer utility provided by third-party logistics enterprises to the cost paid by customers. There is a positive correlation between customer-centered service concept and service quality. The establishment of customer-centered service concept can improve service quality, improve customer perceived service quality, perceived value, and improve customer service satisfaction. And then enhance customer loyalty. (2) paying attention to the cultivation of customer relationship value is an important guarantee for the realization of customer loyalty of third-party logistics enterprises, because the relationship can make the service of third-party logistics enterprises to customers be predictable. Reassuring, at the same time, third-party logistics enterprises in the relationship adaptation, learning, may lead to new service solutions. In the process of forming the relationship value, commitment and guarantee are the important creative factors of the relationship value, so to the customer value, the conversion cost, Customer potential value commitment and guarantee can enhance customer loyalty. (3) the customer demand of the third party logistics enterprise is multi-dimensional, the understanding of customer demand is not the service itself, but the problem encountered by the customer. From the perspective of "whole industrial chain, whole life cycle, whole process", we should meet the integrity of customer demand from the perspective of problem solving for customers, provide customized service for third party logistics enterprises, and enhance customer loyalty.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F259.23

【参考文献】