基于顾客价值的SE公司顾客满意度研究

发布时间：2018-01-06 14:42

本文关键词：基于顾客价值的SE公司顾客满意度研究　出处：《中国海洋大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着市场环境的变化，顾客满意度的研究范畴已经跨越了传统的服务产业，逐渐向其他领域扩展。在能源产业，随着传统能源的日益消耗，以电气、风能、太阳能等为代表新能源行业逐渐发展起来。作为电气行业的领军企业，SE公司需要应对更复杂的经营环境，如何提高顾客满意度，占据市场主导地位，是一个重要课题。顾客是企业的巨大财富，是企业生存与发展的根本。针对电气行业的特点，SE公司要通过提供优质的服务促成顾客的重复购买，增加市场份额，从而更有利于提升企业核心竞争力，，创造竞争优势。本文研究的主要目的就是从顾客价值分析出发,通过对顾客满意的系统研究,揭示SE公司顾客满意度的关键驱动因素,并以此为依据深入分析影响顾客满意度的原因，提出提高顾客满意度的有效途径,巩固顾客资源。同时，用相应的研究成果指导公司实践,提高企业长期获利能力，增强企业竞争实力。目前，SE公司既面临着电气产品同质化的困境，服务等方面还存在着缺陷，需要仔细剖析顾客需求、服务内容和途径，制定有效的服务策略，提升顾客价值以及顾客满意度。本研究首先搜集和整理了顾客价值的概念与构成要素的文献，论述了基于顾客价值的顾客满意度的形成，并研究了与此相关的顾客满意度、顾客重复购买意向和顾客忠诚等概念；在此基础上总结和归纳前人的研究成果和存在的不足，同时探求顾客价值、顾客满意度和顾客重复购买之间的关系，为制定策略提供思路。其次，以SE公司为研究对象,以顾客价值为出发点,讨论了影响顾客满意度的主要因素，分析SE公司顾客满意度管理存在的问题及原因。再次，建立SE公司顾客满意度的测评，确立顾客满意度测量指标。通过对调查问卷数据的整理和分析,从顾客满意度的驱动因素入手详细分析了各驱动因素对顾客满意度的影响。通过对顾客满意度模型的建立,结合公司的实际特点,选择了适于此次研究的综合性顾客满意度模型,对公司产品的顾客满意度进行了测评和分析。总之，顾客价值要素对顾客满意度起着重要作用，通过提高目标顾客的顾客价值来提高顾客满意度是SE公司顾客满意度管理的重点。本文提出了改善顾客价值和提高顾客满意度的策略及改进方案，借以对SE公司的市场营销管理提供有意义的借鉴。
[Abstract]:With the change of the market environment, the research field of customer satisfaction has crossed the traditional service industry, and gradually expanded to other fields. In the energy industry, with the increasing consumption of traditional energy, to electricity, wind energy. As the leading enterprise in the electrical industry, SE needs to deal with more complex business environment, how to improve customer satisfaction and occupy a dominant position in the market. Customers are the great wealth of enterprises and the basis of their survival and development. According to the characteristics of the electrical industry, SE companies should promote the repeated purchase of customers by providing quality services. Increase market share, thus more conducive to enhance the core competitiveness of enterprises, create competitive advantages. The main purpose of this paper is to reveal the key driving factors of SE company customer satisfaction through systematic research on customer satisfaction from customer value analysis. And on the basis of in-depth analysis of the reasons affecting customer satisfaction, this paper puts forward an effective way to improve customer satisfaction and consolidate customer resources. At the same time, we use the corresponding research results to guide the practice of the company. To improve the long-term profitability of enterprises and enhance the competitive strength of enterprises. At present, SE Company is facing the dilemma of homogenization of electrical products, service and other aspects of defects, needs to be carefully analyzed customer needs. Service content and approach, formulate effective service strategy, improve customer value and customer satisfaction. This study first collects and collates the concept of customer value and the elements of the literature, discusses the formation of customer satisfaction based on customer value, and studies the related customer satisfaction. The concept of repeated purchase intention and customer loyalty; On this basis summarized and summarized the previous research results and shortcomings while exploring the relationship between customer value customer satisfaction and customer repeat purchase to provide ideas for the formulation of strategies. Taking SE Company as the research object and taking customer value as the starting point, this paper discusses the main factors affecting customer satisfaction, and analyzes the problems and causes of customer satisfaction management in SE Company. Establish SE company customer satisfaction evaluation, establish customer satisfaction measurement index. Through the questionnaire data collation and analysis. Starting from the driving factors of customer satisfaction, this paper analyzes the influence of each driving factor on customer satisfaction in detail. Through the establishment of customer satisfaction model, combined with the actual characteristics of the company. A comprehensive customer satisfaction model suitable for this study was selected to evaluate and analyze the customer satisfaction of the company's products. In short, customer value factors play an important role in customer satisfaction. To improve customer satisfaction by improving the customer value of target customers is the key of customer satisfaction management in SE Company. This paper puts forward strategies and solutions to improve customer value and customer satisfaction. In order to SE company's marketing management to provide meaningful reference.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

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