基于顾客感知价值的AK集团服务体系分析与优化策略

发布时间：2018-01-06 21:08

本文关键词：基于顾客感知价值的AK集团服务体系分析与优化策略　出处：《电子科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：企业要想在激烈的现代市场竞争中立于不败之地,就要在提高整体服务质量的基础上不断提高顾客的感知价值,从而获得竞争优势。伴随着人们消费观念的转变和发展,服务在人们生活中的重要程度不断增加。同时,消费者愈发重视顾客感知价值,所以,对顾客感知价值的研究已经愈发迫切。因为顾客感知价值是消费者对企业服务体系总体质量的一种主观判断,所以本文借助顾客感知价值的研究话题对顾客感知价值进行定量分析,从而为企业科学决策提供坚实的保障。为了在现如今的服务经济时代,探索出更好的企业服务体系,兼具操作性和理论性的服务体系分析与优化指导框架,以较高的顾客感知价值迎合顾客和增加顾客忠诚度,实现企业的长效发展。基于此,本文选取AK集团服务体系作为研究对象。首先,本文分别阐释了研究顾客感知价值的背景与意义;概述国内外对顾客感知价值理论的研究现状、本文的研究思路与方法。其次,分析顾客感知价值、服务组织体系理论研究、组织能力研究的相关内容,为AK集团服务现状分析及优化奠定基础。然后,对AK集团服务体系开始问卷设计与调查;对AK集团服务现状分别从五个角度(服务理念、服务线索、服务传递、顾客价值和服务业绩)展开现状分析;然后从相应角度分别展开AK集团现行服务体系存在的问题及原因分析。再次,借助原因分析对AK集团的服务体系存在的问题进行优化,提供策略支持,主要从服务理念、服务线索、服务传递、顾客价值和服务业绩五个维度进行展开。最后,结论与展望,概述本文的主要结论,并提出后期的研究展望。
[Abstract]:If an enterprise wants to be invincible in the fierce modern market competition, it is necessary to improve the customer's perceived value on the basis of improving the overall service quality. With the change and development of people's consumption concept, the importance of service in people's life is increasing. At the same time, consumers pay more and more attention to customer perceived value, so. The study of customer perceived value has become more and more urgent, because customer perceived value is a subjective judgment on the overall quality of enterprise service system. Therefore, this paper makes quantitative analysis of customer perceived value with the help of the research topic of customer perceived value, so as to provide a solid guarantee for the scientific decision-making of enterprises, in order to provide a solid guarantee for the service economy in the present age. Explore a better enterprise service system, both operational and theoretical service system analysis and optimization of the guidance framework, with higher customer perceived value to cater to customers and increase customer loyalty. Based on this, this paper chooses AK Group Service system as the research object. Firstly, this paper explains the background and significance of the research on customer perceived value. Summarize the domestic and foreign research status of customer perceived value theory, the research ideas and methods of this paper. Secondly, analyze the customer perceived value, service organization system theory research, organization ability research related content. It lays a foundation for the analysis and optimization of AK group service status. Then, the questionnaire design and investigation of AK group service system are started. The present situation of AK group service is analyzed from five aspects: service concept, service clue, service delivery, customer value and service performance. Then from the corresponding point of view, the problems and causes of the current service system of AK Group are analyzed. Thirdly, the problems of the service system of AK Group are optimized with the help of cause analysis to provide strategic support. It mainly starts from five dimensions: service concept, service clue, service delivery, customer value and service performance. Finally, the conclusion and prospect, the main conclusions of this paper are summarized, and the later research prospect is put forward.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.41

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