德州烟草公司服务质量评测模型构建与服务质量提升对策研究

发布时间：2018-06-04 10:09

本文选题：烟草公司 + 服务质量　；参考：《中国海洋大学》2014年硕士论文

【摘要】：烟草行业依靠专卖体制实现价值增值的优势正面临愈加激烈的市场竞争挑战。一方面，《烟草控制框架公约》的签订意味着国际烟草市场竞争日益加剧，中国烟草生存空间不断减小；另一方面，烟草行业内部正面临着从过去依靠物质要素投入的外延式增长向依靠质量提高、价值提升、技术进步和成本节约等内涵式发展的转变阶段。同时，随着烟草内部改革进一步深入，特别是工商分离后赋予烟草公司新的历史使命，烟草公司重新定位为服务商。因此，如何通过服务创造价值和寻找新的利润增长点成为烟草行业商业企业面临的新课题。在这样的背景下，德州烟草在全市唱响服务主旋律，倡导服务理念，提高全员服务意识和服务能力，提出打造服务品牌的战略要求。德州市烟草有限公司服务质量工作在有序开展，，但如何评价服务质量成为服务质量工作中的难题。本课题以德城烟草营销部为研究对象，构建科学的服务质量评测模型，并运用模型中的指标探索德城烟草服务方面存在的问题，提出服务质量提升对策，为完善德州市烟草有限公司的服务体系，持续改善服务水平，达成服务品牌战略要求，提供理论依据和实践指导。本论文通过对服务质量国内外研究现状的分析，发现关于烟草行业服务质量的研究非常少，该方面的实证研究更少，结合服务质量对烟草商业企业的重要性，确定了本论文的选题：德州烟草服务质量评测模型构建与服务质量提升对策研究。其次通过访谈和调查问卷相结合的方式，确定了服务质量维度及维度下各指标变量，并运用层次分析法构建了包含3个一级指标，20个二级指标和78个三级指标的服务质量评测模型，运用专家调查法计算出各个维度指标的权重，并进一步对该模型应用的范围及评测流程进行说明。然后本论文运用调查问卷的方法对服务绩效的质量进行了满意度调查，分析了各维度及维度下各指标的服务差距，探索出需要改进的服务质量指标。最后通过服务质量差距分析和访谈调研的结果，提出德州烟草服务质量方面存在的问题，并根据对这些问题的分析，提出了德州服务质量提升对策。本论文构建的服务质量评测模型能够对指导德州烟草服务质量的评价提供理论指导和实践支持，同时论文研究结论为德州烟草制定服务质量提升策略提供理论依据。本论文还丰富了烟草行业服务质量研究的理论成果。
[Abstract]:Tobacco industry relies on monopoly system to realize the advantage of value increment is facing more and more fierce market competition challenge. On the one hand, the signing of the Framework Convention on Tobacco Control means that the competition in the international tobacco market is increasing day by day, and the living space of Chinese tobacco is decreasing; on the other hand, The tobacco industry is facing the transition stage from the extension growth which depended on the input of material elements to the implicit development such as the improvement of quality, the promotion of value, the progress of technology and the cost saving. At the same time, with the further development of tobacco internal reform, especially the new historical mission of tobacco companies after the separation of industry and commerce, tobacco companies are repositioned as service providers. Therefore, how to create value through service and find new profit growth point has become a new topic faced by tobacco industry commercial enterprises. In this context, Texas Tobacco in the city to sing the main theme of service, advocating the concept of service, improve the service awareness and ability of the whole staff, put forward the strategic requirements to create service brand. The service quality work of Dezhou Tobacco Co., Ltd. is carried out orderly, but how to evaluate the service quality becomes a difficult problem in the service quality work. In this paper, a scientific service quality evaluation model is set up with the tobacco marketing department of Decheng as the research object, and the problems existing in the tobacco service in Decheng are explored by using the indexes in the model, and the countermeasures for improving the service quality are put forward. In order to perfect the service system of Dezhou Tobacco Co., Ltd., improve the service level continuously, meet the strategic requirement of service brand, provide the theoretical basis and practical guidance. By analyzing the current situation of service quality research at home and abroad, this paper finds that the research on tobacco industry service quality is very few, and the empirical research on this aspect is even less, combined with the importance of service quality to tobacco commercial enterprises. This paper determines the topic of this paper: Texas tobacco service quality evaluation model construction and service quality improvement countermeasures. Secondly, through the combination of interview and questionnaire, the dimensions of service quality and the index variables under the dimensions are determined. The service quality evaluation model including 3 first-grade indexes, 20 second-class indexes and 78 third-level indexes is constructed by using AHP, and the weight of each dimension index is calculated by using expert investigation method. Furthermore, the application scope and evaluation flow of the model are explained. Then this paper uses the method of questionnaire to investigate the satisfaction of the service performance, analyzes the service gap of each dimension and the index under the dimension, and explores the service quality index that needs to be improved. Finally, through the analysis of service quality gap and the results of interview, the paper points out the problems existing in the service quality of Texas tobacco, and puts forward the countermeasures to improve the service quality of Texas based on the analysis of these problems. The service quality evaluation model constructed in this paper can provide theoretical guidance and practical support to guide the evaluation of Texas tobacco service quality, and the conclusion of the paper provides a theoretical basis for Texas Tobacco to formulate strategies to improve the quality of service. This paper also enriches the theoretical results of tobacco industry service quality research.
【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】：F426.8;F274

【参考文献】