百雄堂高科技农业公司顾客满意度测评研究

发布时间：2018-08-24 19:34

【摘要】：在市场竞争日趋激烈的今天,顾客成为企业生存和发展的根本,企业之间的竞争归根到底是对客户的竞争。因此,在“客户引导市场”的环境下,对顾客满意度进行研究,提高顾客对企业的满意度是保证企业生存与发展的必要手段。湖南娄底百雄堂高科技农业公司是国家财政部门开办投资参股的省级农业产业化龙头企业。公司成立初期,公司发展迅速,规模日益强大,市场地位逐年上升。但是,近年来公司遇到一系列的问题,公司效益逐年下降,利润也越来越低,尤其是在涉及顾客满意度的方面做得不够优秀。在此背景下,本文对百雄堂高科技农业公司顾客满意度测评进行研究,通过分析影响公司客户满意度的因素及其影响程度,在此基础上提出提高公司客户满意度的方案,稳定公司顾客数量,保障公司的收入来源,从而稳定公司在市场中的地位。本文首先介绍了研究的相关背景等。然后介绍了顾客满意度的相关理论及其重要性以及顾客满意度指数模型和加权平均法等方法,在此基础上构建了百雄堂公司顾客满意度的指标体系,通过专家打分法,分别确定指标的权重。接着进行问卷设计与调查,收集相关数据进行统计分析,运用加权平均法分别对百雄堂公司顾客单个环节满意度与整体顾客满意度进行计算,在进行评价后,运用四分图模型,对百雄堂公司满意度——重要性进行分析。在这些研究基础上分析了造成顾客满意度低的原因,然后根据研究结果综合相关文献提出了提高公司顾客满意度的方案。
[Abstract]:In today's increasingly fierce market competition, customers become the basis for the survival and development of enterprises, and the competition among enterprises is the competition for customers in the final analysis. Therefore, under the environment of "customer leading the market", it is necessary to study customer satisfaction and improve customer satisfaction to ensure the survival and development of enterprises. Hunan Loudi Baixiong-Tang High-tech Agriculture Company is a provincial leading agricultural industrialization enterprise with investment and equity participation by the state finance department. The company was established early, the company develops rapidly, the scale is increasingly strong, the market position rises year by year. However, in recent years, the company has encountered a series of problems, the company efficiency has declined year by year, the profit is also getting lower and lower, especially in the aspects of customer satisfaction is not good enough. Under this background, this paper studies the evaluation of customer satisfaction of Baixiong Tang High-tech Agricultural Company. By analyzing the factors that affect the company's customer satisfaction and its influence degree, this paper puts forward a scheme to improve the company's customer satisfaction. Stabilize the number of customers, protect the company's revenue sources, thereby stabilizing the company's position in the market. This paper first introduces the relevant background of the study and so on. Then it introduces the related theory of customer satisfaction and its importance as well as the methods of customer satisfaction index model and weighted average method. On this basis, the index system of customer satisfaction of Baixiong Tang Company is constructed, and the expert scoring method is adopted. The weight of the index is determined respectively. Then the questionnaire design and survey, collecting relevant data for statistical analysis, using the weighted average method to calculate the customer satisfaction of a single link and the overall customer satisfaction, after evaluation, the use of quadrilateral model, This paper analyzes the satisfaction degree-importance of Baixiong Tang Company. On the basis of these studies, the causes of low customer satisfaction are analyzed, and then, according to the results of the research, a scheme to improve customer satisfaction is put forward.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324

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