M公司客户满意度提升策略研究

发布时间：2018-04-02 11:38

本文选题：市场竞争　切入点：客户满意度　出处：《华东理工大学》2017年硕士论文

【摘要】：随着市场竞争的日益激烈,客户的有效管理成为企业持续发展非常重要的课题,而客户满意度关键因素的研究是企业进行有效客户管理,提高客户满意度和品牌忠诚度的基础和根据。特别在一个成熟的工业品制造市场,市场竞争不断加剧,行业利润不断下降,企业想利用有限的资源投入,最低的成本来尽可能多的提高客户满意度来尽量的留住客户。M公司经过10多年的发展在集装箱市场取得了绝对的市场领先位置,然而随着竞争的加剧,利润不断下滑,加上竞争对手的步步紧逼,M公司急于通过最小的投资来有效提高客户满意度以维持目前的市场份额。这样一来,找出影响目前客户满意度关键因素对于客户满意度提升策略研究就变的十分重要。本文研究了首先分析总结了国内外关于客户满意度的研究方法,然后通过行业专家访谈,M公司历史投诉分析及结合个人多年的从业经验大致确认了12项影响客户满意度的因素,通过问卷调查收集了M公司目前所有客户总满意度及各因素满意度的数据,基于这些数据,首先分析了客户总满意度同产品总满意度,服务总满意度,价值总满意度之间的线性回归关系确认这三个因素对于客户满意度的影响程度,然后分别采用多元回归法分析了产品总满意度,价值总满意度及服务总满意度同各子因子之间的线性关系,最终找出了影响M公司客户满意度的最关键性的六大因素并对所有影响因素进行了重要性的排序。最后,对M公司客户满意度提升策略给出了初步性的建议。
[Abstract]:With the increasingly fierce market competition, the effective management of customers has become a very important issue for the sustainable development of enterprises, and the key factor of customer satisfaction is the effective customer management. The basis and basis for improving customer satisfaction and brand loyalty. Especially in a mature industrial product manufacturing market, market competition is increasing, industry profits are declining, and enterprises want to use limited resources to invest, The lowest cost to improve customer satisfaction as much as possible to retain customers. After more than 10 years of development, the company has achieved absolute market leadership in the container market. However, with the intensification of competition, profits continue to decline. Add to this the firm's rush to increase customer satisfaction with minimal investment in order to maintain its current market share. It is very important to find out the key factors influencing customer satisfaction. Firstly, this paper analyzes and summarizes the research methods of customer satisfaction both at home and abroad. Then, through an interview with industry experts, the author analyzes the historical complaints of M Company and confirms the 12 factors that affect customer satisfaction by combining with personal experience for many years. This paper collects the data of all customers' total satisfaction and various factors' satisfaction by questionnaire. Based on these data, the author first analyzes the total customer satisfaction, the total product satisfaction, the total service satisfaction, the total customer satisfaction, the total service satisfaction, the total customer satisfaction and the service satisfaction. The linear regression relationship between total value satisfaction confirms the influence of these three factors on customer satisfaction, and then analyzes the total product satisfaction by using multiple regression method. The linear relationship between total value satisfaction, total service satisfaction and various sub-factors, and finally find out the most critical six factors that affect M company customer satisfaction and rank the importance of all the influencing factors. This paper gives some preliminary suggestions on customer satisfaction promotion strategy of M Company.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F279.26

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