W公司客户满意度测评体系的构建与应用研究

发布时间：2018-10-21 15:42

【摘要】：由于部分企业不具备设置会计机构和会计人员的条件,代理记账行业应运而生。代理记账行业是随着我国市场经济的发展而出现的一种新的产物,是现代服务业中会计行业细分的结果。近年来,随着国内代理记账企业的不断增加,各代理记账企业为了在激烈的竞争中获得优势,不得不重视客户资源的获取与满意度的提升。代理记账行业也从原来的以产品为基础的竞争转变为现在以服务质量、客户感受为基础的竞争。本文在对客户满意度相关概念以及客户满意度模型进行文献分析的基础上,从客户的流失、员工的流动性等方面对W公司客户满意的现状进行了分析,结合代理记账行业的特点,筛选出五个一级指标和十六个二级指标,采用层次分析法赋予了权重,从而成功构建代理记账行业的客户满意度测评模型。根据代理记账行业的客户满意度测评模型,通过问卷调查的方法对W公司的客户满意度进行了调研分析。根据调研结果,得到如下结论:第一,在构建的客户满意度模型的指标中,W公司客户满意度影响程度由高到低分别是服务质量、服务价格、客户投诉、员工质量、企业形象。第二、W公司的客户满意度得分为4.11分,具有较大的提升空间。在五个准则层指标中,其中企业形象、服务价格和员工质量这三个指标的客户满意度得分低于总得分,严重影响了客户对W公司的评价,后续应当重点对这三个方面进行改进。第三,从各指标层来看,服务的规范性、服务产品的美观度以及服务价格的合理性都具有一定的提升空间。第四,目前W企业员工的服务态度有待提高,而服务人员的沟通能力和主动性都相对较好。结合上述研究结论,提出通过提升企业品牌形象,提高产品质量,及时高效地解决客户投诉,制定合理的服务价格体系,建立企业与客户的沟通机制,提高员工服务的主观能动性等措施来提高W企业的客户满意度。
[Abstract]:As some enterprises do not have the conditions to set up accounting institutions and accountants, the agency accounting industry came into being. The agency accounting industry is a new product emerging with the development of the market economy in our country. It is the result of the subdivision of the accounting profession in the modern service industry. In recent years, with the increasing of domestic agency accounting enterprises, in order to gain the advantage in the fierce competition, the agency accounting enterprises have to attach importance to the acquisition of customer resources and the improvement of satisfaction. The agency accounting industry has also changed from the product-based competition to the service quality, customer-based competition. Based on the analysis of the related concepts of customer satisfaction and customer satisfaction model, this paper analyzes the current situation of customer satisfaction in W Company from the aspects of customer turnover and employee mobility. Combined with the characteristics of the agency accounting industry, five first-level indexes and sixteen second-level indexes were selected, and the weight was given by AHP, and the customer satisfaction evaluation model of the agency accounting industry was successfully constructed. According to the customer satisfaction evaluation model of agent accounting industry, this paper investigates and analyzes the customer satisfaction of W Company by means of questionnaire. According to the research results, the following conclusions are obtained: first, in the index of the customer satisfaction model, the influence degree of customer satisfaction of W company from high to low is service quality, service price, customer complaint, employee quality, corporate image respectively. Second, W company's customer satisfaction score is 4.11, with a large room for improvement. Among the five criteria, the enterprise image, service price and employee quality of the three indicators of customer satisfaction score is lower than the total score, which seriously affected the customer evaluation of W company, the follow-up should focus on these three aspects of improvement. Thirdly, from each index level, the standardization of service, the beauty of service product and the rationality of service price all have some room for improvement. Fourth, the service attitude of W enterprise employees needs to be improved, and the communication ability and initiative of service staff are relatively good. Combined with the above research conclusions, it is proposed to improve the corporate brand image, improve product quality, solve customer complaints in a timely and efficient manner, formulate a reasonable service price system, and establish a communication mechanism between enterprises and customers. Improve the subjective initiative of employee service and other measures to improve the customer satisfaction of W enterprise.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F233

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