手机顾客满意度综合评价研究

发布时间：2018-05-15 08:47

本文选题：顾客满意度 + 博弈分析　；参考：《郑州大学》2012年硕士论文

【摘要】：随着通信业的发展,手机作为一种通信手段,普及程度越来越高。手机市场的巨大潜力使得更多的企业加入手机生产的行列。激烈的竞争使手机生产企业认识到了“顾客就是上帝”。对手机企业而言,使顾客满意是争夺顾客的必要条件,是应该坚持的基本原则。于是,量化顾客满意程度,对手机顾客满意度进行综合评价成为了企业关注的重点。手机顾客满意度综合评价将手机生产企业和顾客紧密地联系在一起。从顾客方面看,反映了顾客的心声,能有效地表达顾客各方面的需求；从企业来看,一方面能够了解到市场需求,改进手机产品使之更受顾客的欢迎；另一方面可以使企业了解到竞争对手的优势,为争取市场份额奠定基础。对于整个手机行业来说,顾客满意度的综合评价是监控市场的重要工具。对手机顾客满意度进行综合评价,具有重要的意义。本论文第一章首先介绍了文章的研究背景、研究意义,以及论文的研究内容及创新。第二章在大量阅读相关资料和文献的基础上,对顾客的分类、顾客满意度的含义和意义进行了评析,并对国内外顾客满意度相关模型进行了介绍。第三章分析了我国的手机市场,通过对手机顾客满意进行博弈分析指出构建手机顾客满意度综合评价体系的必要性。第四章重点构建了手机顾客满意度综合评价指标体系,并运用模糊数学的方法对手机顾客满意度进行了综合评价。首先指出构建指标体系的原则和手机顾客满意度的构成要素,运用李克特量表进行指标的量化,然后不同层次的指标采用不同的权重确定方法,直接面向顾客的四级指标采用顾客赋权法确定权重,二级和三级指标采用层次分析法确定权重。最后运用模糊数学的方法对手机顾客满意度进行了综合评价；第五章对某国产品牌手机的顾客满意度进行了综合评价。并对国产手机企业的发展提出了政策建议。第六章在总结论文的基础上,指明了文章的局限性及未来研究方向。本研究实质上是顾客满意理论与几种成熟的系统综合评价方法在手机顾客满意度评价中的应用研究。通过构建手机顾客满意度综合评价指标体系并对手机顾客满意度进行模糊综合评价,可以帮助手机企业了解产品的优劣势,进而改进产品使得顾客更加满意,具有较高的实用价值。
[Abstract]:With the development of communication industry, mobile phone is becoming more and more popular as a means of communication. The huge potential of the mobile phone market makes more enterprises join the ranks of mobile phone production. Fierce competition has made mobile phone manufacturers realize that "customers are God". For mobile phone enterprises, it is necessary to make customers satisfied with customers. It is the basic principle that should be adhered to. Therefore, the quantitative customer satisfaction degree and the comprehensive evaluation of the customer satisfaction of the mobile phone have become the focus of the enterprise. The comprehensive evaluation of the customer satisfaction of mobile phones is closely linked to the mobile phone production enterprises and customers. From the customer side, the customer's voice can be reflected and the customer can be effectively expressed. On the one hand, we can understand the demand of the market, improve the mobile product to make it more popular with the customers, on the other hand, make the enterprise understand the advantage of the competitor and lay the foundation for the market share. For the whole mobile phone industry, the comprehensive evaluation of customer satisfaction is an important tool for monitoring the market. The comprehensive evaluation of mobile phone customer satisfaction is of great significance.
The first chapter of this paper first introduces the background of the research, the significance of the research, and the research content and innovation of the paper. The second chapter reviews the classification of customers, the meaning and significance of customer satisfaction on the basis of a large number of reading related materials and documents, and introduces the related models of customer satisfaction at home and abroad. Third chapters This paper analyzes the mobile phone market in China and points out the necessity of building a comprehensive evaluation system for mobile phone customer satisfaction through the game analysis of customer satisfaction. The fourth chapter focuses on the construction of the comprehensive evaluation index system of customer satisfaction of mobile phones, and uses the method of fuzzy mathematics to evaluate the customer satisfaction of mobile phones. The principle of constructing the index system and the constituent elements of the customer satisfaction of mobile phone are used to quantify the index by using the Likert scale, and then different weights are used to determine the weight of the four level index of the customer. The weight is determined by the method of Customer Empowerment, and the level analysis method is used to determine the weight by the level two and the three level. The method of fuzzy mathematics is used to make a comprehensive evaluation on the customer satisfaction of mobile phone. The fifth chapter makes a comprehensive evaluation on the customer satisfaction of a domestic brand mobile phone and puts forward some policy suggestions for the development of domestic mobile phone enterprises. The sixth chapter points out the limitations of the chapter and the future research direction on the basis of the summary of the paper.
This study is essentially the application of customer satisfaction theory and several mature system comprehensive evaluation methods in the evaluation of customer satisfaction in mobile phones. Through the construction of the comprehensive evaluation index system of customer satisfaction of mobile phones and the fuzzy comprehensive evaluation of the customer satisfaction of mobile phones, it can help the mobile phone enterprises to understand the advantages and disadvantages of the products and then change the advantages and disadvantages of the product. The product makes customers more satisfied and has high practical value.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：C829.2

【参考文献】