毕业论文 顾客满意度提升策略研究.doc

顾客满意度提升策略研究

摘要
随着中国市场竞争的日趋白热化,企业间的较量已开始从产品的竞争转向顾客资源的竞争,顾客资源正在逐渐取代产品技术本身,成为企业最为重要的资源。关注顾客、研究顾客、探讨“如何使顾客满意”已经成为现代企业取得竞争优势不可或缺的要素。我国企业在顾客满意度的建立,结果并不令人满意。如何提高顾客满意度,树立产品和服务在顾客心目中的形象,不断的吸引更多的客户,为企业赢得更多的利润是经营者面对的一个重大课题。
本文的主要内容包括:从目前的研究现状出发,对顾客满意和顾客满意度进行界定,接着在文献综述的基础上建立顾客满意度模型,并确定顾客满意度影响因素,其中包含顾客感知质量,顾客感知价值,顾客抱怨。并根据影响因素的基础上提出基于顾客满意度的提升策略。
本文的研究成果,对于顾客满意度的提高分为两种不同的策略,一种是针对处于不满意状态的顾客,要正确对待顾客不满,坚持顾客至上的理念,建立顾客反馈信息平台,处于满意的顾客要保持良好的沟通和加强情感作用,提高核心产品价值。
关键词: 顾客满意顾客满意度满意度状态
Title strategies to enhance customer satisfaction
Abstract
With China's increasingly heated petition, enterprises have begun a trial of strength between petitiveness of the product shift from customer resources, customer resources, is gradually replaced by technology itself, e the most important resources. Attention to customers, customer research to explore the "how to make customer satisfaction" has e a modern enterprise made an essential element petitive advantage. China's enterprises in the establishment of customer satisfaction, the results are not satisfactory. How to improve customer satisfaction, products and services to establish the image of the customer, and constantly to attract more customers, in order to win more business operator's profit is a major issue faced by.
The main contents of this paper include: the status quo from the current study, the satisfaction of customer satisfaction and to define, and then in the literature review based on model of customer satisfaction, customer satisfaction and to determine the impact of factors, including customer perceived quality, customer perceived value, plained. Impact factors based on the basis of improvement based on customer satisfaction strategy.
In this paper, the results of research for the improvement of customer satisfaction is divided into two different strategies, one is not satisfied with the status for customers in, it is necessary to correctly deal with unhappy customers, adhere to the concept of customer first, the establishment