顧客滿意度,客戶對于企業(yè)提供無形服務(wù)與有形產(chǎn)品達到顧客的期望,滿足顧客價值。顧客滿意度高低決策于顧客的忠誠度和企業(yè)可持續(xù)的發(fā)展關(guān)鍵因素所在。特別之于品牌影響力和產(chǎn)品突出的企業(yè)而言,客戶忠誠決定企業(yè)在行業(yè)競爭力和創(chuàng)造力。顧客滿意度越高,越激發(fā)企業(yè)的創(chuàng)新的能力,反之,企業(yè)的創(chuàng)新力受到外部和內(nèi)部因素的阻礙,降低產(chǎn)品競爭力。2018年以來,國際上,特朗普政府采取關(guān)稅增加方式限制家具產(chǎn)品出口美國。到2021年底,國內(nèi)家具規(guī)模以上企業(yè)大約6647家。家具行業(yè)競爭激烈,如何維護和管理高忠誠度的顧客關(guān)系對于任何企業(yè)而言是高難度的管理。顧客滿意度從正面和側(cè)面反射企業(yè)與客戶關(guān)系的融洽性,兼容以及利益最大化比重。本文借鑒顧客滿意度指數(shù),顧客關(guān)系管理和服務(wù)質(zhì)量差距模型文獻研究,如何提升M公司的顧客滿意度中存在的顧客危機進行研究和分析,并針對性提出相對應(yīng)建設(shè)性的策略以達到顧客滿意度的高忠誠度和高回報率。首先,從研究方法上,本文通過文獻研究,案例分析法闡述M公司與客戶滿意度之間關(guān)于顧客期望差距,客戶信息掌握準確性及有效性,表明M公司客戶管理的理念與客戶期望的差異性和矛盾性。兩者之間差異性從本質(zhì)上激發(fā)顧客滿意度,矛...

【文章頁數(shù)】：126 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
ABSTRACT
Chapter 1 Introduction
    1.1 Research Background
        1.1.1 Customer Expectation Change in High-End Market
        1.1.2 Customer Buying Habit Change
    1.2 Research Significance
        1.2.1 Theoretical Significance
        1.2.2 Practical Significance
    1.3 Research Objective
    1.4 Research Methodology
        1.4.1 Literature Review
        1.4.2 Case Study
        1.4.3 Questionnaire Survey
    1.5 Summary
Chapter2 Literature Review
    2.1 Customer Satisfaction
        2.1.1 Customer Expectation
        2.1.2 Perceived Quality
        2.1.3 Perceived Value
        2.1.4 Customer Complaints
        2.1.5 Customer Loyalty
    2.2 Customer Relationship Management
    2.3 The Gaps model of Service-Quality
        2.3.1 Gap 1:Customer Expectation and Management Perception
        2.3.2 Gap2:Service Quality Specification and Management Perception
        2.3.3 Gap3:Service Quality Specification and Service Delivery
        2.3.4 Gap4:Service Delivery and External Communication
        2.3.5 Gap5:Expected Service and Experienced Service
    2.4 Relevant Researches
        2.4.1 Relevant Researches of Customer Satisfaction
        2.4.2 Relevant Researches of Service Quality
        2.4.3 Summary
Chapter3 Case Study
    3.1 Introduction of M Company’s Background
    3.2 Introduction of M Company’s Marketing Management
        3.2.1 Business Segmentation
        3.2.2 Target Clients
        3.2.3 Product
        3.2.4 Brand
    3.3 Company’s Customer Satisfaction Problems& Challenges
        3.3.1 M Company’s Customer Satisfaction Problems
        3.3.2 M Company’s Customer Satisfaction Challenges
        3.3.3 Summary
Chapter 4 Analysis on Customer Satisfaction Problems & Challenges
    4.1 Key Factors Affecting Customer Satisfaction
        4.1.1 Customer Expectations Analysis
        4.1.2 Analysis on Perceived Quality Problems
        4.1.3 Customer Perceived Value Challenges
        4.1.4 Customer Complaints Analysis
        4.1.5 Customer Loyalty Issues
    4.2 Analysis on M Company’s Gaps of Services-Quality
        4.2.1 The Gap between Customer Expectation and Management Perception
        4.2.2 The Gap between Management Perception and Service-Quality Specification
        4.2.3 The Gap between Service-Quality Specification and Service Delivery
        4.2.4 The Gap between Service Delivery and External Communication
        4.2.5 The Gap between Perceived Service and Expected Service
    4.3 Summary
Chapter5 Suggestions and Solutions
    5.1 Suggestions for Increasing Customer Satisfaction
        5.1.1 Suggestions for Improving Customer Expectation
        5.1.2 Suggestions for Innovating of Service Quality
        5.1.3 Suggestions for Increasing Customer Value
        5.1.4 Suggestions for Decreasing Customer Complaints
        5.1.5 Suggestions for Increasing Customer Loyalty
    5.2 Solutions for Service Quality Gaps
        5.2.1 Solutions for Minimizing Customer Expectation and Management Perception
        5.2.2 Solutions for Shortening the Gaps between Management Perception and Service-Quality Specification
        5.2.3 Solutions for Strengthening Service-Quality Specification and Service Delivery
        5.2.4 Solutions for Improving Service Delivery and External Communication
        5.2.5 Solutions for Enriching Perceived Service and Expected Service
Chapter6 Conclusions and Future Studies
    6.1 Conclusions
    6.2 Limitations
    6.3 Future Studies
References
ACKNOWLEDGEMENTS
APPENDIX
    Appendix1:M Company Customer Service Performance
    Appendix2:M Company Customer Expectation Improvement Versus Advantage Versus Feasibility
    Appendix3:M Company Project Management Suggestion
Questionnaires



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