本文選題：服務能力 + 優(yōu)先級顧客��； 參考：《杭州電子科技大學》2013年碩士論文

【摘要】：對于服務企業(yè)來說，可以通過調整服務能力使得企業(yè)實現(xiàn)利潤最大化的目的，從而在激烈的行業(yè)競爭中處于領先的地位。但是由于影響服務能力的因素眾多，其中包括顧客、服務質量、服務成本、服務定價、服務設備設施等，因此服務企業(yè)必須根據(jù)自身的特點選擇合適的影響因素進行調整，才能以最小的投入使得企業(yè)達到利潤最大時的服務能力。 銀行作為一類十分有代表性的服務企業(yè)，也可以通過調整服務能力的影響因素優(yōu)化服務能力，這一特點在銀行的營業(yè)網(wǎng)點上表現(xiàn)的尤其明顯。但是現(xiàn)在有很多銀行的營業(yè)網(wǎng)點在調整服務能力時只關注了顧客與服務質量而忽視了自身的服務成本，，這導致管理者采取了許多調整措施，卻沒有達到預期的效果。 本文試圖在深入分析顧客，服務質量和服務成本影響銀行營業(yè)網(wǎng)點服務能力的基礎上，構建一個服務能力決策模型，模型中包含優(yōu)先級顧客、服務質量中的等待時間和服務成本中營業(yè)成本這三個因素，并通過對模型進行仿真實驗，幫助銀行的管理者進行對銀行的營業(yè)網(wǎng)點進行服務能力決策。 在構建模型過程中，首先根據(jù)對國內外學者研究成果的梳理，確定銀行的優(yōu)先級顧客作為顧客這一因素的代表；然后通過對國內外學者的研究結論進行分析并結合實地的問卷調查，確定等待時間這一因素是對銀行營業(yè)網(wǎng)店的服務能力影響最大；最后通過作業(yè)成本法的分析手段明確營業(yè)成本作為構建服務能力決策模型中服務成本的代表。 在模型分析中，首先采用排隊論中的M/M/1和M/M/s模型對優(yōu)先級顧客的等待時間進行了分析，發(fā)現(xiàn)銀行的營業(yè)網(wǎng)點可以通過選擇具有較高服務率的服務人員和增加服務臺的數(shù)量來減少優(yōu)先級顧客的等待時間，優(yōu)化營業(yè)網(wǎng)點的服務能力。但是這些措施都會增加銀行營業(yè)網(wǎng)點的服務成本，降低銀行的盈利水平。然后在M/M/1和M/M/s模型的基礎上加入了營業(yè)成本這一因素重新分析，并根據(jù)延遲成本理論將優(yōu)先級顧客的等待時間成本化，得到優(yōu)先級顧客的等待時間成本；最后將這兩部分成本合并，得到以成本最小為目的的銀行營業(yè)網(wǎng)點優(yōu)先級顧客服務能力決策模型。 對于得到的服務能力決策模型，本文利用實際收集到的數(shù)據(jù)，采用仿真的方法，對優(yōu)先級顧客的到達率，優(yōu)先級顧客所能容忍的最大排隊人數(shù)，等待時間的成本系數(shù)等指標進行了靈敏度分析，得到了銀行的營業(yè)網(wǎng)點在不同的服務規(guī)則下優(yōu)化服務能力時所需要重點考慮的指標。同時將仿真的結果與之前只考慮優(yōu)先級顧客等待時間的優(yōu)化措施相比較，表明了銀行管理者在針對優(yōu)先級顧客服務能力決策時，需要同時考慮顧客、服務質量和服務成本這三個因素，才更有可能實現(xiàn)利潤最大時的服務能力，使得銀行保持競爭優(yōu)勢。
[Abstract]:For service enterprises, the aim of maximizing profits can be realized by adjusting the service ability, so that they are in the leading position in the fierce industry competition. However, there are many factors that affect the service capability, including customer, service quality, service cost, service pricing, service equipment and so on. Therefore, service enterprises must choose appropriate factors to adjust according to their own characteristics. Only with the minimum investment can the enterprise reach the service ability when the profit is maximized. As a representative service enterprise, the bank can optimize the service ability by adjusting the influence factors of the service ability, which is especially evident in the bank's business network. However, many banks only pay attention to customer and service quality while neglecting their own service cost, which leads managers to take a lot of adjustment measures, but not achieve the desired effect. This paper attempts to construct a decision model of service capacity based on the in-depth analysis of customers, service quality and service cost, which includes priority customers. The waiting time in the service quality and the operating cost in the service cost are three factors, and the simulation experiment is carried out to help the managers of the bank to make the decision on the service ability of the bank's business network. In the process of constructing the model, firstly, according to the research results of domestic and foreign scholars, the priority customer of the bank is determined as the representative of the customer. Then through the analysis of the research conclusions of domestic and foreign scholars and the questionnaire survey on the spot, it is determined that the factor of waiting time is the biggest influence on the service ability of the bank's online store. Finally, the business cost is defined as the representative of service cost in the decision model of service ability by means of activity-based costing. In the model analysis, the waiting time of priority customers is analyzed by using the M / M / 1 and M / M / s models of queuing theory. It is found that bank outlets can reduce the waiting time of priority customers by selecting service personnel with high service rate and increasing the number of service desks, and optimize the service capacity of business outlets. However, these measures will increase the service costs of bank outlets and reduce bank profitability. Then based on the model of M / M / 1 and M / M / s, the operating cost is re-analyzed, and the waiting time cost of the priority customer is transformed into the waiting time cost of the priority customer according to the delay cost theory, and the waiting time cost of the priority customer is obtained. Finally, by combining these two parts of cost, a decision model of priority customer service ability of bank operating network is obtained, which aims at minimum cost. For the decision model of service ability, this paper uses the data collected in practice, adopts the method of simulation, to the arrival rate of priority customers and the maximum queue number that priority customers can tolerate. Based on the sensitivity analysis of the cost coefficient of waiting time, the key indexes to be considered in the optimization of service capacity under different service rules are obtained. At the same time, the simulation results are compared with the previous optimization measures which only consider the waiting time of priority customers. It shows that bank managers need to consider customers when they make decisions on priority customers' service ability. The service quality and the service cost are the three factors that make the bank more likely to realize the service ability when the profit is maximized and make the bank keep the competitive advantage.
【學位授予單位】：杭州電子科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.3

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本文編號：2089240