本文選題：煙草商業(yè)企業(yè)　切入點：顧客滿意度　出處：《貴州財經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：長期以來，由于中國煙草行業(yè)一直處于專賣專營體制保護(hù)下，煙葉的種植與卷煙的供應(yīng)、銷售處于國家計劃指標(biāo)范圍內(nèi)，實質(zhì)上帶有濃厚的計劃經(jīng)濟(jì)特征，以致煙草企業(yè)的市場競爭意識與顧客服務(wù)意識比較薄弱；但隨著中國市場的對外開放，國外的煙草企業(yè)對國內(nèi)市場虎視眈眈，中國煙草行業(yè)面臨著從所未有的市場競爭壓力。因此，我國煙草行業(yè)要想抓住機(jī)會發(fā)展自我、站穩(wěn)腳步，切實提升自身競爭軟實力，就必須重新審視自我、剖析市場、解讀顧客需求，以市場為導(dǎo)向、以服務(wù)顧客為宗旨，轉(zhuǎn)變服務(wù)觀念、梳理服務(wù)內(nèi)容、優(yōu)化服務(wù)流程，全面提升顧客滿意度與顧客忠誠。所以，系統(tǒng)的界定煙草行業(yè)顧客類別，了解顧客需求、明確顧客的滿意度現(xiàn)狀、開展顧客滿意度測評進(jìn)而有針對性的改善服務(wù)、贏得顧客忠誠，，已經(jīng)成為了煙草行業(yè)亟待解決的問題。 本文從煙草商業(yè)企業(yè)顧客滿意度測評的必要性和重要性出發(fā)，首先，在美國顧客滿意度指數(shù)模型ACSI與中國顧客滿意度指數(shù)模型CCSI的綜合指導(dǎo)下，結(jié)合煙草行業(yè)實際情況、充分咨詢了有關(guān)專家及服務(wù)對象的意見及建議，構(gòu)建了煙草商業(yè)企業(yè)五類客戶的顧客滿意度測評指標(biāo)體系，包括卷煙零售戶、煙農(nóng)、工業(yè)企業(yè)、消費者及內(nèi)部員工。其次，對比了幾種顧客滿意度測評方法的優(yōu)劣勢，在對煙草行業(yè)顧客滿意度測評的應(yīng)用還不成熟的基礎(chǔ)上，確定了應(yīng)用模糊綜合評價方法來評價各類顧客的滿意度；并對模糊綜合評價方法的一般應(yīng)用做了詳細(xì)介紹，將其引入到煙草行業(yè)，總結(jié)了煙草商業(yè)企業(yè)顧客滿意度模糊綜合評價方法評價的一般過程。然后，在前面顧客滿意度指標(biāo)體系構(gòu)建的基礎(chǔ)上，根據(jù)不同層級指標(biāo)的特征應(yīng)用不同賦權(quán)方法確定權(quán)重，如對于一、二級非直接測評指標(biāo)，采用德爾菲法與層次分析法綜合確定權(quán)重，對于直接與顧客接觸的末級指標(biāo)采用顧客賦權(quán)法確定指標(biāo)的權(quán)重，以保證權(quán)重確定的科學(xué)合理性；再次，以安順煙草公司為例進(jìn)行實證研究，對應(yīng)顧客滿意度指標(biāo)體系的末級指標(biāo)設(shè)計問卷問題，確定了以李克特量表的方法來量化指標(biāo)；并采用模糊綜合評價法評價各類顧客的滿意程度。最后，對各類顧客的滿意度評價進(jìn)行分析，找出影響其滿意程度的主要因素，分別有針對性的提出提升滿意度的改進(jìn)對策及建議。 本文在科學(xué)的顧客滿意度指數(shù)模型的指導(dǎo)下，全面的構(gòu)建了煙草商業(yè)企業(yè)顧客滿意度指標(biāo)體系，并應(yīng)用成熟的理論及測評模型對顧客滿意度進(jìn)行了評價，進(jìn)而為煙草公司完善服務(wù)，做出決策提供了理論支撐，從而全面提高顧客滿意度與忠誠度；對顧客滿意度理論的實際應(yīng)用與煙草行業(yè)的未來發(fā)展有積極的意義。
[Abstract]:For a long time, because the tobacco industry in China has always been under the protection of the monopoly system, the planting of tobacco leaves and the supply of cigarettes are within the scope of the national plan, and in essence they are characterized by a strong planned economy. As a result, the market competition awareness and customer service awareness of tobacco enterprises are relatively weak; however, with the opening up of the Chinese market, foreign tobacco enterprises are eyeing the domestic market covetously. China's tobacco industry is facing unprecedented market competition pressure. Therefore, if China's tobacco industry wants to seize the opportunity to develop itself, stand firm steps and effectively enhance its own competitive soft power, it must re-examine itself and analyze the market. Interpreting customer demand, market oriented, serving customer as the purpose, changing service concept, combing service content, optimizing service flow, promoting customer satisfaction and customer loyalty in an all-round way. It has become an urgent problem for tobacco industry to understand customer demand, make clear the current situation of customer satisfaction, carry out customer satisfaction evaluation, and then improve service and win customer loyalty. This paper starts from the necessity and importance of customer satisfaction evaluation in tobacco commercial enterprises. Firstly, under the guidance of American customer satisfaction index model (ACSI) and Chinese customer satisfaction index model (CCSI), it combines the actual situation of tobacco industry. The author has fully consulted the opinions and suggestions of relevant experts and clients, and constructed the customer satisfaction evaluation index system of five types of customers in tobacco commercial enterprises, including cigarette retailers, tobacco farmers, industrial enterprises, consumers and internal employees. The advantages and disadvantages of several evaluation methods of customer satisfaction are compared. On the basis of the immature application of customer satisfaction evaluation in tobacco industry, the fuzzy comprehensive evaluation method is used to evaluate the satisfaction of all kinds of customers. The general application of fuzzy comprehensive evaluation method is introduced in detail, introduced to tobacco industry, and the general process of fuzzy comprehensive evaluation method for customer satisfaction of tobacco commercial enterprises is summarized. On the basis of constructing the index system of customer satisfaction in front, different weighting methods are applied to determine the weight according to the characteristics of different levels of indicators. For the first, secondary indirect evaluation index, the Delphi method and AHP are used to determine the weight synthetically. In order to ensure the scientific rationality of the weight determination, the final index directly contact with customers is determined by customer weighting method. Thirdly, taking Anshun Tobacco Company as an example, the empirical study is carried out. According to the final index design questionnaire of customer satisfaction index system, the method of Likert scale is used to quantify the index, and the fuzzy comprehensive evaluation method is used to evaluate the satisfaction degree of all kinds of customers. Finally, This paper analyzes the evaluation of customer satisfaction, finds out the main factors that affect the degree of satisfaction, and puts forward corresponding countermeasures and suggestions to improve the satisfaction. Under the guidance of scientific customer satisfaction index model, this paper constructs a comprehensive customer satisfaction index system of tobacco commercial enterprises, and applies mature theory and evaluation model to evaluate customer satisfaction. Thus, it provides theoretical support for tobacco companies to improve service and make decisions, so as to improve customer satisfaction and loyalty, and has positive significance for the practical application of customer satisfaction theory and the future development of tobacco industry.
【學(xué)位授予單位】：貴州財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.89

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