本文選題：辦公家具 + 銷售服務(wù)��； 參考：《南京林業(yè)大學》2013年碩士論文

【摘要】：近幾年，眾多國際知名品牌和東南亞國家的辦公家具商開始爭搶中國市場，市場競爭加劇，辦公家具企業(yè)數(shù)量迅速增加，伴隨著顧客對辦公家具企業(yè)服務(wù)質(zhì)量要求的日益提高，中國辦公家具行業(yè)的市場壓力不斷加大，企業(yè)迫切需要一種有效的方法來贏得更大的競爭優(yōu)勢。目前，全球的商業(yè)環(huán)境正在進入一個以“顧客滿意"為中心的經(jīng)營時代，企業(yè)能否使顧客在消費過程中獲得滿意，是企業(yè)將自己生產(chǎn)的產(chǎn)品和服務(wù)轉(zhuǎn)化為收入和利潤，在競爭中取得比較競爭優(yōu)勢的關(guān)鍵。 本研究以凡是產(chǎn)生購買或者參與購買辦公家具的人群為主要研究對象，探討辦公家具企業(yè)的銷售服務(wù)品質(zhì)和顧客滿意度，并進一步探討二者間的關(guān)聯(lián)性，期望能給企業(yè)的管理者提供可參考的意見與建議。本文通過數(shù)據(jù)分析得出以下結(jié)論： （1）就整體而言，顧客對辦公家具企業(yè)銷售服務(wù)品質(zhì)的期望和實際認知間有顯著差異； （2）顧客對辦公家具企業(yè)銷售服務(wù)品質(zhì)以下四項服務(wù)屬性的重視度遠高于實際滿意度，，管理者應(yīng)迅速反應(yīng)，加大投入，有效改善：“擁有產(chǎn)品豐富、陳列精美的展示大廳，且交通方便”、“即時供貨、迅速安裝，不出現(xiàn)拖延工期的情況”、“售后維修、補貨能夠迅速反應(yīng)，且效率高、態(tài)度好”、“主動了解顧客使用情況，關(guān)注后續(xù)售后服務(wù)”。 （3）顧客人口統(tǒng)計變量中除了性別對服務(wù)品質(zhì)的有形性、可靠性、反應(yīng)性、保障性、關(guān)懷性五個品質(zhì)構(gòu)面無顯著差異外，年齡、教育程度、所屬部門和年收入均對不同的服務(wù)品質(zhì)構(gòu)面有顯著差異。 （4）顧客人口統(tǒng)計變量中除了性別、年齡外，教育程度、所屬部門和年收入對顧客整體滿意度有顯著差異。 （5）依據(jù)相關(guān)性分析結(jié)果顯示，服務(wù)品質(zhì)的有形性、可靠性、反應(yīng)性、保障性、關(guān)懷性五個品質(zhì)構(gòu)面的滿意程度均與整體滿意度呈顯著相關(guān)，表示它們對整體顧客滿意度都是正影響關(guān)系。 顧客滿意是企業(yè)戰(zhàn)勝競爭對手的最好手段，是企業(yè)取得長期成功的必要條件，提供顧客滿意的銷售服務(wù)是辦公家具企業(yè)工作重點。結(jié)合市場調(diào)研的數(shù)據(jù)分析結(jié)果，本文對辦公家具企業(yè)的管理者提出以下建議以提高辦公家具企業(yè)的銷售服務(wù)品質(zhì)及顧客滿意度：1）加強主動服務(wù)意識；2）加強時間觀念；3）加強工時效率；4）加強品質(zhì)保證；5）加強有形展示效果；6）加強內(nèi)部團隊力量；7）加強“顧客滿意”企業(yè)文化；8）加強微笑服務(wù)與顧客投訴處理。
[Abstract]:In recent years, many well-known international brands and office furniture vendors in Southeast Asian countries have begun to compete for the Chinese market. The market competition has intensified, and the number of office furniture enterprises has increased rapidly, with the increasing demands of customers on the service quality of office furniture enterprises. Chinese office furniture industry is under increasing market pressure, enterprises urgently need an effective method to win a greater competitive advantage. At present, the global business environment is entering a "customer satisfaction" as the center of the business era, whether the enterprise can make customers satisfied in the process of consumption, is that the enterprise will produce their own products and services into income and profits. The key to a comparative competitive advantage in competition. This study takes the people who buy or participate in the purchase of office furniture as the main research object, discusses the sales service quality and customer satisfaction of the office furniture enterprises, and further discusses the relationship between the two. It is expected to provide the management of the enterprise with the advice and suggestions for reference. This paper draws the following conclusions through data analysis: 1) on the whole, there are significant differences between customers' expectation of sales service quality of office furniture enterprises and actual cognition; Customers attach much more importance to the following four service attributes of sales service quality of office furniture enterprises than their actual satisfaction. Managers should react quickly, increase their input and improve effectively: "having a showroom with rich products and exquisite display," And convenient transportation "," the instant supply, the prompt installation, does not appear to delay the time limit situation "," after sale maintenance, the replenishment can react quickly, and the efficiency is high, the attitude is good "," "the initiative understands the customer use situation, pays close attention to the follow-up after-sales service." (3) in the demographic variables of customer, there is no significant difference in the quality of service among the five factors: materiality, reliability, reactivity, indemnity and solicitude, age, educational level, etc. There are significant differences in quality of service between departments and annual income. In addition to gender, age, education level, department and annual income, there are significant differences in customer satisfaction. 5) according to the results of correlation analysis, the results showed that the satisfaction degree of the five quality facets of service quality were significantly related to the overall satisfaction degree, such as: tangible, reliable, reactive, supportability and solicitude. Indicates that their overall customer satisfaction is a positive relationship. Customer satisfaction is the best means for an enterprise to defeat its competitors and is a necessary condition for its long-term success. It is the focus of office furniture enterprise to provide customer satisfied sales service. Combined with the data analysis results of market research, This paper puts forward the following suggestions to the managers of the office furniture enterprises to improve the sales service quality and customer satisfaction of the office furniture enterprises (1) to strengthen the sense of active service (2) to strengthen the concept of time (3) to strengthen the man-hour efficiency and 4) to strengthen the quality assurance. 5) strengthen the visible display effect 6) strengthen the internal team strength 7) strengthen the "customer satisfaction" corporate culture 8) strengthen the smile service and customer complaint processing.
【學位授予單位】：南京林業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.88

【參考文獻】

相關(guān)期刊論文 前6條

1 劉建新;陳雪陽;;國外服務(wù)品質(zhì)研究及其啟示[J];北京工商大學學報(社會科學版);2007年05期

2 徐明,于君英;SERVQUAL標尺測量服務(wù)質(zhì)量的應(yīng)用研究[J];工業(yè)工程與管理;2001年06期

3 ;中國家具業(yè)面臨新的選擇[J];家具;1999年04期

4 范秀成,羅海成;基于顧客感知價值的服務(wù)企業(yè)競爭力探析[J];南開管理評論;2003年06期

5 姚海濤;中國家具企業(yè)提升國際市場競爭力之策[J];企業(yè)經(jīng)濟;2004年09期

6 凌建勛,凌文輇;醫(yī)院服務(wù)品質(zhì)衡量指標的構(gòu)建[J];中國衛(wèi)生事業(yè)管理;2002年11期

本文編號：1783344