【摘要】：本次報(bào)告介紹了S公司重卡用戶行為及滿意度調(diào)研項(xiàng)目的基本流程,包括實(shí)際調(diào)研方案設(shè)計(jì)、問卷設(shè)計(jì)、數(shù)據(jù)質(zhì)量控制、統(tǒng)計(jì)模型應(yīng)用分析,調(diào)研結(jié)論及建議。其中,本文以用戶使用、購買、更新產(chǎn)品為視角,剖析重卡經(jīng)銷商與售后服務(wù)站在用戶眼中的評(píng)價(jià),更加準(zhǔn)確的提出經(jīng)銷商與服務(wù)站的短板項(xiàng),了解用戶選擇偏好,并試圖提出重卡企業(yè)重要的競(jìng)爭(zhēng)因素,.即銷售服務(wù)與售后服務(wù),通過結(jié)構(gòu)方程模型路徑分析的驗(yàn)證,說明了服務(wù)因素尤其是售后服務(wù)對(duì)用戶滿意度的影響力。 用戶滿意度包含了用戶在產(chǎn)品性能、產(chǎn)品質(zhì)量、銷售服務(wù)、售后服務(wù)的評(píng)價(jià),通過四分圖矩陣模型對(duì)用戶需求的績(jī)效指標(biāo)分析,了解S公司在四個(gè)環(huán)節(jié)的服務(wù)短板、競(jìng)爭(zhēng)優(yōu)勢(shì),同時(shí)通過此次調(diào)研形成企業(yè)有效用戶的大樣本數(shù)據(jù)庫,為今后企業(yè)優(yōu)惠信息推送、服務(wù)量化考察提供了便利的數(shù)據(jù)渠道。
[Abstract]:This report introduces the basic process of S Company's heavy card user behavior and satisfaction survey project, including actual research scheme design, questionnaire design, data quality control, statistical model application analysis, research conclusions and recommendations. Among them, this article takes the user use, the purchase, the renewal product as the angle of view, analyzes the heavy card dealer and the after-sales service station in the user's eye appraisal, puts forward the dealer and the service station deficiency item more accurately, understands the user choice preference, And try to put forward the important competitive factors of heavy card enterprises. That is, sales service and after-sales service, through the verification of structural equation model path analysis, the influence of service factors, especially after-sales service, on customer satisfaction is illustrated. The customer satisfaction includes the evaluation of product performance, product quality, sales service and after-sales service. Through the analysis of the performance index of customer demand by the quartile matrix model, the service deficiency and competitive advantage of S Company in the four links are understood, and the customer satisfaction includes the evaluation of customer performance, product quality, sales service and after-sales service. At the same time, a large sample database of effective users is formed through this survey, which provides a convenient data channel for the promotion of preferential information and the quantitative investigation of service in the future.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.472;F224

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