【摘要】：市場競爭日趨激烈,顧客成為了企業(yè)爭奪的重要對象；以顧客為導(dǎo)向,向顧客提供優(yōu)質(zhì)的產(chǎn)品與服務(wù),以此追求顧客滿意和顧客忠誠成為了企業(yè)競爭的核心。在此過程中,顧客滿意度的測評與管理逐漸發(fā)展成為企業(yè)的一項(xiàng)重要工作。本文首先介紹了顧客滿意度測評的國內(nèi)外現(xiàn)狀,以及比較分析了眾多廣泛使用的顧客滿意度測評模型方法的優(yōu)缺點(diǎn),發(fā)現(xiàn)這些模型方法通通都繞不過前期的顧客滿意度調(diào)查；然而傳統(tǒng)的顧客滿意度調(diào)查總是存在主觀性強(qiáng)、誤差大、準(zhǔn)確率低、費(fèi)時(shí)費(fèi)力等缺點(diǎn),企業(yè)急需的卻是客觀公正、準(zhǔn)確性高、操作簡便的調(diào)查測評方法。所以本文應(yīng)用了新興的情感分析法加VIKOR多屬性決策模型作為測評方法對B企業(yè)廣州分公司的顧客滿意度進(jìn)行測評研究。情感分析法從顧客的主觀評論中抽取其對B企業(yè)廣州分公司的顧客滿意度的意見,通過特征詞和情感詞語的提取、特征詞詞典和情感詞語詞典的匯編、情感詞語的極性評分、顧客意見關(guān)鍵詞向量的構(gòu)建等一系列方法和步驟的計(jì)算和分析,將顧客的主觀意見轉(zhuǎn)化為了客觀的數(shù)量表達(dá)。緊接著,VIKOR多屬性決策模型通過對屬性特征的權(quán)重計(jì)算和滿意度的衡量,經(jīng)過最大屬性值、最小屬性值、群體效益、個(gè)別遺憾、妥協(xié)解等一系列指標(biāo)的計(jì)算和求解,以及通過判斷準(zhǔn)則的比較與分析,最大化聽取了顧客的群體意見,忽略了個(gè)別顧客的遺憾,求得B企業(yè)廣州分公司的顧客滿意度水平的最終結(jié)論：中山地區(qū)和佛山地區(qū)是B企業(yè)廣州分公司顧客滿意度較高的地區(qū)城市。最后,本文從屬性特征的角度出發(fā)比較分析了B企業(yè)廣州分公司各個(gè)銷售地區(qū)的顧客滿意度水平,指出B企業(yè)若想提高企業(yè)的顧客滿意度,需要重點(diǎn)關(guān)注產(chǎn)品與服務(wù)這兩項(xiàng)屬性特征,注意品牌形象的維護(hù),以及加強(qiáng)物流、財(cái)務(wù)等后勤服務(wù)。本文還對新興的情感分析法所存在的問題和局限性做出了分析和討論,展望情感分析法和VIKOR多屬性決策模型能在日后廣泛便捷地應(yīng)用在各行各業(yè)的顧客滿意度測評研究當(dāng)中。
[Abstract]:The market competition is becoming more and more intense, the customer becomes the important object of the enterprise competition, taking the customer as the direction, providing the high quality product and service to the customer, in order to pursue the customer satisfaction and the customer loyalty has become the core of the enterprise competition. In this process, the evaluation and management of customer satisfaction has gradually become an important work for enterprises. This paper first introduces the current situation of customer satisfaction measurement at home and abroad, and compares and analyzes the advantages and disadvantages of many widely used customer satisfaction evaluation models. However, the traditional customer satisfaction survey always has some shortcomings, such as strong subjectivity, big error, low accuracy, time-consuming and laborious, etc. What enterprises urgently need is an objective, fair, accurate and simple method of investigation and evaluation. So this paper uses the new emotion analysis method and VIKOR multi-attribute decision model as the evaluation method to evaluate the customer satisfaction of Guangzhou Branch of B Enterprise. The emotion analysis method extracts its opinion on customer satisfaction of Guangzhou Branch of Enterprise B from the customer's subjective comments, through the extraction of feature words and emotional words, the compilation of feature words dictionary and affective lexicon, and the polarity score of emotional words. The calculation and analysis of a series of methods and steps, such as the construction of customer opinion keyword vector, transforms the customer's subjective opinion into an objective quantitative expression. Then, the VIKOR multi-attribute decision-making model calculates and solves a series of indexes, such as maximum attribute value, minimum attribute value, group benefit, individual regret, compromise solution and so on. And through the comparison and analysis of the judgment criteria, it maximizes the listening to the group opinion of the customer and neglects the regret of the individual customer. The final conclusion of the customer satisfaction level of Guangzhou Branch of Enterprise B is that Zhongshan and Foshan are the cities with high customer satisfaction in Guangzhou Branch of Enterprise B. Finally, this paper compares and analyzes the customer satisfaction level of each sales area of Guangzhou Branch of Enterprise B from the point of view of attribute characteristics, and points out that if B enterprise wants to improve the customer satisfaction of enterprise, Attention should be paid to the characteristics of product and service, to the maintenance of brand image, and to the logistics, finance and other logistics services. This paper also makes an analysis and discussion on the problems and limitations of the emerging affective analysis method, and looks forward to the prospect that the affective analysis method and the VIKOR multi-attribute decision model can be widely and conveniently applied in the research of customer satisfaction evaluation in various industries in the future.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.8;F274

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