本文選題：客戶價值 + 客戶滿意�。� 參考：《電子科技大學(xué)》2017年碩士論文

【摘要】：隨著我國國內(nèi)生產(chǎn)總值的逐年遞增,人均收入水平的不斷上漲,因此,高申請成功率的出國留學(xué)成為補充高考升學(xué)的有效途徑,出國浪潮呈現(xiàn)出爆發(fā)式逐年遞增。留學(xué)中介機構(gòu)也在市場環(huán)境和利潤的雙重刺激下,與日俱增,導(dǎo)致市場競爭日趨激烈,競爭的核心方式也由價格戰(zhàn)的單因素競爭轉(zhuǎn)為價格與細化服務(wù)相結(jié)合的全面綜合性較量,競爭的核心也由對市場份額的爭奪轉(zhuǎn)化為對客戶資源的獲取與維護。歸根結(jié)底是以實現(xiàn)客戶滿意為核心,從而獲取更多的客戶資源。C公司作為教育類的服務(wù)型企業(yè),在激烈的市場競爭中,逐步意識到企業(yè)獲得長遠和良性發(fā)展的首要前提,是獲得客戶的滿意和忠誠。然而,C公司在前期經(jīng)營過程中,由于公司成立時間尚短,在公司制度和人員配置及服務(wù)水平等方面存在諸多問題,導(dǎo)致較低的客戶滿意度,造成了一定程度的客戶流失,因此,成都C公司客戶滿意度的研究刻不容緩。本文首先對客戶滿意、客戶忠誠以及客戶滿意度的理論作了概括性論述,其次分析了我國留學(xué)市場的現(xiàn)狀及發(fā)展趨勢,總結(jié)了C公司目前的客戶滿意度現(xiàn)狀,并結(jié)合客戶滿意度的影響因素和相關(guān)理論,采用理論分析與實地調(diào)查相結(jié)合的方法,建立了C公司有效的顧客滿意度測評體系,并根據(jù)該體系制定了客戶滿意度的調(diào)查方案。通過對新老客戶的問卷調(diào)查,對收集的調(diào)查數(shù)據(jù)進行匯總歸納,并運用專家賦權(quán)法和層次分析法對數(shù)據(jù)的有效性、可靠性以及公司整體客戶滿意度和影響顧客滿意度因素的權(quán)重等方面進行了綜合系統(tǒng)的分析,總結(jié)出C公司的服務(wù)現(xiàn)狀和影響顧客滿意度的各種因素,最后根據(jù)調(diào)查數(shù)據(jù)對公司提供的主要產(chǎn)品和服務(wù)質(zhì)量進行系統(tǒng)分析,提出了有助于提升C公司客戶滿意度的有針對性的改進措施。通過建立客戶滿意度測評體系,以及對調(diào)查數(shù)據(jù)的統(tǒng)計分析,使C公司有效的對其提供的產(chǎn)品和服務(wù)進行評價,幫助企業(yè)識別優(yōu)勢項目和劣勢項目,根據(jù)不同的項目制定不同的客戶滿意度提升策略,從而提升公司在將來市場競爭中的優(yōu)勢。
[Abstract]:With the increase of GDP and the rising of per capita income, studying abroad with high successful rate of application becomes an effective way to supplement college entrance examination, and the tide of going abroad is increasing year by year. Under the dual stimulation of the market environment and profits, the study abroad intermediary organizations are increasing with each passing day, resulting in increasingly fierce competition in the market. The core mode of competition has also changed from a single-factor competition in a price war to a comprehensive and comprehensive contest in which prices are combined with refined services. The core of competition is also transformed from the competition for market share to the acquisition and maintenance of customer resources. In the final analysis, it is to realize customer satisfaction as the core, so as to obtain more customer resources. C company as an educational service enterprise, in the fierce market competition, gradually realize the first prerequisite for the long-term and benign development of the enterprise. Is to obtain customer satisfaction and loyalty. However, in the early operating process, due to the short time of the company's establishment, there are many problems in the company's system, staffing and service level, which lead to low customer satisfaction, resulting in a certain degree of customer drain. Chengdu C company customer satisfaction research is urgent. In this paper, firstly, the theories of customer satisfaction, customer loyalty and customer satisfaction are discussed, then the current situation and development trend of Chinese study abroad market are analyzed, and the current customer satisfaction status of C Company is summarized. Combined with the influencing factors and relevant theories of customer satisfaction, the effective customer satisfaction evaluation system of C Company is established by combining theoretical analysis with field investigation, and the investigation scheme of customer satisfaction is established according to this system. Through the questionnaire survey to the new and old customers, the collected data are summarized, and the validity of the data is analyzed by the expert weighting method and the Analytic hierarchy process (AHP). The reliability and the weight of the whole customer satisfaction and the factors influencing customer satisfaction are analyzed systematically, and the service status of C Company and the factors influencing customer satisfaction are summarized. Finally, according to the survey data, the main products and service quality provided by the company are systematically analyzed, and the corresponding improvement measures are put forward to improve the customer satisfaction of C company. Through the establishment of customer satisfaction evaluation system and the statistical analysis of the survey data, C Company can effectively evaluate the products and services it provides, and help enterprises identify their strengths and weaknesses. Develop different customer satisfaction promotion strategies according to different projects to enhance the company's competitive edge in the future.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G648.9;F274

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