ST物流公司的客戶忠誠實現(xiàn)研究
發(fā)布時間：2019-05-23 08:34
【摘要】：面對世界經(jīng)濟發(fā)展緩慢的外部壓力和經(jīng)濟發(fā)展方式轉(zhuǎn)變的內(nèi)在需求,物流行業(yè)將第三方物流企業(yè)作為現(xiàn)代物流企業(yè)的發(fā)展方向之一,第三方物流的本質(zhì)內(nèi)容是優(yōu)質(zhì)的物流服務(wù),主要為產(chǎn)品生產(chǎn)的制造方和產(chǎn)品的最終用戶提供服務(wù),為供應(yīng)鏈的組織協(xié)調(diào)提供服務(wù)。隨著第三方物流的迅猛發(fā)展,市場競爭日益激烈,獲取客戶資源成為企業(yè)可持續(xù)發(fā)展的爭奪焦點。因此,尋找實現(xiàn)企業(yè)客戶忠誠和途徑是非常緊迫的任務(wù)。通過對第三方物流、客戶關(guān)系管理、關(guān)系營銷、客戶滿意度及客戶忠誠的內(nèi)涵的文獻研究回顧,發(fā)現(xiàn)大部分客戶忠誠實現(xiàn)的研究主要集中于服務(wù)行業(yè)中的零售業(yè)、電子產(chǎn)品、餐營業(yè)與電子商務(wù)等行業(yè),對第三方物流行業(yè)的研究非常少見。同時,將服務(wù)質(zhì)量、客戶關(guān)系管理和關(guān)系營銷融合,構(gòu)建一個完整的客戶忠誠實現(xiàn)架構(gòu),來研究中小型物流企業(yè)客戶忠誠實現(xiàn)的研究領(lǐng)域還存在空白。在客戶滿意度和忠誠度影響因素的研究基礎(chǔ)上,本研究進行了拓展,為后續(xù)的研究奠定理論基礎(chǔ)。論文首先研究了第三方物流企業(yè)的內(nèi)涵和特征,并分別根據(jù)客戶關(guān)系管理理論、關(guān)系營銷理論、客戶滿意度理論和客戶忠誠理論進行整理,將第三方物流企業(yè)的客戶忠誠分為態(tài)度忠誠與行為忠誠兩個維度。同時結(jié)合ST物流企業(yè)的實際情況,構(gòu)建出中小型物流企業(yè)實現(xiàn)客戶忠誠的整體架構(gòu),由服務(wù)質(zhì)量、客戶關(guān)系管理及關(guān)系營銷三部分組成,在提升客戶滿意的基礎(chǔ)上實現(xiàn)客戶態(tài)度忠誠,再結(jié)合客戶關(guān)系與客戶價值的感知,進而實現(xiàn)客戶行為忠誠。經(jīng)過研究得出如下結(jié)論:(1)“以客戶為中心”的服務(wù)質(zhì)量是客戶忠誠的實現(xiàn)基礎(chǔ),客戶的價值是第三方物流企業(yè)所提供的客戶效用與客戶付出成本的比值,以客戶為中心的服務(wù)理念和服務(wù)質(zhì)量存在正相關(guān)關(guān)系,企業(yè)樹立以客戶為中心的服務(wù)理念,就能提高服務(wù)質(zhì)量,提升客戶的感知服務(wù)質(zhì)量、感知價值,提升客戶的服務(wù)滿意度,進而提升客戶的忠誠度。(2)注重客戶關(guān)系價值的培育是第三方物流企業(yè)的客戶忠誠度的實現(xiàn)的重要保障,因為關(guān)系能夠使第三方物流企業(yè)對客戶的服務(wù)成為可預(yù)期的、令人放心的,同時第三方物流企業(yè)在關(guān)系中的適應(yīng)、學(xué)習(xí),可能會產(chǎn)生新的服務(wù)解決方案。在關(guān)系價值的形成過程中,承諾和保證是關(guān)系價值的重要創(chuàng)造因素,因此對顧客價值、轉(zhuǎn)換成本、顧客潛在價值進行承諾和保證能提升客戶的忠誠度。(3)第三方物流企業(yè)的客戶需求是多維度的,對客戶的需求理解不是服務(wù)的本身,而是客戶所遇到的問題,應(yīng)從替客戶解決問題的導(dǎo)向從“全產(chǎn)業(yè)鏈、全生命周期、全過程”視角滿足客戶需求的完整性,為第三方物流企業(yè)提供定制化的服務(wù),提升客戶的忠誠度。
[Abstract]:In the face of the external pressure of the slow development of the world economy and the internal demand of the transformation of the mode of economic development, the logistics industry takes the third party logistics enterprise as one of the development directions of the modern logistics enterprise, and the essential content of the third party logistics is the high quality logistics service. Mainly for the manufacturer of the product and the end-user of the product, for the organization and coordination of the supply chain to provide services. With the rapid development of third party logistics, the market competition is becoming more and more fierce, and obtaining customer resources has become the focus of enterprise sustainable development. Therefore, it is a very urgent task to find ways to realize enterprise customer loyalty. Through the literature review of the connotation of third party logistics, customer relationship management, relationship marketing, customer satisfaction and customer loyalty, it is found that most of the research on the realization of customer loyalty mainly focuses on retailing and electronic products in the service industry. Food business and e-commerce and other industries, the third party logistics industry research is very rare. At the same time, there is still a blank in the research field of customer loyalty realization of small and medium-sized logistics enterprises by combining service quality, customer relationship management and relationship marketing, and constructing a complete implementation framework of customer loyalty. On the basis of the research on the influencing factors of customer satisfaction and loyalty, this study has been expanded to lay a theoretical foundation for the follow-up research. Firstly, this paper studies the connotation and characteristics of the third party logistics enterprises, and arranges them according to the theory of customer relationship management, the theory of relationship marketing, the theory of customer satisfaction and the theory of customer loyalty. The customer loyalty of third party logistics enterprises is divided into two dimensions: attitude loyalty and behavior loyalty. At the same time, combined with the actual situation of ST logistics enterprises, the overall structure of small and medium-sized logistics enterprises to realize customer loyalty is constructed, which is composed of three parts: service quality, customer relationship management and relationship marketing. On the basis of improving customer satisfaction, customer attitude loyalty is realized, and then customer behavior loyalty is realized by combining customer relationship and customer value perception. The conclusions are as follows: (1) the service quality of "customer-centered" is the basis of customer loyalty, and the value of customers is the ratio of customer utility provided by third-party logistics enterprises to the cost paid by customers. There is a positive correlation between customer-centered service concept and service quality. The establishment of customer-centered service concept can improve service quality, improve customer perceived service quality, perceived value, and improve customer service satisfaction. And then enhance customer loyalty. (2) paying attention to the cultivation of customer relationship value is an important guarantee for the realization of customer loyalty of third-party logistics enterprises, because the relationship can make the service of third-party logistics enterprises to customers be predictable. Reassuring, at the same time, third-party logistics enterprises in the relationship adaptation, learning, may lead to new service solutions. In the process of forming the relationship value, commitment and guarantee are the important creative factors of the relationship value, so to the customer value, the conversion cost, Customer potential value commitment and guarantee can enhance customer loyalty. (3) the customer demand of the third party logistics enterprise is multi-dimensional, the understanding of customer demand is not the service itself, but the problem encountered by the customer. From the perspective of "whole industrial chain, whole life cycle, whole process", we should meet the integrity of customer demand from the perspective of problem solving for customers, provide customized service for third party logistics enterprises, and enhance customer loyalty.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F259.23
本文編號：2483751
[Abstract]:In the face of the external pressure of the slow development of the world economy and the internal demand of the transformation of the mode of economic development, the logistics industry takes the third party logistics enterprise as one of the development directions of the modern logistics enterprise, and the essential content of the third party logistics is the high quality logistics service. Mainly for the manufacturer of the product and the end-user of the product, for the organization and coordination of the supply chain to provide services. With the rapid development of third party logistics, the market competition is becoming more and more fierce, and obtaining customer resources has become the focus of enterprise sustainable development. Therefore, it is a very urgent task to find ways to realize enterprise customer loyalty. Through the literature review of the connotation of third party logistics, customer relationship management, relationship marketing, customer satisfaction and customer loyalty, it is found that most of the research on the realization of customer loyalty mainly focuses on retailing and electronic products in the service industry. Food business and e-commerce and other industries, the third party logistics industry research is very rare. At the same time, there is still a blank in the research field of customer loyalty realization of small and medium-sized logistics enterprises by combining service quality, customer relationship management and relationship marketing, and constructing a complete implementation framework of customer loyalty. On the basis of the research on the influencing factors of customer satisfaction and loyalty, this study has been expanded to lay a theoretical foundation for the follow-up research. Firstly, this paper studies the connotation and characteristics of the third party logistics enterprises, and arranges them according to the theory of customer relationship management, the theory of relationship marketing, the theory of customer satisfaction and the theory of customer loyalty. The customer loyalty of third party logistics enterprises is divided into two dimensions: attitude loyalty and behavior loyalty. At the same time, combined with the actual situation of ST logistics enterprises, the overall structure of small and medium-sized logistics enterprises to realize customer loyalty is constructed, which is composed of three parts: service quality, customer relationship management and relationship marketing. On the basis of improving customer satisfaction, customer attitude loyalty is realized, and then customer behavior loyalty is realized by combining customer relationship and customer value perception. The conclusions are as follows: (1) the service quality of "customer-centered" is the basis of customer loyalty, and the value of customers is the ratio of customer utility provided by third-party logistics enterprises to the cost paid by customers. There is a positive correlation between customer-centered service concept and service quality. The establishment of customer-centered service concept can improve service quality, improve customer perceived service quality, perceived value, and improve customer service satisfaction. And then enhance customer loyalty. (2) paying attention to the cultivation of customer relationship value is an important guarantee for the realization of customer loyalty of third-party logistics enterprises, because the relationship can make the service of third-party logistics enterprises to customers be predictable. Reassuring, at the same time, third-party logistics enterprises in the relationship adaptation, learning, may lead to new service solutions. In the process of forming the relationship value, commitment and guarantee are the important creative factors of the relationship value, so to the customer value, the conversion cost, Customer potential value commitment and guarantee can enhance customer loyalty. (3) the customer demand of the third party logistics enterprise is multi-dimensional, the understanding of customer demand is not the service itself, but the problem encountered by the customer. From the perspective of "whole industrial chain, whole life cycle, whole process", we should meet the integrity of customer demand from the perspective of problem solving for customers, provide customized service for third party logistics enterprises, and enhance customer loyalty.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F259.23
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