本文關(guān)鍵詞：基于顧客價(jià)值的SE公司顧客滿意度研究　出處：《中國海洋大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著市場(chǎng)環(huán)境的變化，顧客滿意度的研究范疇已經(jīng)跨越了傳統(tǒng)的服務(wù)產(chǎn)業(yè)，逐漸向其他領(lǐng)域擴(kuò)展。在能源產(chǎn)業(yè)，隨著傳統(tǒng)能源的日益消耗，以電氣、風(fēng)能、太陽能等為代表新能源行業(yè)逐漸發(fā)展起來。作為電氣行業(yè)的領(lǐng)軍企業(yè)，SE公司需要應(yīng)對(duì)更復(fù)雜的經(jīng)營環(huán)境，如何提高顧客滿意度，占據(jù)市場(chǎng)主導(dǎo)地位，是一個(gè)重要課題。顧客是企業(yè)的巨大財(cái)富，是企業(yè)生存與發(fā)展的根本。針對(duì)電氣行業(yè)的特點(diǎn)，SE公司要通過提供優(yōu)質(zhì)的服務(wù)促成顧客的重復(fù)購買，增加市場(chǎng)份額，從而更有利于提升企業(yè)核心競(jìng)爭力，，創(chuàng)造競(jìng)爭優(yōu)勢(shì)。 本文研究的主要目的就是從顧客價(jià)值分析出發(fā),通過對(duì)顧客滿意的系統(tǒng)研究,揭示SE公司顧客滿意度的關(guān)鍵驅(qū)動(dòng)因素,并以此為依據(jù)深入分析影響顧客滿意度的原因，提出提高顧客滿意度的有效途徑,鞏固顧客資源。同時(shí)，用相應(yīng)的研究成果指導(dǎo)公司實(shí)踐,提高企業(yè)長期獲利能力，增強(qiáng)企業(yè)競(jìng)爭實(shí)力。目前，SE公司既面臨著電氣產(chǎn)品同質(zhì)化的困境，服務(wù)等方面還存在著缺陷，需要仔細(xì)剖析顧客需求、服務(wù)內(nèi)容和途徑，制定有效的服務(wù)策略，提升顧客價(jià)值以及顧客滿意度。 本研究首先搜集和整理了顧客價(jià)值的概念與構(gòu)成要素的文獻(xiàn)，論述了基于顧客價(jià)值的顧客滿意度的形成，并研究了與此相關(guān)的顧客滿意度、顧客重復(fù)購買意向和顧客忠誠等概念；在此基礎(chǔ)上總結(jié)和歸納前人的研究成果和存在的不足，同時(shí)探求顧客價(jià)值、顧客滿意度和顧客重復(fù)購買之間的關(guān)系，為制定策略提供思路。其次，以SE公司為研究對(duì)象,以顧客價(jià)值為出發(fā)點(diǎn),討論了影響顧客滿意度的主要因素，分析SE公司顧客滿意度管理存在的問題及原因。再次，建立SE公司顧客滿意度的測(cè)評(píng)，確立顧客滿意度測(cè)量指標(biāo)。通過對(duì)調(diào)查問卷數(shù)據(jù)的整理和分析,從顧客滿意度的驅(qū)動(dòng)因素入手詳細(xì)分析了各驅(qū)動(dòng)因素對(duì)顧客滿意度的影響。通過對(duì)顧客滿意度模型的建立,結(jié)合公司的實(shí)際特點(diǎn),選擇了適于此次研究的綜合性顧客滿意度模型,對(duì)公司產(chǎn)品的顧客滿意度進(jìn)行了測(cè)評(píng)和分析。 總之，顧客價(jià)值要素對(duì)顧客滿意度起著重要作用，通過提高目標(biāo)顧客的顧客價(jià)值來提高顧客滿意度是SE公司顧客滿意度管理的重點(diǎn)。本文提出了改善顧客價(jià)值和提高顧客滿意度的策略及改進(jìn)方案，借以對(duì)SE公司的市場(chǎng)營銷管理提供有意義的借鑒。
[Abstract]:With the change of the market environment, the research field of customer satisfaction has crossed the traditional service industry, and gradually expanded to other fields. In the energy industry, with the increasing consumption of traditional energy, to electricity, wind energy. As the leading enterprise in the electrical industry, SE needs to deal with more complex business environment, how to improve customer satisfaction and occupy a dominant position in the market. Customers are the great wealth of enterprises and the basis of their survival and development. According to the characteristics of the electrical industry, SE companies should promote the repeated purchase of customers by providing quality services. Increase market share, thus more conducive to enhance the core competitiveness of enterprises, create competitive advantages. The main purpose of this paper is to reveal the key driving factors of SE company customer satisfaction through systematic research on customer satisfaction from customer value analysis. And on the basis of in-depth analysis of the reasons affecting customer satisfaction, this paper puts forward an effective way to improve customer satisfaction and consolidate customer resources. At the same time, we use the corresponding research results to guide the practice of the company. To improve the long-term profitability of enterprises and enhance the competitive strength of enterprises. At present, SE Company is facing the dilemma of homogenization of electrical products, service and other aspects of defects, needs to be carefully analyzed customer needs. Service content and approach, formulate effective service strategy, improve customer value and customer satisfaction. This study first collects and collates the concept of customer value and the elements of the literature, discusses the formation of customer satisfaction based on customer value, and studies the related customer satisfaction. The concept of repeated purchase intention and customer loyalty; On this basis summarized and summarized the previous research results and shortcomings while exploring the relationship between customer value customer satisfaction and customer repeat purchase to provide ideas for the formulation of strategies. Taking SE Company as the research object and taking customer value as the starting point, this paper discusses the main factors affecting customer satisfaction, and analyzes the problems and causes of customer satisfaction management in SE Company. Establish SE company customer satisfaction evaluation, establish customer satisfaction measurement index. Through the questionnaire data collation and analysis. Starting from the driving factors of customer satisfaction, this paper analyzes the influence of each driving factor on customer satisfaction in detail. Through the establishment of customer satisfaction model, combined with the actual characteristics of the company. A comprehensive customer satisfaction model suitable for this study was selected to evaluate and analyze the customer satisfaction of the company's products. In short, customer value factors play an important role in customer satisfaction. To improve customer satisfaction by improving the customer value of target customers is the key of customer satisfaction management in SE Company. This paper puts forward strategies and solutions to improve customer value and customer satisfaction. In order to SE company's marketing management to provide meaningful reference.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6

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