本文關(guān)鍵詞：功能沙發(fā)顧客滿意度理論與實證研究　出處：《南京林業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來,功能沙發(fā)市場在我國有了快速的發(fā)展,許多軟體企業(yè)紛紛增加了功能沙發(fā)品類,意圖分割這塊蛋糕。如今,顧客已經(jīng)成為企業(yè)間競爭的重要資源,越來越多的企業(yè)將重心放在了維持、保留和吸引顧客上,因為只有搶得了顧客資源才能夠提升企業(yè)的核心競爭力,才能使產(chǎn)品保持高的市場占有率。然而企業(yè)需要顧客保持高的忠誠度,就需要注重顧客滿意度的管理,在這樣的背景下,如何構(gòu)建系統(tǒng)的、成熟的和可操作性強的功能沙發(fā)產(chǎn)品顧客滿意度模型和對應(yīng)的測評指標體系就成為一個亟需研究的問題。本文首先分析了功能沙發(fā)顧客滿意度研究的重要性,并總結(jié)整理了國內(nèi)外顧客滿意度的相關(guān)研究。其次,分析了功能沙發(fā)市場現(xiàn)狀和顧客的消費行為。然后在學(xué)習(xí)經(jīng)典顧客滿意度模型的基礎(chǔ)上構(gòu)建了功能沙發(fā)產(chǎn)品顧客滿意度結(jié)構(gòu)模型、測評指標體系和試驗?zāi)Ｐ�。最�?設(shè)計出功能沙發(fā)產(chǎn)品顧客滿意度調(diào)查問卷,以L品牌功能沙發(fā)顧客為調(diào)查對象,對試驗?zāi)Ｐ瓦M行了探索性研究,運用統(tǒng)計分析法、結(jié)構(gòu)方程模型等方法檢驗了數(shù)據(jù)的信度和指標合理性。從而得到了以下有價值的結(jié)論:(1)探索性模型檢驗合理,最終模型可以作為功能沙發(fā)產(chǎn)品顧客滿意度的測評模型。(2)選取的8個潛在變量和31個觀測變量高度擬合模型,信度和共同度均大于0.7,可作為功能沙發(fā)產(chǎn)品顧客滿意度測評的指標依據(jù)。(2)探索性研究發(fā)現(xiàn),功能沙發(fā)的顧客群主要為34-45歲,平均月收入3000-5000的企業(yè)一般職工,且以女性居多;消費者偏愛的是手動皮質(zhì)功能沙發(fā)。(3)顧客對形象的滿意度為一般到較高之間;產(chǎn)品達到顧客期望的程度為較高;顧客對產(chǎn)品的感知價值為較高,其中,服務(wù)質(zhì)量感知滿意度最高,功能使用質(zhì)量感知滿意度最低;顧客的總體滿意度為一般到較高之間,顧客忠誠度不太大或?qū)ζ放频闹艺\還未形成。
[Abstract]:In recent years, sofa Market in the rapid development of our country, many software enterprises have increased the function of the sofa category, intention of the pie is divided. Now, the customer has become an important resource of competition among enterprises, more and more enterprises will focus on maintaining, retain and attract customers, because only grab the customer resources to enhance the core competitiveness of enterprises, in order to make the products to maintain a high market share. However, enterprises need to maintain a high customer loyalty, we need to pay attention to the management of customer satisfaction, in this context, how to construct the system, mature and operable function sofa products customer satisfaction model and the corresponding the evaluation index system has become an urgent problem. This paper firstly analyzes the importance of customer satisfaction sofa function, and to summarize the domestic and foreign customer Related research on satisfaction. Secondly, analyzes the functional sofa Market Status and customer's consumer behavior. Then based on learning the classic customer satisfaction model is constructed on the sofa products customer satisfaction model, evaluation index system and model test. Finally, design function of sofa products customer satisfaction questionnaire to L brand function the sofa customer survey, conducted an exploratory study on the test model, using statistical analysis method, structural equation modeling and other methods to test the data reliability and rationality index to obtain the following valuable conclusions: (1) exploratory model test is reasonable, the final model can be used as the evaluation model of customer satisfaction function sofa products. (2) a total of 8 latent variables and 31 variables height fitting model, reliability and common degree is greater than 0.7, can be used as functional sofa products customer satisfaction Based on the evaluation index. (2) study found that sofa customer base is mainly 34-45 years old, the average monthly income of the general staff of 3000-5000 enterprises, and mostly women; consumer preference is the manual cortex sofa. (3) customer satisfaction on the image of the general to higher products reached; the high degree of customer expectation; customer perceived value of product is high, the highest quality of service, perceived satisfaction, perceived quality function using the lowest satisfaction; overall customer satisfaction is generally high, customer loyalty is not too large or loyal to the brand has not yet formed.

【學(xué)位授予單位】：南京林業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.88;F713.55

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本文編號：1393095