本文選題：顧客滿意度 + 顧客滿意度測評(píng)�。� 參考：《上海外國語大學(xué)》2014年碩士論文

【摘要】：近幾年，伴隨著整個(gè)中國的電影產(chǎn)業(yè)的飛速發(fā)展，中國連鎖影院數(shù)量和規(guī)模都登上了一個(gè)新的臺(tái)階，連鎖影城的競爭日趨激烈，其“軟實(shí)力”已經(jīng)逐漸被更多企業(yè)所重視。目前，越來越多地連鎖影院已經(jīng)把更多的注意力集中在軟性的顧客服務(wù)差異化的戰(zhàn)略上，而本文建立的“連鎖影院顧客滿意度”分析模型,填補(bǔ)了連鎖影院行業(yè)中對(duì)于顧客滿意度分析研究方面的理論空白，為X連鎖影院公司在整個(gè)中國市場顧客滿意度的提升和完善提出建設(shè)性的建議，在一定程度上促進(jìn)了連鎖影院行業(yè)服務(wù)品牌建設(shè)的發(fā)展，進(jìn)一步深化了連鎖影院行業(yè)服務(wù)品牌理論研究。 本文以X連鎖影院為研究對(duì)象，運(yùn)用了相關(guān)專業(yè)的顧客滿意度測評(píng)模型，對(duì)于該連鎖影院目前的服務(wù)水平進(jìn)行了一定樣本量的滿意度測評(píng)，通過數(shù)據(jù)的反饋情況，診斷出目前X連鎖影院整體滿意度的狀況處于中上的水平，相比其它競爭影院之間的滿意度差分值之間的距離不是特別明顯，在硬件服務(wù)上存在一定的差距，在軟性服務(wù)上存在不太明顯的優(yōu)勢(shì)，建議X連鎖影院在今后戰(zhàn)略制定中考慮增加服務(wù)差異化戰(zhàn)略的方向，成為中國連鎖影院行業(yè)中的服務(wù)領(lǐng)跑者。 本文研究的主要內(nèi)容包括對(duì)于顧客滿意度等相關(guān)理論和測評(píng)體系的理論進(jìn)行分析和研究，采拾相關(guān)支撐理論。對(duì)全文的研究背景和理論意義的進(jìn)行闡述，，同時(shí)結(jié)合目前中國連鎖影院行業(yè)的發(fā)展現(xiàn)狀，通過小組座談以及門店店長的訪談對(duì)于問卷的設(shè)計(jì)進(jìn)行定性，科學(xué)地建立八階段模型的測評(píng)模型，對(duì)X外資連鎖影院在中國消費(fèi)者人群中進(jìn)行調(diào)研和數(shù)據(jù)分析，從而導(dǎo)出目前為止該公司在整個(gè)中國市場的顧客滿意度的現(xiàn)狀。同時(shí)通過滿意度測評(píng)中的顧客相關(guān)數(shù)據(jù)進(jìn)行對(duì)于影院華東、華北以及東北的顧客市場進(jìn)行細(xì)分，通過數(shù)據(jù)的科學(xué)分析找到X連鎖影院在三個(gè)區(qū)域的主要目標(biāo)市場，從而又針對(duì)性地進(jìn)行相關(guān)服務(wù)戰(zhàn)略的定制。 本文通過四分圖模型對(duì)于X連鎖影院與競爭影院之間的差距進(jìn)行權(quán)重比較，找出該公司急需改進(jìn)的差距點(diǎn)，為X連鎖影院公司的差異化服務(wù)戰(zhàn)略提供數(shù)據(jù)支撐。根據(jù)整個(gè)調(diào)研得出的結(jié)果制定了相關(guān)的影城顧客滿意度指標(biāo)體系，就X外資連鎖影院公司在整個(gè)中國市場上的發(fā)展戰(zhàn)略提出相關(guān)的建議和前景展望。
[Abstract]:In recent years, with the rapid development of China's film industry, the number and scale of Chinese chain cinemas have climbed to a new level. The competition of chain cinemas has become increasingly fierce, and its "soft power" has been gradually attached importance to by more and more enterprises. At present, more and more chain theaters have paid more attention to the strategy of soft customer service differentiation. It fills the theoretical gap in the analysis of customer satisfaction in chain cinema industry, and puts forward constructive suggestions for the improvement and improvement of customer satisfaction of X chain cinema company in the whole Chinese market. To some extent, it promotes the development of service brand construction in chain cinema industry, and further deepens the theoretical study of service brand in chain cinema industry. This article takes X chain cinema as the research object, uses the related professional customer satisfaction evaluation model, has carried on the certain sample quantity satisfaction evaluation to the chain cinema current service level, through the data feedback situation, The diagnosis shows that the overall satisfaction of X chain cinema is at the middle and upper level, compared with other competing cinemas, the distance between the satisfaction difference is not particularly obvious, there is a certain gap in hardware services. There are not obvious advantages in soft service. It is suggested that X chain cinema should consider the direction of increasing service differentiation strategy in the future strategy formulation and become the service leader in Chinese chain cinema industry. The main contents of this paper include the analysis and study of the related theories such as customer satisfaction and the theory of evaluation system. The research background and theoretical significance of the full text are expounded. At the same time, combined with the current development situation of chain cinema industry in China, the questionnaire is designed qualitatively through group discussions and store manager interviews. The evaluation model of eight stages model is established scientifically, and the investigation and data analysis of X foreign capital chain cinema are carried out among the Chinese consumers, and the present situation of customer satisfaction of the company in the whole Chinese market is derived. At the same time, the customer market in East China, North China and Northeast of China is subdivided by customer related data in satisfaction evaluation, and the main target market of X chain cinema in three regions is found through scientific analysis of the data. Therefore, the customization of relevant service strategy is carried out pertinently. This paper compares the weight of the gap between X chain cinema and competitive cinema by using the quadrilateral graph model, finds out the gap point that the company urgently needs to improve, and provides the data support for the differentiation service strategy of X chain cinema company. According to the results of the whole investigation, this paper formulates the related index system of customer satisfaction, and puts forward some suggestions and prospects for the development strategy of X foreign chain cinema company in the whole Chinese market.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J946

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本文編號(hào)：2091113