發(fā)布時間：2018-04-02 11:38

  本文選題：市場競爭　切入點：客戶滿意度　出處：《華東理工大學》2017年碩士論文

【摘要】：隨著市場競爭的日益激烈,客戶的有效管理成為企業(yè)持續(xù)發(fā)展非常重要的課題,而客戶滿意度關鍵因素的研究是企業(yè)進行有效客戶管理,提高客戶滿意度和品牌忠誠度的基礎和根據。特別在一個成熟的工業(yè)品制造市場,市場競爭不斷加劇,行業(yè)利潤不斷下降,企業(yè)想利用有限的資源投入,最低的成本來盡可能多的提高客戶滿意度來盡量的留住客戶。M公司經過10多年的發(fā)展在集裝箱市場取得了絕對的市場領先位置,然而隨著競爭的加劇,利潤不斷下滑,加上競爭對手的步步緊逼,M公司急于通過最小的投資來有效提高客戶滿意度以維持目前的市場份額。這樣一來,找出影響目前客戶滿意度關鍵因素對于客戶滿意度提升策略研究就變的十分重要。本文研究了首先分析總結了國內外關于客戶滿意度的研究方法,然后通過行業(yè)專家訪談,M公司歷史投訴分析及結合個人多年的從業(yè)經驗大致確認了12項影響客戶滿意度的因素,通過問卷調查收集了M公司目前所有客戶總滿意度及各因素滿意度的數據,基于這些數據,首先分析了客戶總滿意度同產品總滿意度,服務總滿意度,價值總滿意度之間的線性回歸關系確認這三個因素對于客戶滿意度的影響程度,然后分別采用多元回歸法分析了產品總滿意度,價值總滿意度及服務總滿意度同各子因子之間的線性關系,最終找出了影響M公司客戶滿意度的最關鍵性的六大因素并對所有影響因素進行了重要性的排序。最后,對M公司客戶滿意度提升策略給出了初步性的建議。
[Abstract]:With the increasingly fierce market competition, the effective management of customers has become a very important issue for the sustainable development of enterprises, and the key factor of customer satisfaction is the effective customer management. The basis and basis for improving customer satisfaction and brand loyalty. Especially in a mature industrial product manufacturing market, market competition is increasing, industry profits are declining, and enterprises want to use limited resources to invest, The lowest cost to improve customer satisfaction as much as possible to retain customers. After more than 10 years of development, the company has achieved absolute market leadership in the container market. However, with the intensification of competition, profits continue to decline. Add to this the firm's rush to increase customer satisfaction with minimal investment in order to maintain its current market share. It is very important to find out the key factors influencing customer satisfaction. Firstly, this paper analyzes and summarizes the research methods of customer satisfaction both at home and abroad. Then, through an interview with industry experts, the author analyzes the historical complaints of M Company and confirms the 12 factors that affect customer satisfaction by combining with personal experience for many years. This paper collects the data of all customers' total satisfaction and various factors' satisfaction by questionnaire. Based on these data, the author first analyzes the total customer satisfaction, the total product satisfaction, the total service satisfaction, the total customer satisfaction, the total service satisfaction, the total customer satisfaction and the service satisfaction. The linear regression relationship between total value satisfaction confirms the influence of these three factors on customer satisfaction, and then analyzes the total product satisfaction by using multiple regression method. The linear relationship between total value satisfaction, total service satisfaction and various sub-factors, and finally find out the most critical six factors that affect M company customer satisfaction and rank the importance of all the influencing factors. This paper gives some preliminary suggestions on customer satisfaction promotion strategy of M Company.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F279.26

【參考文獻】

相關期刊論文 前10條

1 苑世梅;陳來;周露;;民營物流企業(yè)客戶價值評價指標體系研究[J];物流科技;2013年10期

2 陳軍須;李穎;王艷麗;都繼萌;;郵政速遞物流企業(yè)核心競爭力構建模式研究[J];物流技術;2013年11期

3 谷再秋;方e，

本文編號：1700261