【摘要】：目前市場競爭的日趨激烈,客戶競爭已成為競爭的焦點,企業(yè)既要不斷爭取新客戶來提高市場占有率,又要保持現(xiàn)有的客戶以穩(wěn)定市場占有率。只有滿意和忠誠的客戶,企業(yè)才能保持穩(wěn)定的市場。房地產(chǎn)行業(yè)是客戶競爭最激烈的行業(yè)之一,但目前房地產(chǎn)行業(yè)的客戶滿意度卻一直處于較低的水平,消費投訴如物管質(zhì)量差、一房多售、發(fā)布虛假廣告、房產(chǎn)證辦理慢等一系列影響客戶滿意的因素一直困擾著房地產(chǎn)行業(yè)。隨著市場信息透明化,消費者越來越成熟,對房地產(chǎn)企業(yè)的要求也越來越高,房地產(chǎn)公司只有不斷從關注競爭對手轉變?yōu)殛P注客戶,對客戶進行深入地研究及細分,才能通過提高服務質(zhì)量進而通過客戶滿意來提升競爭力。 W房地產(chǎn)集團很早就致力于客戶關系的管理,是國內(nèi)最早聘請第三方機構,每年進行全方位客戶滿意度調(diào)查的住宅企業(yè),客戶服務已成為W集團品牌的核心和競爭力的關鍵。但W廣州公司成立五年以來,滿意度卻一直處于集團平均水平之下,在2010年W集團客戶滿意度調(diào)查中,廣州公司的排名從14位下降到18位,所有業(yè)務指標的客戶滿意度均處于集團下游水平,分數(shù)暴露出的問題不得不令公司警醒；同時,盡管廣州W公司會定期進行客戶滿意度調(diào)查,但調(diào)查結果僅僅用于了解現(xiàn)狀及服務方面的局部改善,對調(diào)查結果反映出的公司在產(chǎn)品、服務與客戶期望之間差距不斷拉大的現(xiàn)實并沒有找到有效的解決策略,從而使公司缺乏對客戶滿意度管理的系統(tǒng)性,對客戶滿意度的研究也比較零散。因此,系統(tǒng)完整的客戶滿意度管理體系設計,是W廣州公司迫切需要解決的問題,也是進一步增強競爭力的關鍵。本文在對客戶滿意度理論作系統(tǒng)介紹的基礎上,依據(jù)公司客戶滿意度調(diào)查結果,在對現(xiàn)有客戶滿意度現(xiàn)狀及存在問題分析的同時,從滿意度模型、客戶滿意度管理體系的目標、內(nèi)容等方面對W廣州公司客戶滿意度管理體系作出了系統(tǒng)設計,并提出了管理體系的實施保障和控制措施�？蛻魸M意度管理體系設計對W廣州公司提高客戶滿意度和忠誠度水平,對公司在激烈競爭的房地產(chǎn)市場競爭力的維護,及在W集團與同行中服務旗幟的保持,實現(xiàn)公司的長期穩(wěn)定發(fā)展都具有重要的戰(zhàn)略意義,也可對房地產(chǎn)行業(yè)的其他企業(yè)提供借鑒。
[Abstract]:At present, the market competition is becoming increasingly fierce, the customer competition has become the focus of competition, enterprises should not only constantly strive for new customers to improve the market share, but also to maintain the existing customers in order to stabilize the market share. Only satisfied and loyal customers, enterprises can maintain a stable market. The real estate industry is one of the most competitive industries, but at present the customer satisfaction of the real estate industry has been at a relatively low level. Consumer complaints such as poor quality of property management, selling more houses, issuing false advertisements, A series of factors affecting customer satisfaction, such as the slow processing of property certificates, have been puzzling the real estate industry. With the transparency of market information, consumers are becoming more and more mature, and the requirements for real estate enterprises are becoming more and more high. Real estate companies have to constantly change from focusing on competitors to paying attention to customers, and carry out in-depth research and segmentation of customers. Only by improving the quality of service and through customer satisfaction to enhance competitiveness. W Real Estate Group has been committed to the management of customer relations for a long time. It is the first residential enterprise to employ a third party organization and conduct a comprehensive customer satisfaction survey every year. Customer service has become the core of W Group brand and the key to competitiveness. But since its founding five years ago, the company's satisfaction has been below the group's average level. In the 2010 W Group customer satisfaction Survey, Guangzhou's ranking dropped from 14 to 18. All the business indicators of customer satisfaction are in the downstream level of the group, points exposed problems have to alert the company; At the same time, although Guangzhou W Company regularly conducts customer satisfaction surveys, the survey results are only used to understand the current situation and the partial improvement in services. The survey results reflect the company's products. The reality that the gap between service and customer expectation is widening has not found an effective solution, which makes the company lack systematic management of customer satisfaction, and the research on customer satisfaction is scattered. Therefore, the systematic and complete design of customer satisfaction management system is an urgent problem to be solved by W Guangzhou Company, and is also the key to further enhance competitiveness. Based on the systematic introduction of customer satisfaction theory and the results of customer satisfaction survey, this paper analyzes the current situation and problems of customer satisfaction, at the same time, from the satisfaction model, the goal of customer satisfaction management system. The management system of customer satisfaction of W Guangzhou Company is systematically designed, and the implementation guarantee and control measures of the management system are put forward. Customer satisfaction management system design improves customer satisfaction and loyalty to W Guangzhou Company, maintains the competitiveness of the company in the fierce competition real estate market, and maintains the banner of service in W Group and its peers. It is of great strategic significance to realize the long-term and stable development of the company, and it can also be used for reference by other enterprises in the real estate industry.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F274;F293.3

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