【摘要】：目前市場(chǎng)競(jìng)爭(zhēng)的日趨激烈,客戶(hù)競(jìng)爭(zhēng)已成為競(jìng)爭(zhēng)的焦點(diǎn),企業(yè)既要不斷爭(zhēng)取新客戶(hù)來(lái)提高市場(chǎng)占有率,又要保持現(xiàn)有的客戶(hù)以穩(wěn)定市場(chǎng)占有率。只有滿(mǎn)意和忠誠(chéng)的客戶(hù),企業(yè)才能保持穩(wěn)定的市場(chǎng)。房地產(chǎn)行業(yè)是客戶(hù)競(jìng)爭(zhēng)最激烈的行業(yè)之一,但目前房地產(chǎn)行業(yè)的客戶(hù)滿(mǎn)意度卻一直處于較低的水平,消費(fèi)投訴如物管質(zhì)量差、一房多售、發(fā)布虛假?gòu)V告、房產(chǎn)證辦理慢等一系列影響客戶(hù)滿(mǎn)意的因素一直困擾著房地產(chǎn)行業(yè)。隨著市場(chǎng)信息透明化,消費(fèi)者越來(lái)越成熟,對(duì)房地產(chǎn)企業(yè)的要求也越來(lái)越高,房地產(chǎn)公司只有不斷從關(guān)注競(jìng)爭(zhēng)對(duì)手轉(zhuǎn)變?yōu)殛P(guān)注客戶(hù),對(duì)客戶(hù)進(jìn)行深入地研究及細(xì)分,才能通過(guò)提高服務(wù)質(zhì)量進(jìn)而通過(guò)客戶(hù)滿(mǎn)意來(lái)提升競(jìng)爭(zhēng)力。 W房地產(chǎn)集團(tuán)很早就致力于客戶(hù)關(guān)系的管理,是國(guó)內(nèi)最早聘請(qǐng)第三方機(jī)構(gòu),每年進(jìn)行全方位客戶(hù)滿(mǎn)意度調(diào)查的住宅企業(yè),客戶(hù)服務(wù)已成為W集團(tuán)品牌的核心和競(jìng)爭(zhēng)力的關(guān)鍵。但W廣州公司成立五年以來(lái),滿(mǎn)意度卻一直處于集團(tuán)平均水平之下,在2010年W集團(tuán)客戶(hù)滿(mǎn)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(wù)指標(biāo)的客戶(hù)滿(mǎn)意度均處于集團(tuán)下游水平,分?jǐn)?shù)暴露出的問(wèn)題不得不令公司警醒；同時(shí),盡管廣州W公司會(huì)定期進(jìn)行客戶(hù)滿(mǎn)意度調(diào)查,但調(diào)查結(jié)果僅僅用于了解現(xiàn)狀及服務(wù)方面的局部改善,對(duì)調(diào)查結(jié)果反映出的公司在產(chǎn)品、服務(wù)與客戶(hù)期望之間差距不斷拉大的現(xiàn)實(shí)并沒(méi)有找到有效的解決策略,從而使公司缺乏對(duì)客戶(hù)滿(mǎn)意度管理的系統(tǒng)性,對(duì)客戶(hù)滿(mǎn)意度的研究也比較零散。因此,系統(tǒng)完整的客戶(hù)滿(mǎn)意度管理體系設(shè)計(jì),是W廣州公司迫切需要解決的問(wèn)題,也是進(jìn)一步增強(qiáng)競(jìng)爭(zhēng)力的關(guān)鍵。本文在對(duì)客戶(hù)滿(mǎn)意度理論作系統(tǒng)介紹的基礎(chǔ)上,依據(jù)公司客戶(hù)滿(mǎn)意度調(diào)查結(jié)果,在對(duì)現(xiàn)有客戶(hù)滿(mǎn)意度現(xiàn)狀及存在問(wèn)題分析的同時(shí),從滿(mǎn)意度模型、客戶(hù)滿(mǎn)意度管理體系的目標(biāo)、內(nèi)容等方面對(duì)W廣州公司客戶(hù)滿(mǎn)意度管理體系作出了系統(tǒng)設(shè)計(jì),并提出了管理體系的實(shí)施保障和控制措施�？蛻�(hù)滿(mǎn)意度管理體系設(shè)計(jì)對(duì)W廣州公司提高客戶(hù)滿(mǎn)意度和忠誠(chéng)度水平,對(duì)公司在激烈競(jìng)爭(zhēng)的房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)力的維護(hù),及在W集團(tuán)與同行中服務(wù)旗幟的保持,實(shí)現(xiàn)公司的長(zhǎng)期穩(wěn)定發(fā)展都具有重要的戰(zhàn)略意義,也可對(duì)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(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：F274;F293.3

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本文編號(hào)：2387283