顾客满意度测评论文范本

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 

~ I ~

 











 WTO

“”























(1) 

(2) 



(3) 

(4) 



关键词

 

~II ~



The measurement, analysis and improve of customer satisfaction are the efforts to get

information on customer satisfaction through certain method. First, as world economy

is undergoing globalization, integration and social communication information

modern enterprise management faces three challenges from customer, competition

and changes. It is an important subject for academic and industrial circles to explore

management theory and methods in modern market competition and information era.

Second, in our country, as opening-and-reform drive deepening, socialist market

economy gradually forming joined into WTO, steep competition initiating in market.

Third, The world is undertaking changes by “multiplier times”, but enterprises’

necessary adaptability of customers’ demand remains unchanged. Competition in

modern market is a competition for customers in essence. The whole operational

management activity strives for complete satisfaction of customers to win customers

and to win market. And in all, the measurement and analysis of customer satisfaction

level is the most important.

Upon these, one can dig out information on customer satisfaction data by using

statistical tools, and search for the process to improve the performance by connected it

to the companies’ businesses. This thesis is focus on the measurement and analysis of

customer satisfaction. The major content including:

(1) Determining the process and the key measurement items of the measurement and

analysis of customer satisfaction; (2) designing questionnaires to set up sensitive

information collective process; (3) analyzing evaluating and reporting the results of

customer satisfaction; (4) planning the improving activities for winning and keeping

customers, by using advanced analyzing techniques.

The primary innovation in this dissertation include: through analyzing and improving

the measurement and analysis of customer satisfaction theory, I analyze some

domestic corporations case, then draw the following conclusions: how to increase

market competition ability; how to increase customer’ faithfulness and how to adapt

the changeable market.

Key Words: customer satisfaction level, measurement and analysis, target system

 

~III ~

 

第一章顾客满意与满意度测评研究现状 ----------------------------------1

1.1 顾客满意的内涵--------------------------------------------------------------------------------------1

1.1.1 顾客满意概念 -----------------------------------------------------------------------------------1

1.1.2 顾客满意的产生 --------------------------------------------------------------------------------1

1.1.3 顾客满意对企业的意义------------------------------------------------------------------------2

1.2 关于顾客满意度测评--------------------------------------------------------------------------------3

１．３选题意义与主要研究内容 -------------------------------------------------------------------------3

1.3.1 建立顾客满意度测评在中国的意义---------------------------------------------------------3

1.3.2 主要研究内容 -----------------------------------------------------------------------------------4

第二章满意度测评流程与内容构成-----------------------------------------5

2.1 顾客满意度测评的步骤-----------------------------------------------------------------------------5

2.2 满意度测评报告--------------------------------------------------------------------------------------6

2.3 满意度测评中的其他问题--------------------------------------------------------------------------7

2.3.1 顾客满意度测评包括哪些指标---------------------------------------------------------------7

2.3.3 哪些因素决定顾客满意度测评的实施时间与费用----------------------------------------8

第三章满意度测评指标体系与问卷设计 -------------------------------9

3.1 建立满意度测评指标体系的原则 -----------------------------------------------------------------9

3.2 满意度测评指标体系构成--------------------------------------------------------------------------9

3.3 测评指标的量化------------------------------------------------------------------------------------ 10

3.4 测评问卷设计 -------------------------------------------------------------------------------------- 11

3.4.1 问卷设计的思路------------------------------------------------------------------------------ 11

3.4.2 问卷的预调查 --------------------------------------------------------------------------------- 12

3.4.3 问卷的优化 ------------------------------------------------------------------------------------ 12

第四章我对国内顾客满意度测评的一点看法 ---------------------------13

4.1 食品饮料行业顾客满意的变迁------------------------------------------------------------------ 13

4.2 从顾客角度着想是实现顾客满意的捷径 ------------------------------------------------------ 14

4.3 不断创新是提升顾客满意、实现顾客忠诚的关键------------------------------------------- 15

第五章全文总结与展望----------------------------------------------------17

致谢--------------------------------------------------------------------------19

参考文献 ---------------------------------------------------------------------------20

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