顾客满意度提升策略研究

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1、题目:顾客满意度提升策略研究院系名称：专业班级：学生姓名：学号：指导教师：教师职称：17摘要随着中国市场竞争的日趋白热化，企业间的较量已开始从产品的竞争转向顾客资源的竞争，顾客资源正在逐渐取代产品技术本身，成为企业最为重要的资源。关注顾客、研究顾客、探讨“如何使顾客满意”已经成为现代企业取得竞争优势不可或缺的要素。我国企业在顾客满意度的建立，结果并不令人满意。如何提高顾客满意度，树立产品和服务在顾客心目中的形象，不断的吸引更多的客户，为企业赢得更多的利润是经营者面对的一个重大课题。本文的主要内容包括：从目前

2、的研究现状出发，对顾客满意和顾客满意度进行界定，接着在文献综述的基础上建立顾客满意度模型，并确定顾客满意度影响因素，其中包含顾客感知质量，顾客感知价值，顾客抱怨。并根据影响因素的基础上提出基于顾客满意度的提升策略。本文的研究成果，对于顾客满意度的提高分为两种不同的策略，一种是针对处于不满意状态的顾客，要正确对待顾客不满，坚持顾客至上的理念，建立顾客反馈信息平台，处于满意的顾客要保持良好的沟通和加强情感作用，提高核心产品价值。关键词：顾客满意顾客满意度满意度状态17Titlestrategiestoenhan

3、cecustomersatisfactionAbstractWithChina'sincreasinglyheatedmarketcompetition,enterpriseshavebegunatrialofstrengthbetweenthecompetitivenessoftheproductshiftfromcustomerresources,customerresources,isgraduallyreplacedbytechnologyitself,becomethemostimportantr

4、esources.Attentiontocustomers,customerresearchtoexplorethe"howtomakecustomersatisfaction"hasbecomeamodernenterprisemadeanessentialelementofcompetitiveadvantage.China'senterprisesintheestablishmentofcustomersatisfaction,theresultsarenotsatisfactory.Howtoimp

5、rovecustomersatisfaction,productsandservicestoestablishtheimageofthecustomer,andconstantlytoattractmorecustomers,inordertowinmorebusinessoperator'sprofitisamajorissuefacedby.Themaincontentsofthispaperinclude:thestatusquofromthecurrentstudy,thesatisfactiono

6、fcustomersatisfactionandtodefine,andthenintheliteraturereviewbasedonmodelofcustomersatisfaction,customersatisfactionandtodeterminetheimpactoffactors,includingcustomerperceivedquality,customerperceivedvalue,customercomplained.Impactfactorsbasedonthebasisofi

7、mprovementbasedoncustomersatisfactionstrategy.Inthispaper,theresultsofresearchfortheimprovementofcustomersatisfactionisdividedintotwodifferentstrategies,oneisnotsatisfiedwiththestatusforcustomersin,itisnecessarytocorrectlydealwithunhappycustomers,adheretot

8、heconceptofcustomerfirst,theestablishmentofaninformationplatformforcustomerfeedback,satisfactionincustomerstomaintaingoodcommunicationandstrengtheningtheroleofemotions,thevalueofcoreproductsimproved.KeywordsC