顾客满意度影响因素及策略研究.doc

顾客满意度影响因素及策略研究 Customer satisfaction factors and Strategy Research 摘 要 在服务经济时代，企业之间竞争的焦点之一是服务。顾客满意度是顾客的一种心理状态，它源于顾客对企业的某种产品服务消费所产生的感受与自己的期望所进行的对比。提供顾客满意的优质服务正成为企业走向成功的一把金钥匙。基于顾客满意的服务质量管理已成为现代企业市场竞争的一个重要课题。取得高程度的顾客满意是营销的最高目标。然而,能够使一个顾客满意的东西,未必会使另一个顾客满意;能使顾客在一种情况下满意的东西,在另一种情况下未必能使其感到满意。以快递公司服务来全面了解影响顾客满意度的因素。我们在与顾客的沟通过程中必须清醒地认识到：顾客是因满意而付钱的，顾客追求充分的满意，即既要对其所选择购买的商品与服务满意，同时又要对其商品或服务购买选择的行为满意。因此，要认真抓住抓好对顾客需求的了解、对顾客感受的关注和对顾客满意的重视这三个不可或缺的关键环节搞好服务。 关键词：服务质量 顾客满意 质量管理 策略研究 Abstract In the service economy era, the focus of competition between enterprises is one service. Customer satisfaction is the customer a state of mind, it is from the customer service for enterprise a product of feeling from the consumption with their expectations of contrast. To provide customers with the best quality services are becoming the a golden key business success. Based on customer satisfaction service quality management has become a modern enterprise market competition an important issue. Achieve high degree of customer satisfaction is the marketing highest goal. However, can make a customer satisfaction thing, don't necessarily make another customer satisfaction; Can make customer satisfaction in a case of things, in another case does not necessarily make it feel satisfied. Therefore, companies and their employees should fully understand the factors affecting customer satisfaction. We in the communication with customers in the process must realize soberly: customer satisfaction and pay for the pursuit of full satisfaction, customer, that is the choice to purchase goods and services, and to its purchasing goods or service choice behavior satisfaction. Therefore, careful seize to customer demand understand pays special attention to the attention of customers, feel the value of customer satisfaction with the key link of the three indispensable does well the service. Key words: Service quality ，Customer satisfaction，Quality management ，Strategy research 目 录 摘要…………………………………………………………………………