赛维家电服务公司顾客满意度测评体系研究

【作者】 高长峰；

【导师】 刘爱东；

【作者基本信息】 中南大学 ， MBA， 2009， 硕士

【摘要】 近年来,顾客满意度的研究是国际质量领域和经济领域的一个十分热门和前沿的课题。在当前家电市场竞争不断加剧的背景下,如何应用顾客满意度指数模型提升服务质量,已经有了这方面的研究初步成果,然而大多数仍处于摸索阶段,建立的理论和模型还有待进一步发展。本文试图从顾客角度研究一套适用于我国家电服务行业的家电服务满意度测评体系,并选取我国知名家电服务企业作为研究案例,实证分析其服务满意度,希望可以为我国家电服务行业服务质量测评提供有力的理论依据,同时也为企业管理者提供决策参考。本文主要完成了以下几项工作：首先,从理论上探讨家电服务行业满意度的影响要素与测评方法。本文深入研究了ACSI,ECSI模型及国内外关于满意度的权威论文,探讨了顾客满意度的概念、影响要素,重点研究了结构方程建模技术。其次,构建适用于我国的家电服务满意度指标体系,并用该指标体系计算了赛维公司家电服务满意度,得出赛维公司服务满意度指数,并对优劣势指标做了详细的分析,采用四分图方法分析了服务质量因子的优势区、改进区、机会区以及保持区。最后,构建家电服务满意度结构方程模型,研究各影响因子之间的相互关系,提出家电服务质量的改进路径。结果表明：模型拟合度较高,测评解释能力强、适用性好,模型所表现出的优越性为该模型应用的可靠性提供了有力保障。利用结构方程模型中各变量之间的路径系数对研究假设进行检验,所有研究假设均得到了验证。基于测评模型的路径分析,提出了赛维公司目前顾客满意度的提升路径。更多还原

【Abstract】 In recent years, research on customer satisfaction is a very popular and cutting-edge issue in the fields of international quality and economy. There are preliminary results about how to apply Customer Satisfaction Index Model to enhance service quality in the fields of electric appliances. However, most of the results are still at the exploratory stage and the establishments of theories and models need to be further developed. This paper attempts to find a set of electric appliances service satisfaction measurement system from the views of customers which will be fit for the electric appliances in China. The well-known electric appliance enterprises and their service satisfaction in China were selected as a case in this paper. It can not only provide a strong theoretical basis for the customer satisfaction measurement, but also for the decision-making of managers.Following tasks were completed in this paper:Firstly, the impact elements and methods of assessment of satisfaction were studied theoretically. ACSI, ECSI models and authoritative papers about satisfaction were discussed and the definition and impact factors of customer satisfaction were studied in this paper. The structural equation modeling techniques were studied deeply.Secondly, service satisfaction index system of electric appliances was built and applied to calculate the service satisfaction of Savi. The system contains six latent variables and thirty-six measured variables. Latent variable based on the ACSI and ECSI designs and quality factor, including the Savi’s "six-steps" rules and indicators related to the PZB dimensions. The weight coefficients were calculated by analytic hierarchy process(AHP). Savi’s service satisfaction index was then calculated and the advantages and disadvantages indicators were analyzed in detail. Advantage, improving areas, opportunity areas and maintain areas of quality of service factors were analyzed by quarter map method.Finally, structural equation model of service satisfaction of electric appliances was built. And the relationship between the impact factors was studied and the improving methods of quality of service were also proposed. The results showed that the model has a high degree of simulation and ability of measurement interpretation. The superiority which the model demonstrated provided a strong guarantee for the reliability of the application. The hypothesis was proved by the coefficients of every variables in the model and the results were effective. At last, Savi’s current upgrade ways to customer satisfaction were proposed based on the analysis of the model.更多还原