家电业的顾客满意度研究

-1-题目:家电业的顾客满意度研究——以TCL为例院系名称：专业班级：学生姓名：学号：指导教师：教师职称：2009年5月13日-2-摘要随着我国市场经济体制的逐步形成，顾客购买心里不断成熟，影响顾客购买行为的因素越来越多，且更加复杂化。企业应当以顾客满意度为行动指南，用顾客的观点和利益来分析和考虑市场需求和消费者需要。针对这种情况，本文有必要对市场的顾客满意度进行研究。本文通过对ACSI模型、ECSI模型的研究，分析了影响我国商业企业顾客满意的诸多因素，针对目前我国家电业存在的实际情况，提出了适合我国商业企业顾客满意度的指数测评模型，并对模型进行了描述。本文从目前国内研究现状出发，对顾客满意度的基本概念做了界定，指出了顾客满意度测评的重要性。为随后自己的研究奠定了基础。通过了解顾客对家电业电视产品期望的程度和现实中对自己所用产品的满意度，分析电视行业顾客满意度的现状，把握和预测其未来的发展趋势，提出适合电视行业发展的顾客满意测评报告，使企业认识到顾客满意度的重要性。通过本文的研究分析，得出了顾客的满意度同顾客期望、感知产品价值、感知服务价值、感知价值是间接相关的，后四者的作用是通过总体顾客满意来影响的，也就是说明顾客满意不满意，是通过综合上述所有的消费体验同期望相比较，顾客只会得出一个总体影响，而不是单纯的认为产品质量好于坏。另外，通过调研我们可以看出总体顾客满意度与顾客忠诚之间，存在着非常显著的影响。而且发现顾客忠诚同顾客期望，感知价值等变量之间的影响就没有那么显著。其原因可能是顾客在消费产品或服务的过程中，对某一环节满意或不满意，会综合在一起来评价，即在本文中体现在总体顾客满意之中，调研表明不是顾客期望，感知价值等变量对顾客忠诚不起作用，而是这种影响是通过总体顾客满意来调节。企业要从满意度的调查中发现自身的服务水平的变化，发现顾客需求变化趋势，检查企业产品和服务中的问题，以便及时调整和改进经营目标的决策。关键词:顾客满意度满意度测评家电-3-Title：ThecustomersatisfactionsurveyofHomeAppliances-----TaketheexampleofTCLAbstractWiththegradualformationofChina’smarketeconomysystemandthecontinuousmaturationofcustomerspurchasingpsychology,thefactorswhichaffectthecustomerspurchasingbehavioraremoreandaremorecomplicated.Thecustomersatisfaction,so,shouldberegardedasactionguidetotheenterpriseswhichshouldtakeadvantageofthecustomers’viewpointsandbenefitstoanalyzeandconsiderthemarketdemandsandcustomerwants.AccordingtotheresearchofACSIModelandECSIModel,inthethesis,theanalysisoffactorsinfluencingthecustomersatisfactionofmerchandisingbusinessinourcountry,thesuitablecustomersatisfactionindextemplateforthesemerchandisingbusinessesaretabledanddescribedinthelightofthepresentphysicaltruthlyinginelectricindustry.Thebasicdefinitionofcustomersatisfactionwillbemadeandtheimportanceofthecustomersatisfactionwillbepointedoutbytherecentdomesticresearchingsituationinthisarticle.Thesementionedaboveisthefoundationalformyconsequentstudy.ThisarticleanalyzestherecentsituationaboutcustomersatisfactionofTVindustry,forecaststhedevelopingtrend,andraisesthefitcustomersatisfactiontestingreportforthedevelopmentofTVindustrybyresearchingcustomers’expectationdegreeofthegoodsofhomeapplianceandmyexperiences,whichcanmaketheenterprisesrealizethatcustomersatisfactionisofparamountimportance.-4-Throughstudyingandanalyzing,wecaneasilyfoundthatcustomersatisfaction,consumerexpectation,perceivedproductsvalue,perceivedservicesvalueandperceivedvalueareindirectlyrelatedtoeachother.Amongthem,thelatterfourpointsareinfluencingbygeneralcustomersatisfaction.Inshort,acustomercompareshisexpectationwithalltheconsumeexperiencesabovewhetherheissatisfiedornot.Hewillpreferageneralaffectiontoasingleconclusionaboutthequalityofproductbeinggoodorbad.Moreover,aftertheinvestigation,wealsofindthatthereareremarkableeffectsbetweenthegeneralcustomersatisfactionandcustomerloyalty.Onthecontrary,theeffectsamongcustomerloyalty,expectationandperceivedvaluedonotseemsodistinct.Thereasonforitmightbewhenacustomerbuyssomethingorisserved,hewillevaluateitcomprehensively.Itisnotthecustomerexpectationandperceivedvalueineffectiveonthecustomerloyalty,buttheaffectionisadjustedbythegeneralcustomersatisfaction.Therefore,theenterprisesshoulddiscoveritselfthechangeofservicelevel,thetrendofcustomerdemandsvariation,andcheckouttheproblemsofitsproductsandservicesaccordingtothecustomersatisfiedinvestigation,toadjustandimprovethedecisionaboutbusinessobjectives.Keywords：CustomersatisfactionCustomersatisfactionindexHomeAppliances-5-目录1引言........................................................................................................................-6-1.1选题背景.............................................................................................................-6-1.2研究的目的和意义.............................................................................................-6-1.3文献综述.............................................................................................................-7-1.4研究的内容和方法...........................................................................................-11-2顾客满意度的概念与模型..................................................................................-12-2.1顾客满意度的概念...........................................................................................-12-2.2顾客满意度的指数和模型...............................................................................-12-3顾客满意度的调查和分析方法..........................................................................-13-3.1顾客满意度的调查方法...................................................................................-13-3.2顾客满意度的因素分析...................................................................................-13-4实证调查研究......................................................................................................-17-4.1相关信息收集...................................................................................................-17-4.2调查结果分析...................................................................................................-17-5建议......................................................................................................................-23-结论