Analysis on How to Improve Customer Satisfaction in Service.docx
- 文档编号:8539674
- 上传时间:2023-01-31
- 格式:DOCX
- 页数:8
- 大小:24.41KB
Analysis on How to Improve Customer Satisfaction in Service.docx
《Analysis on How to Improve Customer Satisfaction in Service.docx》由会员分享,可在线阅读,更多相关《Analysis on How to Improve Customer Satisfaction in Service.docx(8页珍藏版)》请在冰豆网上搜索。
AnalysisonHowtoImproveCustomerSatisfactioninService
AnalysisonHowtoImproveCustomerSatisfactioninService
AnalysisonHowtoImproveCustomerSatisfactioninService
1.Introduction
1.1Theresearchbackground
FESCOCompanyistomakehumanresourcesServicesCompany,mainlytoprovideforeignstaffpersonnelagencyservices.(includingstorage,thepersonnelfilesofsocialsecuritytaxes,receivegraduates,personneloutsourcingservices),thefirsthalfof2013received21(average4)customercomplaints,comparedwithlastyearin2012,theequivalentof2012thewholeyear'scomplaints.Astheservicecentermanager,wewanttopasstheFESCOCompanyinBeijing,8servicecenters(CBDinBeijing,distributionofhigh-gradeofficebuildings,mainlyresponsibleforforeignenterprisesandcustomerservicepersonnelagency,directcontactwiththeclientlevel)incustomerservices,satisfactionsurveyreleasedcardtoemployeesatisfactionsurvey,doactivities.(eventaweek.91-7)activitiesaftertheendoftheweekofSeptember8-14,thesurveyresultsarecollectedandanalyzed,drawupprograms(suchas:
tochooseagoodserviceattitude,thenumberofemployees,asthe"servicestar",givethereward.Otheremployeestomotivateleadotherstaffawarenessofservice).IntheeventafterthecompletionofthenextmonthinOctober1st,complaintsstatisticsdoagaininSeptember,9complaints1.Highqualityserviceweeksuccessfullyimprovesthequalityofservice,reducecomplaintsandsolve.Andwedecidedatthebeginningofeachmonth,aweekofsatisfactionsurvey.
1.1.1Theimportanceofcustomersatisfaction
Wecanfromthefollowingdatawecanseetheimportanceofresearchoncustomersatisfaction:
onaverage,anenterprisecannothearit96%ofdissatisfiedcustomersvoice;eachreceivedacomplaint,meansthatthereareactually26customershavethesamesound;onaverage,amanwithaproblemtellthe9or10people,13%peoplewilltellmorethan20peoplewhocomplainofbeingresolvedsatisfactorily;theaveragecustomerwouldtheyhavebeentreatedtotell5people;customercomplaintthancomplainingcustomersaremorelikelytostaywithyourservice,iffullysolveitis54%to70%iftherapidprocessing,itcanreach95%.
Thesefiguresillustrate,customerdissatisfactionoftendonottaketheinitiativetoenterprisecomplain,soenterprisesneedthroughvariousmeanstounderstandcustomersatisfaction.Customercomplaintsifnotwelldonequickly,willspreadfrommouthtomouth.Thisnotonlylosetheoriginalcustomer,willlosethepotentialconsumers,eventuallyledtothecustomer'stotalloss,thedirecteconomicbenefitisdamaged.Iftherearecustomerscompetitorsusedissatisfaction,andimprovetheircustomersatisfaction,theconsequencesbeunbearabletocontemplate.
1.1.2.StudyonthecurrentsituationofChinesescholarsoncustomersatisfaction
ResearchonthecustomersatisfactioninChinasince1997.In2001,thefirstpublishedaboutsatisfactionofarticles,accommodationandcatering.14industriesgraduallytothedevelopmentofanimalhusbandryandfishery,manufacturing,residentialserviceetc..Andnowgraduallypenetratedintoallfieldsofindustry,postalservices,banking,transportation.Informationmediaincreasinglyassociatedwithhumanlife.Becauseourcountrystartslate,so,variousevaluationmodelsarebasedontheresearchofforeignscholars.
2.Theobjectofstudy
2.1Definition
2.1.1Theconceptofservice
Fromthenineteensixtiesto80years,peoplehadtoservicealotdefinition,andthedefinitionsarelimitedtotheserviceindustry,itisnotperfect.90,Schoolofeconomicsandmanagement,KristinofFinland?
Gringosservicesuchadefinition:
itiscomposedofaseriesofmoreorlessisintangibleactivities.Nowpeopledefineitsimple,fromthenarrowsense,theserviceisaction,processandperformance.Broadlyspeaking,theserviceincludesalloutputofalleconomicactivitiesfornontangibleproducts,usuallyisconsumedintheproduction,andconvenient,time-saving,pleasant,comfortableandhealthyformprovideaddedvalue.Howimportantservicesforshapingthecorporateimage,qualityservicehavealreadybecomeaswordofbestmanagementcompanies,arethekeyfactorsofcorporatereputationandreliablesecurity.
2.1.2Customersatisfaction
Customersatisfactionisakindofmentalactivity,isakindoffeelingofcustomerneedsaresatisfied.PhilipKilterstressed:
"thewholemanagementactivitiestocustomersatisfactionasapointer"."Satisfactionreferstoaproductorservice'sperceivedperformanceandheexpectedvalueastheresultofcomparisonbyapersonalfeeling".Andthecustomertobuytheproducts,comparetheirsatisfactiondependsontheactualperformanceandcustomerexpectations,satisfactionlevelcanbethedifferencebetweenperceivedperformanceandexpectationvalueofthefunction,canbeexpressedas:
thelevelofcustomersatisfaction(CS)=perceptionoftheactualperformanceofcustomerdesiredperformance.IfCSiszero,theperceptionoftheactualperformanceandmatchtheexpectations,performanceissatisfied;ifCSbeyondcustomerexpectations,i.e.CSispositive,verysatisfiedcustomerswill;iftheactualperformanceperceivedbelowexpectations,thecustomerwillbenotsatisfied.
2.1.3Determinantsofcustomersatisfaction
Becausethecustomersatisfactionisakindofcustomerperceivedsubjectiveexperience,thusaffectedbyobjectiveandsubjectivetwoaspects.Theobjectivefactorsincludemainlyrelatestotheproductpriceandquality,theobjectiveenvironmentfactorsintheserviceprocessandtheservicequalitylevel.Thesubjectivefactorsincludesubjectiveresponsetothecustomer'sown,suchasconsumersentiment,theserviceattributionandthefairnessperception.
Thefactorsinfluencingcustomersatisfactionmainlyincludethefollowingaspects:
a.Productfactor
Theproductisthecustomersreallybuythebasicservicesorbenefits,especiallythecoreproducts,thecompanyprovidecustomerswiththemostbasicthings.Inthecompetitivemarket,thecompanyofallbusinessactivitiestomeetcustomerneedsasthestartingpoint,donotdothis,thecustomerisneversatisfied.Butwiththedevelopmentoftechnologyandotheraspectsofthecoreproduct,competingcompaniesprovidebasicallythesame,especiallyincertainindustries,productqualitystandardshavebeenraisedtoaveryhighlevel,excellentqualityhasbecomecommonplace.Coreproductsqualityisthefoundationofsuccess;itrepresentsthebasicconditiontoenterthemarket.
b.Servicefactors
Constantlyimprovetheservicesystem,maximizethecustomerfeelateaseandconvenience.Peripheralandsupportiveservicestoprovidehelptothecoreproduct,theseservicesinclude:
practicalityandconvenience,businesshours,thehotline.Ofcourse,otherfactorsinthemarketingmix,suchasprice,distribution,promotionshouldalsobeincludedinthesupportingsystem.Therefore,herethecompanyshouldseriouslyconsidertheavailabletoothercomponentsofcustomer:
forwhatprice,whatkindofprice?
Readytousethemediatoattracttargetcustomersetc..Thecompanyprovidesanddistributionandinformationsupportandancillaryservices,andgraduallyputtheirdifferencesandcompetitorsapart,andaddvaluetothecustomer,sothatbetweenthemandthecustomertransactionbecomemoreconvenient,morecustomervalue,customersatisfactionwillincrease.
c.Customerculturefactorsofenterprises
Acustomerculturefactorofenterprisesisakindofspiritualin-depthconsideration.Thecompanymustconsiderthesometimessubtleinformationtransfertothecustomer,fundamentallyspeaking,thismeansthatthecompanymakescustomersfeelhow;loyalcustomerscanfeeltheemotionalconnectionbetweenthemandthecompany.Therefore,weshouldstrengthentheconstructionofenterpriseemployeesandtheenterpriseimage,tobuildagoodfeelingtothecustomer'scustomercultureenvironmenttolookforwardto.Ontheonehand,consumerstobuytheproductcontainstheenterprisemustbegoodcustomerservice;thesefactorsshouldbeexpressedbythebehaviorofemployees.Ontheotherhand,toestablishagoodcorporateimage,notonlytoraiseconsumerawarenessofenterprises,moreimportantistoletconsumershavethegoodwillandtrusttotheenterprise,onlyinthiswaycanwetrulyhavethepurchasebehavior.
3.Thecurrentsituationofthedevelopmentofserviceindustry
3.1Theoveralldevelopmentoftheserviceindustrylag
Measureofserviceindustrydevelopmentindextwo,oneisthestaticindexistheserviceindustryaccountedfortheproportionofGDP,isareflectionofthestatusofserviceindustryinthenationaleconomy;anotheristhedynamicindexistheserviceindustryaddedvaluegrowthrate,isthereflectionofthedevelopmentoftheserviceindustry.Since2000,China'sserviceindustryaccountedfortheproportionofGDPalwaysfluctuateinthenarrowrangeof32.5%-37.5%,theannual,quarterlygrowthrateisalsolowerthanthesameperiodinGDPandsecondindustrygrowthrate,atlowlevelsofdevelopmentappearedtoremainstagnantsigns.
3.2Thereisabiggapbetweensupplyanddemand
Since2000,theserviceindustryontheonehandinthespeedofdevelopmentlagsbehindotherareasoftheeconomy,ontheotherhand,priceshavecontinuedtoincrease,priceswerenoticeablyhigherthanthatofindustrialandagriculturalproducts.Evenin1998,insufficientdomesticdemand,deflation,pricesintheservicesectorwillmaintainarisingtrendyearbyyear.In2000,forexample,indexofChina'sretailpriceof1.5percentagepointslowerthanthepreviousy
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- Analysis on How to Improve Customer Satisfaction in Service
链接地址:https://www.bdocx.com/doc/8539674.html