本文選題：旺杰公司　切入點：顧客抱怨　出處：《蘭州大學》2015年碩士論文

【摘要】：隨著科學技術的進步、生產(chǎn)效率的提高和人們消費意識的覺醒,全球經(jīng)濟陸續(xù)進入服務經(jīng)濟時代。企業(yè)認識到之前靠增加客戶數(shù)量來實現(xiàn)利潤增長的營銷模式,越來越難以實現(xiàn)。客戶數(shù)量終歸有限,只有同客戶保持粘性,實現(xiàn)老客戶的持續(xù)購買才能保證企業(yè)長久發(fā)展。客戶被企業(yè)當作一種稀缺資源高度重視,成為了企業(yè)最為寶貴的資產(chǎn)。在爭奪客戶維系客戶的競爭中,技術質量和價格取勝的戰(zhàn)略被認為難以保持長久的競爭優(yōu)勢,只有以顧客為中心,靠優(yōu)質的服務打動和留住客戶才被認為是企業(yè)長期保持競爭優(yōu)勢的源泉。因此以客戶滿意為主要研究方向的服務營銷理論、關系營銷理論應運而生。同時由于服務失誤的不可避免,因此就帶來了服務客戶的過程中出現(xiàn)客戶不滿、客戶抱怨的現(xiàn)象不可避免。出現(xiàn)客戶抱怨,如果不能有效處理,則會造成客戶流失的后果,還會出現(xiàn)不利于企業(yè)的負面宣傳加速傳播的后果。因此企業(yè)必須直面客戶抱怨問題,對客戶抱怨進行有效的、系統(tǒng)的管理。旺杰公司作為一個前期以技術質量優(yōu)勢立足的制造型企業(yè),在目前的競爭中出現(xiàn)了競爭力下滑、客戶流失的現(xiàn)象。本文通過對旺杰公司現(xiàn)狀的剖析,結合服務營銷、關系營銷、顧客抱怨管理理論,為公司制定了一整套的客戶抱怨管理系統(tǒng),希望藉此提高公司的服務能力和水平,使服務成為公司新的核心競爭力。
[Abstract]:With the progress of science and technology, the improvement of production efficiency and the awakening of people's consumption consciousness, the global economy has entered the era of service economy one after another.Enterprises realize that it is more and more difficult to achieve profit growth by increasing the number of customers.The number of customers is limited, only to maintain stickiness with customers, to achieve the continuous purchase of old customers to ensure the long-term development of enterprises.Customers are regarded as a scarce resource and become the most valuable assets.In the competition for customers to maintain customers, technology quality and price winning strategy is considered difficult to maintain a long-term competitive advantage, only customer-centric,Relying on high-quality service to impress and retain customers is considered to be the source of long-term competitive advantage.Therefore, customer satisfaction as the main research direction of service marketing theory, relationship marketing theory emerged as the times require.At the same time, due to the inevitable service failures, there is customer dissatisfaction in the process of customer service, customer complaints are inevitable.Customer complaints, if not effectively dealt with, will result in the consequences of customer loss, but also will be detrimental to the negative publicity to accelerate the spread of the consequences.Therefore, enterprises must face up to customer complaints and manage them effectively and systematically.Wangjie Company, as a manufacturing enterprise based on technology and quality advantage, has experienced a decline in competitiveness and loss of customers in the current competition.By analyzing the current situation of Wangjie Company, combining the theory of service marketing, relationship marketing and customer complaint management, this paper makes a set of customer complaint management system for the company, hoping to improve the service ability and level of the company.Make service become the company's new core competitiveness.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.6

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本文編號：1726057