W公司客戶滿意度測評體系的構(gòu)建與應(yīng)用研究
發(fā)布時間：2018-10-21 15:42
【摘要】：由于部分企業(yè)不具備設(shè)置會計機構(gòu)和會計人員的條件,代理記賬行業(yè)應(yīng)運而生。代理記賬行業(yè)是隨著我國市場經(jīng)濟的發(fā)展而出現(xiàn)的一種新的產(chǎn)物,是現(xiàn)代服務(wù)業(yè)中會計行業(yè)細分的結(jié)果。近年來,隨著國內(nèi)代理記賬企業(yè)的不斷增加,各代理記賬企業(yè)為了在激烈的競爭中獲得優(yōu)勢,不得不重視客戶資源的獲取與滿意度的提升。代理記賬行業(yè)也從原來的以產(chǎn)品為基礎(chǔ)的競爭轉(zhuǎn)變?yōu)楝F(xiàn)在以服務(wù)質(zhì)量、客戶感受為基礎(chǔ)的競爭。本文在對客戶滿意度相關(guān)概念以及客戶滿意度模型進行文獻分析的基礎(chǔ)上,從客戶的流失、員工的流動性等方面對W公司客戶滿意的現(xiàn)狀進行了分析,結(jié)合代理記賬行業(yè)的特點,篩選出五個一級指標和十六個二級指標,采用層次分析法賦予了權(quán)重,從而成功構(gòu)建代理記賬行業(yè)的客戶滿意度測評模型。根據(jù)代理記賬行業(yè)的客戶滿意度測評模型,通過問卷調(diào)查的方法對W公司的客戶滿意度進行了調(diào)研分析。根據(jù)調(diào)研結(jié)果,得到如下結(jié)論:第一,在構(gòu)建的客戶滿意度模型的指標中,W公司客戶滿意度影響程度由高到低分別是服務(wù)質(zhì)量、服務(wù)價格、客戶投訴、員工質(zhì)量、企業(yè)形象。第二、W公司的客戶滿意度得分為4.11分,具有較大的提升空間。在五個準則層指標中,其中企業(yè)形象、服務(wù)價格和員工質(zhì)量這三個指標的客戶滿意度得分低于總得分,嚴重影響了客戶對W公司的評價,后續(xù)應(yīng)當重點對這三個方面進行改進。第三,從各指標層來看,服務(wù)的規(guī)范性、服務(wù)產(chǎn)品的美觀度以及服務(wù)價格的合理性都具有一定的提升空間。第四,目前W企業(yè)員工的服務(wù)態(tài)度有待提高,而服務(wù)人員的溝通能力和主動性都相對較好。結(jié)合上述研究結(jié)論,提出通過提升企業(yè)品牌形象,提高產(chǎn)品質(zhì)量,及時高效地解決客戶投訴,制定合理的服務(wù)價格體系,建立企業(yè)與客戶的溝通機制,提高員工服務(wù)的主觀能動性等措施來提高W企業(yè)的客戶滿意度。
[Abstract]:As some enterprises do not have the conditions to set up accounting institutions and accountants, the agency accounting industry came into being. The agency accounting industry is a new product emerging with the development of the market economy in our country. It is the result of the subdivision of the accounting profession in the modern service industry. In recent years, with the increasing of domestic agency accounting enterprises, in order to gain the advantage in the fierce competition, the agency accounting enterprises have to attach importance to the acquisition of customer resources and the improvement of satisfaction. The agency accounting industry has also changed from the product-based competition to the service quality, customer-based competition. Based on the analysis of the related concepts of customer satisfaction and customer satisfaction model, this paper analyzes the current situation of customer satisfaction in W Company from the aspects of customer turnover and employee mobility. Combined with the characteristics of the agency accounting industry, five first-level indexes and sixteen second-level indexes were selected, and the weight was given by AHP, and the customer satisfaction evaluation model of the agency accounting industry was successfully constructed. According to the customer satisfaction evaluation model of agent accounting industry, this paper investigates and analyzes the customer satisfaction of W Company by means of questionnaire. According to the research results, the following conclusions are obtained: first, in the index of the customer satisfaction model, the influence degree of customer satisfaction of W company from high to low is service quality, service price, customer complaint, employee quality, corporate image respectively. Second, W company's customer satisfaction score is 4.11, with a large room for improvement. Among the five criteria, the enterprise image, service price and employee quality of the three indicators of customer satisfaction score is lower than the total score, which seriously affected the customer evaluation of W company, the follow-up should focus on these three aspects of improvement. Thirdly, from each index level, the standardization of service, the beauty of service product and the rationality of service price all have some room for improvement. Fourth, the service attitude of W enterprise employees needs to be improved, and the communication ability and initiative of service staff are relatively good. Combined with the above research conclusions, it is proposed to improve the corporate brand image, improve product quality, solve customer complaints in a timely and efficient manner, formulate a reasonable service price system, and establish a communication mechanism between enterprises and customers. Improve the subjective initiative of employee service and other measures to improve the customer satisfaction of W enterprise.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F233
本文編號：2285565
[Abstract]:As some enterprises do not have the conditions to set up accounting institutions and accountants, the agency accounting industry came into being. The agency accounting industry is a new product emerging with the development of the market economy in our country. It is the result of the subdivision of the accounting profession in the modern service industry. In recent years, with the increasing of domestic agency accounting enterprises, in order to gain the advantage in the fierce competition, the agency accounting enterprises have to attach importance to the acquisition of customer resources and the improvement of satisfaction. The agency accounting industry has also changed from the product-based competition to the service quality, customer-based competition. Based on the analysis of the related concepts of customer satisfaction and customer satisfaction model, this paper analyzes the current situation of customer satisfaction in W Company from the aspects of customer turnover and employee mobility. Combined with the characteristics of the agency accounting industry, five first-level indexes and sixteen second-level indexes were selected, and the weight was given by AHP, and the customer satisfaction evaluation model of the agency accounting industry was successfully constructed. According to the customer satisfaction evaluation model of agent accounting industry, this paper investigates and analyzes the customer satisfaction of W Company by means of questionnaire. According to the research results, the following conclusions are obtained: first, in the index of the customer satisfaction model, the influence degree of customer satisfaction of W company from high to low is service quality, service price, customer complaint, employee quality, corporate image respectively. Second, W company's customer satisfaction score is 4.11, with a large room for improvement. Among the five criteria, the enterprise image, service price and employee quality of the three indicators of customer satisfaction score is lower than the total score, which seriously affected the customer evaluation of W company, the follow-up should focus on these three aspects of improvement. Thirdly, from each index level, the standardization of service, the beauty of service product and the rationality of service price all have some room for improvement. Fourth, the service attitude of W enterprise employees needs to be improved, and the communication ability and initiative of service staff are relatively good. Combined with the above research conclusions, it is proposed to improve the corporate brand image, improve product quality, solve customer complaints in a timely and efficient manner, formulate a reasonable service price system, and establish a communication mechanism between enterprises and customers. Improve the subjective initiative of employee service and other measures to improve the customer satisfaction of W enterprise.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F233
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