【作者】 杜亚灵；

【导师】 朱秀文；

【作者基本信息】 天津大学 ， 管理科学与工程， 2006， 硕士

【摘要】 社会生产力的迅速发展,社会需求结构和人们消费观念的巨大变化,使市场竞争日益加剧,当今企业市场竞争的性质已经发生了革命性的变化,即企业竞争的目标由追求市场份额的数量(市场占有率)转向市场份额的质量(忠诚顾客的数量),因此顾客满意分析已经成为当今企业的一项关键工作,而且这一工作的有效性以及根据分析结果进行的正确决策对企业的生存与发展至关重要。本文以顾客满意分析为主线,系统地研究了企业进行顾客满意分析的全部内容:完整的顾客满意分析包括三个部分,首先,建立顾客满意指标体系并据此进行顾客满意问卷调查,这一阶段搜集了顾客满意的数据信息,为接下来的两个阶段做好数据准备;然后,建立顾客满意度计算模型并计算顾客满意度指数,这一部分是对企业顾客满意的整体定位,采用规范的顾客满意度模型得出的结果可以与同行业其他企业之间进行比较,从而把握本企业顾客满意的整体情况;最后,分别鉴定出致使顾客满意和不满意的关键驱动因素,并根据鉴定结果调整管理工作重点,这一部分是企业自我完善,不断提高顾客满意的关键,也是顾客满意分析的最终目的。顾客满意指标体系的建立以及顾客满意度指数的计算相关的研究已经很多,而且各国趋向于制定统一规范的国家顾客满意度模型,因此,本文采用层次分析法和模糊综合评价方法进行了简单的测评。对于顾客满意分析的重点部分——顾客满意关键因素鉴定的研究相对较少,本文将众多因素影响甚至决定顾客满意的过程比拟为联盟博弈,根据沙普利值对被研究因素进行排序,并计算各因素联盟的success值来确定关键驱动因素联盟,同时运用危险分析作为补充方法,证明了success值法的合理性。论文希望通过对顾客满意分析的系统研究,为企业建立一个可操作性强、科学的分析体系,以保证企业能够对其顾客满意状况有清醒的认识和有效的改善依据;文章最后用一个实证说明所提出的顾客满意分析理论具备一定的应用价值,从而使论文具有一定的现实意义。更多还原

【Abstract】 The rapid development of the society productivity, the great changes of the requirement structure and people’s consumptive conception, all of these led to the severity of market competition. Now the essence of the market competition has changed revolutionarily, that is to say, the target of market competition has transferred from the quantity of market share into the quality of market share (the quantity of loyal customer). Therefore Analysis of Customer Satisfaction has become a crucial task in the enterprises, and the validity and decision made according to the result of the analysis are critical to the survival and development of the corporations. In this paper, the whole process of customer satisfaction analysis of enterprise is studied systematically and researched all the content, including three sections. Firstly, constructing the Customer Satisfaction Index System and carrying out the questionnaire-survey with this understanding, through this survey we collected the information about customer satisfaction and provided data for the next two phases. Then establishing the CSI model and measuring CSI, so we can compare with other companies in the same industry and know the status of our own customer satisfaction. Finally, identifying the drivers critical to customer satisfaction and dissatisfaction, and regulating the emphases of management. It’s the key to reform the company, and it’s the final aim of the analysis.There are a lot of relevant theories about constructing the Customer Satisfaction Index System and measuring CSI, and there’s a tendency to constitute normative CSI model in many countries. So the paper measured CSI used AHP and FCE simply. As to the important part of customer satisfaction analysis—identifying the drivers critical to customer satisfaction, there aren’t much relevant theories. In this paper, we compare the process of identification to cooperative games, ranging the factors being studied according to their Shapley values, and calculating their success values in order to identify the critical drivers. To prove the rationality of the success function method, we use attributable risk techniques as an accessorial method.The purpose of the paper is to provide a scientific analysis system of strong maneuverability for enterprises through the systematical research, and ensure that the companies know their own status of customer satisfaction at any moment and realize how to reform. In the last section of the paper, a case of an enterprise is given toexplain the application of theory on customer satisfaction analysis that is expounded here. Accordingly it made the paper have the practical significance to some extent.更多还原