C电信公司服务规范建设方法与实施研究

【作者】 张帆；

【导师】 陈旭；

【作者基本信息】 电子科技大学 ， 工商管理， 2007， 硕士

【摘要】 我国加入WTO已经进入了第五年,各类服务市场的竞争进入了一个崭新的阶段。作为一个服务型企业,要在激烈的市场竞争中生存发展,必须提高服务质量,提升企业服务形象,增加客户满意。而进行服务规范建设,是企业提高服务质量、增加客户满意的一个重要手段。通过制定与实施服务规范,可以规范企业员工的服务行为,保证企业所提供服务的连续性、一致性,并逐步提升企业的服务质量。很多企业在建设服务规范时,往往只是参照其他企业已有的服务规范来进行,没有针对服务规范的实施对客户满意度的影响进行研究,缺乏对服务规范建设过程中所出现问题进行深入分析。如何有效地建设和实施服务规范,成为许多服务型企业当前面临的一个新问题。本文以C电信公司的服务规范为研究对象,通过构建服务规范研究模型,对公司服务规范建设与实施的现状进行了分析和诊断;并从顾客满意、服务交锋、内部营销等服务管理相关理论的角度,对规范进行了内容优化与体系建设,提出了相应的实施建议,为其他企业解决如何建设与实施服务规范的问题提供参考。本文认为,C电信公司在进行服务规范建设时,应对公司前端部门的服务流程、员工语言、员工行为三类服务规范进行重点建设,建立包括公司通用服务规范和部门专用服务规范在内的服务规范体系。在服务规范实施过程中,应在公司内开展内部营销以减小实施阻力,并通过梳理服务流程、划分规范层次、分阶段实施等措施来保证服务规范建设与实施的效果。更多还原

【Abstract】 China had been WTO member for four more years, and each kind of service market competition entered a brand-new stage. As a service enterprise, which dedicated to develop its business in the intense market competition, it must improve the quality of service to make customer feel satisfied. Carrying on the construction of service criterion was an important method to improve the quality of service. By the construction enterprises can standardize staff’s service behavior and guarantee the uniformity and the continuity of service provided by enterprise, and gradually improve the quality of service. But many enterprises only modeled service criterion which had been formulated and implemented by other enterprises, and did not make the research of the implementation of service criterion how to influence customer’s satisfaction, and lack thorough analysis to problems of the construction of service criterion. How to effectively carry on the construction and implementation of service criterion had been a new question which many service enterprises had to face now.The paper studied the C Telecom Company’s service criterion. First the present situation of the construction and implementation of C Telecom Company’s service criterion was analyzed and evaluated by constructing a study model of service criterion. Then the writer used the Service Management theory such as Customer Satisfaction,Service Encounter, Internal Marketing to optimize the content of service criterion and found the system of service criterion, and put forward the proposal of the implementation of service criterion. It will be some reference for other enterprise about how to construct and implement the enterprise’s service criterion.The writer advised C Telecom Company should carry on the construction with proper priority about the service criterion of service flow, staff’s service conversation, staff’s service behavior of the front-line department, and should found the system of service criterion including general enterprise-class service criterion and special department-class service criterion. C Telecom Company should carry on internal marketing to reduce the resistance of the implementation of service criterion, and measures such as adjusting service flow, compartmentalizing level of service-criterion’s content and stage of the implementation of service criterion should be used to guarantee the effect of the construction and implementation of C Telecom Company’s service criterion.更多还原