【作者】 王伟；

【导师】 赵观兵；

【作者基本信息】 江苏大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 随着中国科技的发展,中国半导体制造在全球的地位日趋增高,中国市场对于仪器仪表的需求也日趋增加,这对仪表的售后服务水平提出了更高的要求。在过去的十年里,A公司售后服务的对象从数量较少的大型客户逐渐转变成数量较多的小型客户,其服务类型也从上门服务逐渐转变成返厂服务。然而,原有的服务流程、服务模式不足以满足客户的需求,造成了售后服务满意度低的现象。因此,A公司需主动寻找影响售后服务满意度的因素,提出满意度提升策略,从而提升售后服务满意度,提高A公司的竞争力。本文对国内外各行业提高客户满意度的方法进行归纳总结,并以此作为理论基础。从A公司的售后服务现状出发,分别对维修校准服务、技术支持服务、仪表升级服务进行评价分析,发现A公司的三种类型的服务满意度都存在不同程度的问题。为了改善这一情况,本文利用定量的计算和定性的分析来寻找A公司售后满意度低的因素。首先,以SERVQUAL模型为基础,建立其模型中的有形性、可靠性、响应性、保证性、移情性的一级指标,然后通过内部专家访谈的方法确定了15个二级指标。其次,利用层次分析法分析各层级评估指标重要性,获得各指标的权重系数。最后结合问卷调查,利用模糊综合分析法寻找出A公司售后满意度的问题,然后分析其根本原因并寻找对策。针对平台体验差的问题,从客户视角优化其线上平台,并且建立推动式任务流程机制;针对仓库缺料问题,利用可视化的管理方法来优化管理,加强安全库存的管理;针对部门沟通效率低问题,建立自动化信息系统,做到信息实时化、透明化。针对客户代表专业度低的问题,全方位引进多样化人才,和高校合作招收应届生,按照公司岗位需要培养人才。同时从内部提拔培训团队,整合培训资源,加强人员的考核制度;针对缺乏个性化服务的问题,按照客户需求增加丰富多样的个性服务,并且建立多渠道的推广。通过这一系列的措施提高A公司的客户满意度,帮助企业提高其市场竞争力。最后从组织方面、制度方便、资源方面提供了满意度提升策略的保障措施。更多还原

【Abstract】 Along with the development of science and technology in China,the demand for instruments in the Chinese market is increasing,which requires much higher performance for after-sales quality.Over the past decade,the type of after-sales service provided by Company A has gradually changed from a small number of large businesses to a large number of small businesses,and its type of service has gradually changed from door-todoor service to back-to-factory service.However,the original service process and service mode are insufficient to meet the customer’s needs,resulting in low after-sales service satisfaction.Therefore,Company A should actively look for factors affecting after-sales service satisfaction and propose satisfaction improvement strategies to improve aftersales service satisfaction and improve Company A’s competitiveness.This paper has summarized the methods of improving customer satisfaction in various domestic and foreign industries and used this as a theoretical basis.Based on the current situation of after-sales service of Company A.The paper evaluated and analyzed maintenance calibration service,technical support service and instrument upgrade service respectively,and found that there were different problems of the three types of service satisfaction.To improve this situation,this paper uses quantitative calculation and qualitative analysis to find the factors with low aftermarket satisfaction of Company A.Firstly,this paper defines 15 second-level indicators through internal expert interviews,according to the first-level indicators of visibility,reliability,response,assurance and empathy from the SERVQUAL model.Secondly,the importance of each level is analyzed using a hierarchical analysis and the weight coefficients of each index are obtained.Finally,combined with the questionnaire survey,the fuzzy synthesis analysis method was used to identify the post-sales satisfaction problems,and then to analyze the root causes and find countermeasures.For poor online platform experience,it will be optimized from the customer’s point of view,then the pushing task process will be established;For warehouse shortage,visual management methods are used to optimize management and enhance safe inventory management;Automated information systems should be set up to achieve real-time and transparent information transferring for low communication efficiency.For low professionalism of customer representatives,diversified talent acquisition will be performed in an all-round manner,working with universities to recruit fresh graduates and developing talent based on the needs of the company.At the same time,training teams should be promoted,training resources should be integrated,and personnel evaluation systems should be strengthened;In the absence of personalized services,rich and diverse personalized services should be added according to the needs of customers,and multi-channel promotion should be established.Through this series of measures,Company A will improve customer satisfaction and help enterprises improve their market competitiveness.更多还原