导　　师： 叶飞

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着电力体制改革的深化,我国供电局营销模式向服务营销模式的转变是一个必然趋势。基于顾客满意度的服务营销策略在供电局理论的应用研究还很缺乏。 本文从服务营销理论出发,以电力行业顾客满意度测评指标体系及其在电力行业的应用方法为主要研究对象,针对电力行业顾客满意度的提升需求,以佛山供电局为实例研究对象,运用顾客满意度测评理论,通过实地访问与问卷调查,找到了供电局顾客认为重要和不重要的满意因素,并了解到了她们对这些因素的满意程度,构建适用于该供电局的顾客满意度评价体系,分析评价结果。根据存在的问题和顾客需求,提出有效提升顾客满意度的服务营销策略组合。重点论述了供电局服务人员内部营销、服务技术化、关系化和规范化等营销策略,提出的建议可以应用于供电局,旨在对提升该供电局顾客满意度有所助益,并希冀能对我国电力行业的更广阔领域的研究起到抛砖引玉的作用。 Along with the deepening of the reform in the electric power system, it’s an inevitable trend that the electric power company adopts the service distribution pattern. The application researches in the service distribution tactic based on customer satisfaction degree are lack. This paper starts from theory of the marketing service, regarding to the customers’service satisfaction evaluation index and idiographic applications as the main investigative objects, with the service quality upgrading requirements, to find the important or unimportant satisfactory element of Foshan power supply company, which is the example of investigation, through methods of on-site interview and questionnaires as well as bringing to bear customer satisfactory evaluation theoretic. In addition, to learn more about how they think those elements of satisfaction so as to form a customer’s satisfactory evaluation system for Fonshan power supply company. Moreover, to present service marketing strategic portfolio which based on evaluation results analysis and effectively upgrade of customers’satisfaction. Mainly address to strategies as internal marketing, service skills, customer relations as well as standardization of service staff. Apart from these, presents some proper suggestions which could be applied in Foshan power supply company. Finally, I expect my thesis could help upgrading customer satisfaction for Foshan power supply company and to play a role of throwing out a brick to attract a jade in wider research in Chinese fiscal service industry.

关 键 词： 佛山供电局 客户满意度 服务营销

分 类 号： [F274 F426.61]

领　　域： [经济管理] [经济管理] [经济管理]