导　　师： 周文慧

学科专业： 1201

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 在全球经济一体化、市场竞争日益激励的今天，产品严重供大于求，消费者购买行为也日趋理性化，买方市场越来越占据着主导地位，企业的竞争方式也在从产品竞争过渡到顾客满意的竞争。服务型企业的经营同样面临巨大的压力，因而对顾客满意度的关注程度也日益加强。 顾客满意度的概念是在企业生存环境、市场供求结构以及企业经营战略等发生深刻变化的背景下形成的。实际意义上的顾客满意度研究开始于20世纪70年代中期，从这个时期开始，一些发达国家的消费心理学家、市场营销研究人员和顾客行为研究者对顾客满意度的问题做了大量研究。 本文从四个部分进行了阐述。第一章介绍了研究的背景、意义并大概介绍了国内外关于满意度研究的现状；第二章主要论述了顾客满意度测评评测工具及理论模型，其中包含了相关理论、模型及评测方法的介绍。第三章是关于美卓公司满意度评价体系的构建的论述，其中包含了公司介绍及满意度体系设计过程。第四章是针对客户返回的问卷做理论分析并提出相应的建议。 Today, the global economy is becoming incorporative and the market competition isbecoming intense. The supply of product is more and more than the demand; the behavior ofconsumer is tending to rationality and the buyer’s market is holding the leading status. Theway of enterprise competition is transforming from the product’s competition to thecompetition of the customer atisfaction. The services enterprises are confronting largepressure in operation too. Concerns about customer satisfaction index are more thanbefore,especially in the service enterprise in China. The survival circumstances and operating stratagems of enterprise, and framework ofmarketing needs and demands are changing deeply, on this background, the concept ofCustomer Satisfaction Degree came forth. But actual research on this concept was beginningfrom middle of1970’s when consumption psychologic psychologists, customer’s behaviorand marketing researchers was studying in how to measure the degree of customer’ssatisfaction in some developed countries. This paper can be divided into four parts. In the first part, I introduced the backgroundand significance for researching, described the status for satisfaction research both in localand foreign. In the second part, mainly focus on the evaluation tool for customer satisfactionand the theory model, include related theory, model and evaluation method. In the third part,introduce how to build this evaluation system, it’s include company’s describe and the designprocess. In the fourth part, focus on the analysis for questionnaire returned by customer andgive some proposal based on this analysis.

关 键 词： 客户满意度 四分图

分 类 号： [F274]

领　　域： [经济管理] [经济管理]