英国英语类dissertation指导范文：关于客户满意度的分析Marketing Strategy of Customer Satisfaction
Famous American scholar Peter Drucker once said: " The aim of marketing is to know and fully understand customers , products or services can adapt to customers' needs ." Customer Satisfaction marketing strategy guiding ideology is: all the business activities of enterprises should be from to meet customer 's needs, from the customer's point of view rather than from a business point of view to analyze the needs of consumers consider to provide to meet customer needs the product or service as a corporate responsibility and obligation. Customer satisfaction, customer marketing strategy is to stand in the position to consider and resolve the problem , we should put the customer's needs and satisfaction of all considerations of the first.
闻名美国学者彼得·德鲁克以前说过：“营销的期于充分意识及理解主顾，使产品或服务能适合主顾的需求。”主顾满足营销战略的引导思想是：公司的所有打理活动都要从满意主顾的需求动身，从主顾的观点而不是从公司的观点来剖析思索问题消费者的需要，以供给满意主顾需求的产品或服务作为公司的责任和义务。
First, the rational analysis of customer satisfaction
一、顾客满意的理性分析
"Customer satisfaction " was originally an ordinary commercial operations using the concept of life , there is no special meaning . In 1986, an American psychologist borrow "customer satisfaction" , will be a living concept evolved into a scientific concept . In the definition of business psychologists , based on "customer satisfaction " connotation was extended from one defines it as a set of indicators developed marketing strategy, direct guidance of the company's marketing and even business activities, and called "Customer satisfaction marketing strategy ."
主顾满足是可感知效果和希望值之间的函数，其内部实质意义涵盖产品满足、服务满足、过程满足和社会形态满足。主顾价值理论觉得，主顾满足与否定定于于主顾价值的体积，而主顾价值可分为客观价值与主观价值。
Customer satisfaction is the perceived performance and expectations as a function , which includes product satisfaction , service satisfaction , process satisfaction , and social satisfaction . Customer value theory suggests that customer satisfaction depends on the size of customer value and customer value can be divided into objective value and subjective value . Objective value that is customer delivered value is total customer value and customer total cost of the difference between the total value of customers , including product value , service value , personnel value and image value, customer total cost includes monetary price, time cost , energy cost and physical costs. Subjective value is the customer product quality , functionality , price, service , packaging, taste and corporate brand , image and reputation of a subjective judgment of the value of a combination of factors . Objective value can be quantified analysis rather subjective value can only perceive mental telepathy to qualitative judgments .
Kotler said: "The feeling of satisfaction is a state level, it comes from a product performance or envisaged outputs and expectations conducted by comparison ." Customer expectations for a product or service from its previous experience , the impact of the experiences of others , and marketing personnel commitment or competitor information . The performance from the overall customer value ( by the product value , service value , personnel value and image value composition ) and the overall customer costs ( the cost of money , time, cost , energy cost structure ) differences. Customers purchasing behavior is often the formation of a value judgment , and according to the judgment of action. Purchaser is satisfied after purchase depends on the buyer's expectations associated supplies effect. Customer satisfaction is defined as a person through a product 's perceived effect ( or outcome ) compared with his expectations formed after the feeling state.
Satisfaction levels are expected to perceive the difference between effects and functions . Ability to achieve customer satisfaction, there are three important factors . ① customer product expectations expectations ; ② the actual performance of the product ; ③ product performance and customer expectations comparison . If the results are below expectations, the customer will be satisfied. If the perceived effects and expectations match , the customer satisfaction . If the perceived effect than expected , the customer will be highly satisfied , happy or pleased .
Through the world's most successful companies research , there are some companies their expectations and their perceived effect is one to one. These successful companies are implementing the " Total Customer Satisfaction " strategy. For example: Xerox to ensure "full and customer satisfaction" , which guarantees the customer purchased the product within three years , if not satisfied , the company will provide a replacement of the same or similar products , all costs Southern Company. Xerox has always insisted on the use of customer satisfaction evaluation system , and continuously improve service quality and timely solutions to customer complaints , the world would have made impressive achievements.
Practice has proved highly satisfactory and enjoyable sparked a kind of brands in the emotional resonance , not just a rational preference, this resonance establish a high degree of customer loyalty , the challenge here is to require companies to create a corporate culture requiring companies strive to make every employee within the customer pleasure. All walks of business strategy must be comprehensive customer satisfaction as the center, the key to business success is to win the market and customers. Companies can achieve customer full satisfaction , win customers , will be able to win the market share , in the fierce market competition to win.
Second, the way to improve customer satisfaction levels
( one ) enhancing the basic concept of customer satisfaction
In the specific implementation to improve customer satisfaction levels of various measures before , business leaders and staff should establish the following concepts .
1 . Changing business ideas , establish the concept of customer satisfaction . Traditional business concepts based on business -based, profit- centered production concept , and establish a modern market economy requires a customer-oriented , customer satisfaction as the core, to achieve the enterprise and customer "win-win " marketing concept of competition . This requires not only business leaders or managers change their ideas , but also need to include all persons , including employees change their ideas .
2 . Identify customer needs, meet customer critical needs . Enterprises must constantly track changes in customer demand dynamically and accurately identify the critical needs of customers change dynamically and accurately identify key customer needs and customer demand forecast possible changes in the nature of products to meet customer needs , based on the maximum extent possible to the surface of products to meet customer needs .
3 . Products and services to its customers should always be ahead of expectations. On the one hand , products and services should be to improve the standard expected on existing customers , so that customers not only satisfied , but also really pleased ; the other hand, is expected to be in the customer prior to the introduction of new forms of service , active as customer service, not only to provide customers with what they want eastern two , but also to provide even they themselves do not realize would like.
4 . Encourage customer complaints , customer feedback information to establish long-term mechanism . Business to customer complaints attitude is an important factor affecting customer satisfaction how to handle customer complaints Rhythm it ? First, create a customer complaint channels and ensure the smooth flow of customer complaint channels to facilitate customer complaints ; secondly , timely, friendly and efficient for customers handling product issues and explain why ; Finally, products and customer satisfaction tracking problem situation , to prevent deterioration of customer satisfaction . Meanwhile, in the whole process, it is important to maintain respect and regret , it can win the respect of customers and customer loyalty rewards . Therefore, the importance of customer complaints , reducing the frequency of customer complaints , customer feedback information enterprises should establish long-term mechanism . Through information feedback mechanism can solve customer how manufacturers , vendors to communicate with customers and what channels to obtain product and service information issues ; companies can keep abreast of the enterprise customer satisfaction , as well as the views of business ; companies also You can use this way of communicating with the customer master information form customer database to its characteristics for better business .
( Two ) to improve customer delivered value
Buyers in the purchase of the product or service satisfaction , depends on the buyer's expectations associated with the efficacy of supplies , " the perceived level of satisfaction is a function between the effects and expectations ." Customers in the purchase of goods or services , often from value and cost two aspects to consider , choose m from the highest value , lowest cost ie " customer delivered value " the greatest product or service as a priority in purchasing objects. Therefore, improving the customer if = crossing is to increase the value of the level of the primary means of customer satisfaction .
Improve customer delivered value has two alternative ways: the company can try to increase the total customer value, or reduce overall customer costs. Since the total cost of the customer has a certain rigidity, it can not be reduced indefinitely , and therefore limited. A more proactive approach is to increase the total customer value . Increase the total value of customers from the following four aspects:
1 . Increase product value. Product development and design focus on market research and customer needs identification , the designer should market-oriented , customer demand for the center . Market research and customers in product development and product quality plays an important role in guiding determined to make . Through market research , listen to voice of the customer , you can tap the potential demand of consumers , thereby combining A body to conduct market segmentation , target market ( ie, the target consumer group ) , and then , depending on the target market for product design .
2 . Improve service value . First, product positioning to be accurate, the same is true for the service . When consumers overwhelmed by the amount of advertising messages when , as Scott . Robinette said, " the purpose of service orientation is how to make consumers more easily identify the enterprise service offerings ." Positioning is a strategic marketing tool that companies can use this to determine their market opportunities , and when the competition changes, companies can implement the appropriate measures. Positioning can be without a plan to form spontaneously over time can also be included in marketing strategy by planning system for the target market . Its date is different from the creation of the customer mind daytime competitors differential advantage . Secondly, to provide customers with quality service to allow full emotional . From a focus on quantity to quality of life, changing consumer era , customers increasingly require companies to provide detailed, thoughtful, full of human services , require the purchase and consumption of highly satisfied, therefore , high-quality , full service business has become a matter of course won the advantage of a great magic weapon.
3 . Value increased personnel . Employees who value refers to the business ideas , knowledge , business ability , efficiency and quality, management style , resilience value generated . Employees directly determines the enterprise to provide customers with quality products and services , determine the size of the total value of customers to buy . Each corporate employee attitudes , morale , service and so on behalf of the company's image , are directly or indirectly affect the "customer satisfaction ." It can be said , companies are also members of "customer satisfaction" and the key . In the implementation of the " Total Customer Satisfaction" project, companies should adhere to the people -oriented corporate culture , training employees , not only to master good technical and product knowledge, more importantly, to develop their customer-centric philosophy and dedication to customer spirit of service .
4 . Improve the image value . Good image of the organization has financial value , market value and the value of human resources , therefore , must be prepared to organize image management . There are many business leaders believe that image of the organization is to organize the identification system. In fact, although the design of organizational identification system is extremely important , but it is just an image of the organization . The true nature of the organization is the organization's image and personality focus . Consumers to choose partners to establish relationships, emphasis is on quality and essence , rather than slick surface symbols. Therefore , you must create a distinctive personality and organizational culture organization , relying on practical action rather than words to show floating brilliant points of difference with competitors . Image of the organization through the quality of products, brands and service delivery characteristics manifested in three aspects . The use of these three elements build and maintain strong customer relationships , the key is in the same organization all persons associated with the process of interaction demonstrated consistency. Organizational behavior patterns inconsistent bring customers directly to the image of the organization negative feelings . Corporate image of the organization can never exceed the weakest part of the performance . Good image of the organization management , the need to properly handle the crisis , maintaining organizational image. Good image of the organization is actually a fragile "article" , easily damaged, once the damage is difficult to repair . Any business is hard to be perfect , there will always be such kind of problems . If the product quality and error , and the corporate employees and managers did not deal with these problems, cope with adverse effects corporate image of the organization . Even worse, if they are publicized through the media regardless of right and wrong , how the final conclusions , are likely to generate the image of the enterprise organization irreparable damage . These lesions are often not from the problem itself , but from the managers and staff to handle events. Therefore, in the event jeopardize corporate image , we must be properly handled to minimize side effects , maintain organization image .
( Three ) the implementation of customer relationship management
Customer Relationship Management is by relying on the interaction between enterprises and customers to communicate , deep understanding of customer needs, influence customer buying behavior, diversity and personalized to meet customer needs, improve customer loyalty and retention, while achieving shorten sales cycles , reduce costs increase revenue, expand markets , so as to achieve a comprehensive enhance corporate profitability and competitiveness in the market for the purpose of customer management . In the era of rapidly evolving information technology , customer relationship management is the essence of business , including customer support through the establishment of a platform for customer interaction platform , customers and customers early warning platform , including emergency response platform to strengthen customer information management system between enterprises and customers interaction, so as to enterprises accurately grasp the dynamic changes in customer demand , to better meet customer needs to create the conditions . Effective customer relationship management can significantly improve business relationships with customers , win more customers to support and improve customer satisfaction.
