钢铁企业客户满意度评价研究
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摘要
客户是企业赖以生存的基础,决定着企业必须以客户为中心,一切为客户着想,满足客户的需求,才能使企业不断发展壮大走向成功。近年来,随着钢铁市场竞争的日益加剧及钢铁企业经营理念的日渐成熟,钢铁企业已逐步由传统的以产品和规模为中心的粗放式经营管理模式向以客户为中心、服务至上、实现客户价值和达到企业利润最大化的集约化经营管理模式转变,更加注重同客户保持长期的合作关系,把客户看做是企业发展的无形资产,客户对企业的重要作用日益突出。在这样的背景下,钢铁企业开展客户满意度评价就显得尤为重要,通过对客户满意度的评价可以帮助企业及时发现目前经营中所出现的问题和不足,并予以解决,不断提高客户的满意水平,以保证同客户维持长期良好的合作关系,为企业不断发展壮大奠定坚实的基础。
本文在总结前人关于工业品客户满意理论的基础上,结合我国钢铁企业现阶段的特点,提出了一种基于模糊数学理论的钢铁企业客户满意度模糊评价方法。文章首先论述了钢铁企业客户满意度评价的研究背景及工业品客户满意理论相关研究的现状；然后回顾了工业品市场及其客户特征的相关研究,并对以往关于客户满意度评价的文献进行了综述；在第三章,也是本文研究的重点,对目前我国钢铁企业客户的购买行为特点及其满意形成过程分析的基础上,构建了钢铁企业客户满意度评价指标体系,对客户满意度评价的过程进行了阐述；在第四章,将该评价指标体系应用于一家钢铁企业,对该企业热轧中宽带产品的客户开展了满意度评价,并针对评价结果中得分不高的项目进行了原因分析,提出了改进建议；最后是结束语部分,主要说明了此次研究所取得的贡献和不足,并对今后的研究方向提出了建议。
Customers are fundamental to enterprises, so enterprises must focus on customers and do all that enterprises can to meet the customers'needs in order to develop continuously and succeed in the end. In recent years, the competition is more drastic in the steel and iron market and the steel and iron enterprise's philosophy of management is more mature, so they have transferred the traditional managing mode that products and scale is central to that customers is. They pay more attention to long-term relations with customers and see them as the invisible assets of this enterprise. Customers have more and more important effects on steel and iron enterprises. Against this background, it is especially important that steel and iron enterprises put the customer satisfaction evaluation in practice. This evaluation can help enterprises to realize these problems and shortages of,enterprise in good time, and improve customer satisfaction endlessly by solving them. This valid implement of this evaluation also can ensure that this enterprise maintain long-term cooperative relations with its customers and establish a firm foundation for this enterprise's long-term development.
This paper brings forward an index system of evaluating industrial customer satisfaction and a fuzzy evaluating method in a view of characteristics of the steel and iron enterprises. Firstly, this paper gives an introduction of research background and status quo of industrial customer satisfaction. Secondly, this paper reviews relevant theories, including industrial market and its customer characteristics, some relevant papers of customer satisfaction. Thirdly, the index system of customer satisfaction of steel and iron enterprises and the fuzzy evaluating method are constructed according to characteristics of steel and iron enterprises and its customer purchasing behaviors. Fourthly, this paper puts this evaluating system into practice and analyses this result to find these problems and shortages of this enterprise, gives some advances to solve these problems and shortages. In the end, this paper states the contributions and deficiencies of this research, and gives the suggestions for the research direction in the future.
本文在总结前人关于工业品客户满意理论的基础上,结合我国钢铁企业现阶段的特点,提出了一种基于模糊数学理论的钢铁企业客户满意度模糊评价方法。文章首先论述了钢铁企业客户满意度评价的研究背景及工业品客户满意理论相关研究的现状；然后回顾了工业品市场及其客户特征的相关研究,并对以往关于客户满意度评价的文献进行了综述；在第三章,也是本文研究的重点,对目前我国钢铁企业客户的购买行为特点及其满意形成过程分析的基础上,构建了钢铁企业客户满意度评价指标体系,对客户满意度评价的过程进行了阐述；在第四章,将该评价指标体系应用于一家钢铁企业,对该企业热轧中宽带产品的客户开展了满意度评价,并针对评价结果中得分不高的项目进行了原因分析,提出了改进建议；最后是结束语部分,主要说明了此次研究所取得的贡献和不足,并对今后的研究方向提出了建议。
Customers are fundamental to enterprises, so enterprises must focus on customers and do all that enterprises can to meet the customers'needs in order to develop continuously and succeed in the end. In recent years, the competition is more drastic in the steel and iron market and the steel and iron enterprise's philosophy of management is more mature, so they have transferred the traditional managing mode that products and scale is central to that customers is. They pay more attention to long-term relations with customers and see them as the invisible assets of this enterprise. Customers have more and more important effects on steel and iron enterprises. Against this background, it is especially important that steel and iron enterprises put the customer satisfaction evaluation in practice. This evaluation can help enterprises to realize these problems and shortages of,enterprise in good time, and improve customer satisfaction endlessly by solving them. This valid implement of this evaluation also can ensure that this enterprise maintain long-term cooperative relations with its customers and establish a firm foundation for this enterprise's long-term development.
This paper brings forward an index system of evaluating industrial customer satisfaction and a fuzzy evaluating method in a view of characteristics of the steel and iron enterprises. Firstly, this paper gives an introduction of research background and status quo of industrial customer satisfaction. Secondly, this paper reviews relevant theories, including industrial market and its customer characteristics, some relevant papers of customer satisfaction. Thirdly, the index system of customer satisfaction of steel and iron enterprises and the fuzzy evaluating method are constructed according to characteristics of steel and iron enterprises and its customer purchasing behaviors. Fourthly, this paper puts this evaluating system into practice and analyses this result to find these problems and shortages of this enterprise, gives some advances to solve these problems and shortages. In the end, this paper states the contributions and deficiencies of this research, and gives the suggestions for the research direction in the future.
引文
1. 卜英,赵平,王高,王霞.工业品市场用户满意模型研究[J],工业工程与管理,2004(6)：7-12.
2. Ford D. The Development of Buyer-Seller Relationships [J], European Journal of Marketing, 1980(14):339-354.
3. Kimmo Alajoutsijarvi, Mats B. Klint and Henrikki Tikkanen, Customer Relationship Strategies [J], Industrial Marketing Management,2001(306):487-497.
4. Christian Homburg, Bettina Rudolph. Customer Satisfaction in Industrial Markets [J], Journal of Business Research,2001(5):15-33.
5.威尔逊著,万晓,汤小华译.组织营销[M],机械工业出版社,2002.(1)：18-19.
6.菲利普.科特勒著,梅汝和等译,营销管理[M],上海人民出版社,1999(10)：191.
7. Hutt. Michael D. Thomas W. Seph. Business Marketing Management [M], The Dryden Press,1998: 108.
8. Cardozo&Richard. An Experimental Study of Consumer Effort, Expectation and Satisfaction [J]. Journal of Marketing Research,1965(8):244-249.
9. Philip Kotler. The theory of Buyer Behavior [M], New York:Wiley,1969:125-136.
10. Oliver, Richard Linda. Measurement and Evaluation of Satisfaction Processes in Retailing Setting [J], Journal of Retailing,1981(4):25-28.
11. Westbrook R. A., M. D. Reilly. An Alternative to the Disconfirmation of Expectation Theory of Consumer Satisfaction [J], Consumer Research,1983(10):256-261.
12. David K. Tse, Peter C. Wilton. Model of Consumer Satisfaction Formation:An Extension [J]. Journal of Marketing Research,1988 (5):204-212.
13. A. Parasuraman, Valarie A.Zeithaml and Leonard L. Berry. Alternative scales for measuring service quality:A comparative assessment based on psychometric and diagnostic criteria [J]. Journal of Retailing,1994(8):201-230.
14. Dawn Iacobucci, Amy Ostrom. Commercial and interpersonal relationships [J], International Journal of Research in Marketing,1996(6):53-72.
15. Jim Wilson. Medicare managed care:consumers' perspectives [J], Clinical Therapeutics,1998(12): 163-176.
16. Minna M. Buyer-seller Customer Satisfaction:the Influence of the Environment and Customer Service. [J], Journal of Business and Industrial Marketing,2000(4):403-415.
17. Philip Kotler. Marketing Management [M], New York:Prentice Hall,2000:215-218.
18. Antreas D. Athanassopoulos. Customer Satisfaction Cues To Support Market Segmentation and Explain Switching Behavior [J], Journal of Business Research,2000(8):191-207.
19. Qualls W. J., Rosa J. A. Assessing industrial buyers' perceptions of quality and their effects on satisfaction [J]. Ind Mark Manage 1995(24):359-368.
20. Anderson E. W., Fornell C., Lehmann D.R. Customer satisfaction, market share and profitability: findings from Sweden [J], Journal of Marketing,1994(7):53-66.
21. Verhoed C. W. Post-Purchase Strategy:A Key to Successful Industrial Marketing and Customer Satisfaction [J], Industrial Marketing Management,2001(24):91-98.
22. Alex Sharland. The Negotiation Process as a Predictor of Relationship Outcomes in International Buyer-Supplier Arrangements [J], Industrial Marketing Management,2001(10):551-559.
23. Alexander E. Ellinger, Patricia J. Daugherty and Quentin J. Plair. Customer satisfaction and loyalty in supply chain:the role of communication [J], Transportation Research Part E:Logistics and Transportation Review,1999(35):121-134.
24. Nha Nguyen, Gaston Leblanc. Corporate image and corporate reputation in customers'retention decisions in services [J], Journal of Retailing and Consumer Services,2001(8):227-236.
25. P. A. Dion, R. M. Bnating, Buyer Reactions to Product Stockouts in Business to Business Markets [J], Industrial Marketing Management,1995(24):341-350.
26. Mndambi S. M., Doyle P, Wong V. An Exploration of Branding in Industrial Markets, Industrial Marketing Management,1997(26):433-446.
27. William E. Youngdahl, Deborah L. Kellogg, Winter Nie and David E. Bowen. Revisiting customer participation in service encounters:does culture matter [J], Journal of Operations Management,2003(21):109-120.
28. Frazier G., Spekman R. E., O'Neal C. Just-in-Time Exchange Relationships in industrial markets, Journal of Marketing,1988(52):52-67.
29. N. Bharadwaj. Investigating the Decision Criteria Used in Electronic Components Procurement [J], Industrial Marketing Management,2004(33):317-323.
30. Banting P. M., Dion P. A. Industrial Supplier-Buyer Negotiations [J], Industrial Marketing Management, 1988(17):43-48.
31. Lewis J. The Connected [M], New York:Free Press,1995:73-79.
32. Christian Homburg, Claus Garbe. Does Customer Interaction Enhance New Product Success [J], Journal of Business Research,1999(49):1-14.
33. Gordon GL., Calantone RJ., Di Benedetto CA. Business-to-business service. Marketing [J], Journal of Business and Marketing.1993(81):45-57.
34. Fornell C, Johnson M. D. Differentiation as a Basis for Explaining Customer Satisfaction Across Industries [J], Journal of Economic Psychology,1993 (14):681-596.
35. Fornell. C, Johnson M. D, Anderson E W, Bryant B E. The American customer Satisfaction Index: Nature, Purpose and Fingdings [J], Journal of Marketing,1996(60):7-18.
36. Michael D. Johnson, Anders Gustafsson, Tor Wallin Andreassen, Line Lervik and Jaesung Cha. The evolution and future of national customer satisfaction index models [J]. Journal of Economic Psychology,2001(22):217-245.
37. Jan A. Eklof, Anders Westlund. Customer satisfaction index and its role in quality management [J], Total Quality Management & Business Excellence,2001(1):80-86.
38. Hill R. W., Hillier T. J. Organizational Buying Behaviour [M], London:Macmillan,1977,103-109.
39. Howard I. and J. N. Sheth. The theory of Industrial Buyer Behavior [M], New York:Wiley,1971: 125-136.
40.黄桐城,武邦涛,姚哗.顾客满意度多层次模糊测评模型及其应用[J],系统工程理论方法应用,2002(04)：17-23.
41.杨双钊,罗晓光.基于体验模糊性的顾客满意度评价方法研究[J],哈尔滨商业大学学报,2003(05)：21-27.
42.吴晓明,沈邦兴.顾客满意度的模糊综合评价方法[J],计量与测试技术,2003(03)：19-26.
43.顾明辉,席亮,岑咏霆.产品设计的顾客满意度测评模糊技术[J],工业工程与管理,2003(02)：13-18.
44.薛伟,周宏明,郑蓓蓉.基于质量成本的客户满意度优化策略[J],经济管理,2004(5)：31-33.
45.刘金兰,朱晓畅.顾客满意度指标重要性测量的主成分分析与多元回归方法[J],2004(02)：15-21.
46.刘宁.客户满意度测评方法的研究[M],北京：中国标准出版社,2001：47-59.
47.宋先道,李涛.客户满意度指数研究现状分析与改进措施[J],天津大学学报,2002(5)：24-29.
48.廖公仆.工业品市场顾客忠诚的影响因素研究[D],杭州浙江大学,2005.
49. Yoram Wind, Frederick E. Webster. On the Study of Industrial Buying Behavior:Current Practices and Future Trends [J], Industrial Marketing Management,1972(4):411-416.
50.菲利普.科特勒著,梅汝和等译,营销管理：分析、计划、执行和控制[M],上海：上海人民出版社,1999：195-199.
51.陈雪阳,刘建新.顾客抱怨的形成机理与补救策略[J],经济管理,2007(09)：29-33.
2. Ford D. The Development of Buyer-Seller Relationships [J], European Journal of Marketing, 1980(14):339-354.
3. Kimmo Alajoutsijarvi, Mats B. Klint and Henrikki Tikkanen, Customer Relationship Strategies [J], Industrial Marketing Management,2001(306):487-497.
4. Christian Homburg, Bettina Rudolph. Customer Satisfaction in Industrial Markets [J], Journal of Business Research,2001(5):15-33.
5.威尔逊著,万晓,汤小华译.组织营销[M],机械工业出版社,2002.(1)：18-19.
6.菲利普.科特勒著,梅汝和等译,营销管理[M],上海人民出版社,1999(10)：191.
7. Hutt. Michael D. Thomas W. Seph. Business Marketing Management [M], The Dryden Press,1998: 108.
8. Cardozo&Richard. An Experimental Study of Consumer Effort, Expectation and Satisfaction [J]. Journal of Marketing Research,1965(8):244-249.
9. Philip Kotler. The theory of Buyer Behavior [M], New York:Wiley,1969:125-136.
10. Oliver, Richard Linda. Measurement and Evaluation of Satisfaction Processes in Retailing Setting [J], Journal of Retailing,1981(4):25-28.
11. Westbrook R. A., M. D. Reilly. An Alternative to the Disconfirmation of Expectation Theory of Consumer Satisfaction [J], Consumer Research,1983(10):256-261.
12. David K. Tse, Peter C. Wilton. Model of Consumer Satisfaction Formation:An Extension [J]. Journal of Marketing Research,1988 (5):204-212.
13. A. Parasuraman, Valarie A.Zeithaml and Leonard L. Berry. Alternative scales for measuring service quality:A comparative assessment based on psychometric and diagnostic criteria [J]. Journal of Retailing,1994(8):201-230.
14. Dawn Iacobucci, Amy Ostrom. Commercial and interpersonal relationships [J], International Journal of Research in Marketing,1996(6):53-72.
15. Jim Wilson. Medicare managed care:consumers' perspectives [J], Clinical Therapeutics,1998(12): 163-176.
16. Minna M. Buyer-seller Customer Satisfaction:the Influence of the Environment and Customer Service. [J], Journal of Business and Industrial Marketing,2000(4):403-415.
17. Philip Kotler. Marketing Management [M], New York:Prentice Hall,2000:215-218.
18. Antreas D. Athanassopoulos. Customer Satisfaction Cues To Support Market Segmentation and Explain Switching Behavior [J], Journal of Business Research,2000(8):191-207.
19. Qualls W. J., Rosa J. A. Assessing industrial buyers' perceptions of quality and their effects on satisfaction [J]. Ind Mark Manage 1995(24):359-368.
20. Anderson E. W., Fornell C., Lehmann D.R. Customer satisfaction, market share and profitability: findings from Sweden [J], Journal of Marketing,1994(7):53-66.
21. Verhoed C. W. Post-Purchase Strategy:A Key to Successful Industrial Marketing and Customer Satisfaction [J], Industrial Marketing Management,2001(24):91-98.
22. Alex Sharland. The Negotiation Process as a Predictor of Relationship Outcomes in International Buyer-Supplier Arrangements [J], Industrial Marketing Management,2001(10):551-559.
23. Alexander E. Ellinger, Patricia J. Daugherty and Quentin J. Plair. Customer satisfaction and loyalty in supply chain:the role of communication [J], Transportation Research Part E:Logistics and Transportation Review,1999(35):121-134.
24. Nha Nguyen, Gaston Leblanc. Corporate image and corporate reputation in customers'retention decisions in services [J], Journal of Retailing and Consumer Services,2001(8):227-236.
25. P. A. Dion, R. M. Bnating, Buyer Reactions to Product Stockouts in Business to Business Markets [J], Industrial Marketing Management,1995(24):341-350.
26. Mndambi S. M., Doyle P, Wong V. An Exploration of Branding in Industrial Markets, Industrial Marketing Management,1997(26):433-446.
27. William E. Youngdahl, Deborah L. Kellogg, Winter Nie and David E. Bowen. Revisiting customer participation in service encounters:does culture matter [J], Journal of Operations Management,2003(21):109-120.
28. Frazier G., Spekman R. E., O'Neal C. Just-in-Time Exchange Relationships in industrial markets, Journal of Marketing,1988(52):52-67.
29. N. Bharadwaj. Investigating the Decision Criteria Used in Electronic Components Procurement [J], Industrial Marketing Management,2004(33):317-323.
30. Banting P. M., Dion P. A. Industrial Supplier-Buyer Negotiations [J], Industrial Marketing Management, 1988(17):43-48.
31. Lewis J. The Connected [M], New York:Free Press,1995:73-79.
32. Christian Homburg, Claus Garbe. Does Customer Interaction Enhance New Product Success [J], Journal of Business Research,1999(49):1-14.
33. Gordon GL., Calantone RJ., Di Benedetto CA. Business-to-business service. Marketing [J], Journal of Business and Marketing.1993(81):45-57.
34. Fornell C, Johnson M. D. Differentiation as a Basis for Explaining Customer Satisfaction Across Industries [J], Journal of Economic Psychology,1993 (14):681-596.
35. Fornell. C, Johnson M. D, Anderson E W, Bryant B E. The American customer Satisfaction Index: Nature, Purpose and Fingdings [J], Journal of Marketing,1996(60):7-18.
36. Michael D. Johnson, Anders Gustafsson, Tor Wallin Andreassen, Line Lervik and Jaesung Cha. The evolution and future of national customer satisfaction index models [J]. Journal of Economic Psychology,2001(22):217-245.
37. Jan A. Eklof, Anders Westlund. Customer satisfaction index and its role in quality management [J], Total Quality Management & Business Excellence,2001(1):80-86.
38. Hill R. W., Hillier T. J. Organizational Buying Behaviour [M], London:Macmillan,1977,103-109.
39. Howard I. and J. N. Sheth. The theory of Industrial Buyer Behavior [M], New York:Wiley,1971: 125-136.
40.黄桐城,武邦涛,姚哗.顾客满意度多层次模糊测评模型及其应用[J],系统工程理论方法应用,2002(04)：17-23.
41.杨双钊,罗晓光.基于体验模糊性的顾客满意度评价方法研究[J],哈尔滨商业大学学报,2003(05)：21-27.
42.吴晓明,沈邦兴.顾客满意度的模糊综合评价方法[J],计量与测试技术,2003(03)：19-26.
43.顾明辉,席亮,岑咏霆.产品设计的顾客满意度测评模糊技术[J],工业工程与管理,2003(02)：13-18.
44.薛伟,周宏明,郑蓓蓉.基于质量成本的客户满意度优化策略[J],经济管理,2004(5)：31-33.
45.刘金兰,朱晓畅.顾客满意度指标重要性测量的主成分分析与多元回归方法[J],2004(02)：15-21.
46.刘宁.客户满意度测评方法的研究[M],北京：中国标准出版社,2001：47-59.
47.宋先道,李涛.客户满意度指数研究现状分析与改进措施[J],天津大学学报,2002(5)：24-29.
48.廖公仆.工业品市场顾客忠诚的影响因素研究[D],杭州浙江大学,2005.
49. Yoram Wind, Frederick E. Webster. On the Study of Industrial Buying Behavior:Current Practices and Future Trends [J], Industrial Marketing Management,1972(4):411-416.
50.菲利普.科特勒著,梅汝和等译,营销管理：分析、计划、执行和控制[M],上海：上海人民出版社,1999：195-199.
51.陈雪阳,刘建新.顾客抱怨的形成机理与补救策略[J],经济管理,2007(09)：29-33.