供电企业顾客满意度评测及服务营销策略研究
|
摘要
基于顾客满意度理论和7Ps服务营销组合理论,运用德尔菲法、访谈法和因子分析法构建适用于供电企业的顾客满意度评价体系。以泉州供电公司为例,根据测评结果,针对性地提出新形势下供电企业服务营销组合策略:①在产品与价格方面,着重利用大数据技术,挖掘用户深层次需求,实施新型电价体系。②在渠道与促销方面,建设能源数据云平台,基于共享经济,利用社交软件尝试鼓励用户参与创新。③在人员、服务过程与有形展示方面,建立完善的员工激励机制,合理规划营业场所布局,借助视觉识别设计技术,提升顾客满意度。研究结论拓展了服务营销和顾客满意度相关理论的运用,为供电企业适应市场化变革、提升服务质量提供借鉴。
Based on the customer satisfaction theory and the service marketing theory of 7 Ps,the Delphi method,interview and factor analysis method were used to construct the customer satisfaction evaluation system of power supply enterprise. By taking State Grid Quanzhou Electric Power Supply Company as an example,accorded to the evaluation results and combined with the electricity business marketing models in the new environment,the corresponding service marketing "7 Ps" combination strategies were put forward: ①In terms of products and prices,power supply companies should strengthen the use of big data technology to discover the needs of users deeply and implement the new electricity pricing system. ②In terms of channels and promotions,power supply companies could build the cloud platforms of energy data which based on the sharing economy and used social software to encourage users to participate in innovation. ③In terms of personnel,service process and physical display,the power supply companies could enhance the customer satisfaction by establishing a perfect employee incentive mechanism,regulating the layout of the business ground and office and using visual identification design technology. The conclusions did not only enrich the application of the theory of customer satisfaction and the service marketing theory of 7 Ps,but also provide the suggestions for the power supply enterprises to adapt to the change of market and improve the service quality.
Based on the customer satisfaction theory and the service marketing theory of 7 Ps,the Delphi method,interview and factor analysis method were used to construct the customer satisfaction evaluation system of power supply enterprise. By taking State Grid Quanzhou Electric Power Supply Company as an example,accorded to the evaluation results and combined with the electricity business marketing models in the new environment,the corresponding service marketing "7 Ps" combination strategies were put forward: ①In terms of products and prices,power supply companies should strengthen the use of big data technology to discover the needs of users deeply and implement the new electricity pricing system. ②In terms of channels and promotions,power supply companies could build the cloud platforms of energy data which based on the sharing economy and used social software to encourage users to participate in innovation. ③In terms of personnel,service process and physical display,the power supply companies could enhance the customer satisfaction by establishing a perfect employee incentive mechanism,regulating the layout of the business ground and office and using visual identification design technology. The conclusions did not only enrich the application of the theory of customer satisfaction and the service marketing theory of 7 Ps,but also provide the suggestions for the power supply enterprises to adapt to the change of market and improve the service quality.
引文
[1]Cardozo R N. An Experimental Study of Customer Effort,Expectation,and Satisfaction[J]. Journal of Marketing Research,1965,2(3)∶244-249.
[2]刘坤．顾客满意度理论综述[J]．山东通信技术，2005,25(4)∶36-39.
[3]Brady M K,Cronin J J,Brand R R. Performance——Only Measurement of Service Quality:A Replication Extension[J]. Journal of Business Research,2002,55(1)∶17-31.
[4]王凤莲，谢荣见．顾客满意度效用决策模型的构建[J]．统计与决策，2017,(5)∶59-63.
[5]杨伟文，吴庆田，李明清．顾客满意度评价指标体系的建立与模糊综合评价[J]．技术经济，2001,(4)∶62-64.
[6]张馨遥，沈涌，张健，等．网络用户健康信息服务满意度量表编制及其信度和效度检验[J]．情报科学，2018,36(3)∶144-150.
[7]解红丽，贺桂兰．电力行业营销观念的变迁[J]．山西财经大学学报，2009,31(2)∶100.
[8]Littlechild S. Retail Competition in Electricity Markets-expectations,Outcomes and Economics[J]. Energy Policy,2009,37(2)∶759-763.
[9]王君安，高红贵，颜永才，等．能源互联网与中国电力企业商业模式创新[J]．科技管理研究，2017,37(8)∶26-32.
[10]刘立，曹敏，白永秀．电力市场改革背景下中美售电公司营销策略分析[J]．福建论坛(人文社会科学版)，2017,(8)∶16-22.
[11]白杨，李昂，夏清．新形势下电力市场营销模式与新型电价体系[J]．电力系统保护与控制，2016,44(5)∶10-16.
[12]肖智，朱安明，王现宁，等．互联网推进空气质量与工业行业效率研究[J]．软科学，2018,(1)∶27-30.
[13]冯小亮，牟宇鹏，丁刚．共享经济时代企业顾客协同价值创造模式研究[J]．华东经济管理，2018,32(6)∶148-156.
[2]刘坤．顾客满意度理论综述[J]．山东通信技术，2005,25(4)∶36-39.
[3]Brady M K,Cronin J J,Brand R R. Performance——Only Measurement of Service Quality:A Replication Extension[J]. Journal of Business Research,2002,55(1)∶17-31.
[4]王凤莲，谢荣见．顾客满意度效用决策模型的构建[J]．统计与决策，2017,(5)∶59-63.
[5]杨伟文，吴庆田，李明清．顾客满意度评价指标体系的建立与模糊综合评价[J]．技术经济，2001,(4)∶62-64.
[6]张馨遥，沈涌，张健，等．网络用户健康信息服务满意度量表编制及其信度和效度检验[J]．情报科学，2018,36(3)∶144-150.
[7]解红丽，贺桂兰．电力行业营销观念的变迁[J]．山西财经大学学报，2009,31(2)∶100.
[8]Littlechild S. Retail Competition in Electricity Markets-expectations,Outcomes and Economics[J]. Energy Policy,2009,37(2)∶759-763.
[9]王君安，高红贵，颜永才，等．能源互联网与中国电力企业商业模式创新[J]．科技管理研究，2017,37(8)∶26-32.
[10]刘立，曹敏，白永秀．电力市场改革背景下中美售电公司营销策略分析[J]．福建论坛(人文社会科学版)，2017,(8)∶16-22.
[11]白杨，李昂，夏清．新形势下电力市场营销模式与新型电价体系[J]．电力系统保护与控制，2016,44(5)∶10-16.
[12]肖智，朱安明，王现宁，等．互联网推进空气质量与工业行业效率研究[J]．软科学，2018,(1)∶27-30.
[13]冯小亮，牟宇鹏，丁刚．共享经济时代企业顾客协同价值创造模式研究[J]．华东经济管理，2018,32(6)∶148-156.