顾客服务价值研究——企业核心竞争力
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摘要
美国经营管理学家保罗·索尔曼说：“现代企业的命运在顾客手中。”[1]顾客作为一种宝贵的资源，已经被越来越多的企业所重视。如何服务顾客，如何实现顾客价值和企业价值的最大化，是一个值得深入研究的课题。对顾客服务中的价值问题进行研究，可以使企业确立正确的顾客服务价值观，有效管理顾客关系，最终实现企业核心竞争力的培育和提升。这对于刚加入世界贸易组织（WTO），面临新的竞争环境和外国企业更加激烈的挑战的中国企业来讲，是一项极其重要和有意义的工作。
本论文在查阅了大量中外有关顾客服务方面的专著、期刊、学位论文和其它文献以及对企业案例进行调研的基础上，试图对顾客服务中的顾客价值的实现及其与企业价值的关系进行一定程度的探讨，最终的重点是对顾客服务和顾客关系管理如何打造企业核心竞争力方面的研究。
首先，论文对顾客的定义进行界定，并且根据马洛斯的需求理论[2-3]对顾客群体的需求进行分析；在此基础上，简单介绍了企业对自身顾客群体进行正确细分的具体方法。论文在第一章末尾提出顾客是企业的重要资源。
其次，论文根据国内外研究情况，对顾客服务思想的发展和定义进行归纳；然后重点对顾客服务的目标——顾客满意进行分析：顾客满意的形成，顾客满意度衡量中的精确抽样和方案选择，顾客满意对顾客宣传、反馈行为的影响，以及顾客满意与顾客忠诚的互动关系。文章指出要实现顾客资源价值，最重要的前提就是顾客满意和顾客的忠诚。
第三，论文进而指出在顾客满意和顾客忠诚的背后，实质就是要求企业为顾客创造出更大的价值。根据菲利普·科特勒的顾客让渡价值理论[4]和迈克尔·波特的价值链理论[5]，本文对顾客服务中的顾客价值的形成，价值的增值和传递进行了分析研究；在此基础上设计出顾客关系价值链的基本模型，并且就顾客价值链与企业价值链的关系，提出优化顾客关系价值链的方法。
最后，论文归结到本文研究的最终目的：如何利用顾客服务来打造企业的核心竞争力。通过对国内外相关研究和实践的分析，首先归纳论述作为顾客服务思想在企业中的具体实现，顾客关系管理（CRM）的组成和技术要求；然后，文章重点分析了如何利用顾客关系管理来提升企业的核心竞争力，并且结合入世后面临的挑战，对我国企业如何利用顾客服务思想来提高企业竞争力，在竞争中求得生
存和发展做了进一步的探索和讨论。
The American management expert Paul·Sohlman said: "Modern enterprise's fate is in the customers' hands." As a valuable resource, customer has been paid attention by more and more enterprises. It is a worthwhile topic to be studied extensively to provide the right service to customer and pursue the maximization of customer and industry value. The study of value issues in customer service will allow industry to establish proper customer service value, effectively manage customer relationship and, ultimately, foster and promote industry core competence. It is an extremely important and significant task for Chinese industries, which are facing new competitive environment and more intensive challenges from their international competitors after China's entry to WTO.
After investigating numerous monographs, treatises, periodicals, academic degree theses, and other documents and literatures, as well as the case studies of the industry, the author examined accomplishment of customer value in customer service and its relationship with industry value. The ultimate goal of this thesis is to explore the approaches of building up the industry core competence focusing on the customer service and customer relationship management.
Firstly, the author defined customer and analyzed customer group demands according to Maslow's Hierarchy of needs theory. Based on this, the author briefly introduced the means that industry classifies its own customer groups. At the end of the first chapter, the author proposed that customers are an important resource for an industry.
Secondly, according to current studies in the domestic and foreign field, the author summarized the definitions and developments of customer service, then analyzed emphatically the goal of customer service - customer satisfaction, which includes the formation of customer satisfaction, the accurate sampling of customer satisfaction measurement and scheme choices, the effect of customer satisfaction on customer advertising and feedback behavior as well as the interactive relationship of customer satisfaction and customer loyalty. The author suggested that customer satisfaction and customer loyalty is the most important prerequisite to accomplish customer resource value.
Thirdly, the author pointed out that the essence behind customer satisfaction and loyalty is to require industry to create greater value for customer. According to the customer delivered value theory by Philip Kotler's and the value chain theory by Michael Porter's, the author analyzed the formation, increment and delivery of customer value in customer service. From this study, the author also designed a basic model involving customer relationship value chain, furthermore, proposed the method of optimizing customer relationship value chain on account of the
relationship between customer value chain and industry value chain.
In summary, the final objective is to explore paths to utilize customer service to build up industry core competence. Through the analysis of domestic and overseas-related study and practice, the author discussed the concrete accomplishment of customer service in industry, the composition and technical requirements of customer relationship management (CRM). Finally, the author analyzed the ways to improve industry core competence using customer relationship management. Combining the upcoming challenges after China's entry to WTO, the author gave his suggests about how Chinese enterprises improve industry competence using CRM, thereby, survive and develop when facing challenges.
本论文在查阅了大量中外有关顾客服务方面的专著、期刊、学位论文和其它文献以及对企业案例进行调研的基础上，试图对顾客服务中的顾客价值的实现及其与企业价值的关系进行一定程度的探讨，最终的重点是对顾客服务和顾客关系管理如何打造企业核心竞争力方面的研究。
首先，论文对顾客的定义进行界定，并且根据马洛斯的需求理论[2-3]对顾客群体的需求进行分析；在此基础上，简单介绍了企业对自身顾客群体进行正确细分的具体方法。论文在第一章末尾提出顾客是企业的重要资源。
其次，论文根据国内外研究情况，对顾客服务思想的发展和定义进行归纳；然后重点对顾客服务的目标——顾客满意进行分析：顾客满意的形成，顾客满意度衡量中的精确抽样和方案选择，顾客满意对顾客宣传、反馈行为的影响，以及顾客满意与顾客忠诚的互动关系。文章指出要实现顾客资源价值，最重要的前提就是顾客满意和顾客的忠诚。
第三，论文进而指出在顾客满意和顾客忠诚的背后，实质就是要求企业为顾客创造出更大的价值。根据菲利普·科特勒的顾客让渡价值理论[4]和迈克尔·波特的价值链理论[5]，本文对顾客服务中的顾客价值的形成，价值的增值和传递进行了分析研究；在此基础上设计出顾客关系价值链的基本模型，并且就顾客价值链与企业价值链的关系，提出优化顾客关系价值链的方法。
最后，论文归结到本文研究的最终目的：如何利用顾客服务来打造企业的核心竞争力。通过对国内外相关研究和实践的分析，首先归纳论述作为顾客服务思想在企业中的具体实现，顾客关系管理（CRM）的组成和技术要求；然后，文章重点分析了如何利用顾客关系管理来提升企业的核心竞争力，并且结合入世后面临的挑战，对我国企业如何利用顾客服务思想来提高企业竞争力，在竞争中求得生
存和发展做了进一步的探索和讨论。
The American management expert Paul·Sohlman said: "Modern enterprise's fate is in the customers' hands." As a valuable resource, customer has been paid attention by more and more enterprises. It is a worthwhile topic to be studied extensively to provide the right service to customer and pursue the maximization of customer and industry value. The study of value issues in customer service will allow industry to establish proper customer service value, effectively manage customer relationship and, ultimately, foster and promote industry core competence. It is an extremely important and significant task for Chinese industries, which are facing new competitive environment and more intensive challenges from their international competitors after China's entry to WTO.
After investigating numerous monographs, treatises, periodicals, academic degree theses, and other documents and literatures, as well as the case studies of the industry, the author examined accomplishment of customer value in customer service and its relationship with industry value. The ultimate goal of this thesis is to explore the approaches of building up the industry core competence focusing on the customer service and customer relationship management.
Firstly, the author defined customer and analyzed customer group demands according to Maslow's Hierarchy of needs theory. Based on this, the author briefly introduced the means that industry classifies its own customer groups. At the end of the first chapter, the author proposed that customers are an important resource for an industry.
Secondly, according to current studies in the domestic and foreign field, the author summarized the definitions and developments of customer service, then analyzed emphatically the goal of customer service - customer satisfaction, which includes the formation of customer satisfaction, the accurate sampling of customer satisfaction measurement and scheme choices, the effect of customer satisfaction on customer advertising and feedback behavior as well as the interactive relationship of customer satisfaction and customer loyalty. The author suggested that customer satisfaction and customer loyalty is the most important prerequisite to accomplish customer resource value.
Thirdly, the author pointed out that the essence behind customer satisfaction and loyalty is to require industry to create greater value for customer. According to the customer delivered value theory by Philip Kotler's and the value chain theory by Michael Porter's, the author analyzed the formation, increment and delivery of customer value in customer service. From this study, the author also designed a basic model involving customer relationship value chain, furthermore, proposed the method of optimizing customer relationship value chain on account of the
relationship between customer value chain and industry value chain.
In summary, the final objective is to explore paths to utilize customer service to build up industry core competence. Through the analysis of domestic and overseas-related study and practice, the author discussed the concrete accomplishment of customer service in industry, the composition and technical requirements of customer relationship management (CRM). Finally, the author analyzed the ways to improve industry core competence using customer relationship management. Combining the upcoming challenges after China's entry to WTO, the author gave his suggests about how Chinese enterprises improve industry competence using CRM, thereby, survive and develop when facing challenges.
引文
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[2] 马斯洛.动机与人格.中文版.北京：华夏出版社.1987
[3] 弗兰克·戈布尔.第三思潮：马斯洛心理学.中文版.上海：上海译文出版社.1987
[4] 菲利普·科特勒.营销管理.第10版中译本.北京：中国人民大学出版社.2001
[5] 迈克尔·波特.陈小悦译.竞争优势.中文版.北京：华夏出版社.1997
[6] 琼·库勃·坎尼，唐纳德·卡普林著.奚红妹译.永远留住顾客--最富成效的经营策略.中文版.上海：上海人民出版社.1995
[7] 许宁.戴尔直接模式及其在中国的应用研究.http://www.amteam.org/2001/3/
[8] 中国标准网.http://www.zgbzw.com/
[9] 理查得·科克著.80/20 法则.中文版.北京：中国城市出版社.2000
[10] IT世界经理.http://www.ceocio.com.cn/
[11] 阿尔文·托夫勒.未来的冲击.中文版.北京：新华出版社.1996
[12] 阿尔夫·钱德尔.经营未来.中文版.北京：企业管理出版社.1997
[13] 舒尔兹等.整合营销传播.中文版.呼和浩特：内蒙古人民出版社.1998
[14] James A Fitzsimmons著.张金成，范秀成译.服务管理.中文版.北京：机械工业出版社.2000
[15] Raymond P.Fisk等著.张金成等译.互动服务营销.中文版.北京：机械工业出版社.2000
[16] 本·M·恩尼斯等.营销学经典权威论文集.第8版中译本.东北大学出版社.2000
[17] 迈克尔·J·贝克.市场营销百科.中译本.辽宁教育出版社.1998
[18] 阿伦·杜卡.美国市场营销协会顾客满意度手册.中文版.北京：宇航出版社.1998
[19] 奈杰尔·希尔著.赵学慧，叶振亚译.顾客满意度测量手册.中文版.沈阳：沈阳出版社.2000
[20] 弗雷得里克·莱希赫尔德著.常玉田译.忠诚的价值.中文版.北京：华夏出版社.2001
[21] 泰德·仲斯著.马越，徐德才等译.完美的顾客关怀.中文版.湖南：湖南人民出版社.2000
[22] 尼尔·瑞克曼等.合作竞争大未来.中译本.北京：经济管理出版社.1998
[23] 罗纳德·S·史威福特著.杨东龙等译.客户关系管理--加速利润和优势提升.中文版.北京：中国经济出版社.2001
[24] 弗雷得里克·纽厄尔.李安方等译.网络时代的顾客关系管理.中文版.北京：华夏出版社.2001
[25] 田同生.客户关系管理的中国之路.中文版.北京：机械工业出版社.2001
[26] 查尔斯·M·萨维奇.第5代管理.中文版.珠海：珠海出版社.1998
[27] 刘士鸿.服务管理与信息技术.www.amteam.org.24/10/2001
[28] 徐章一.顾客服务--供应链一体化的营销管理.中文版.北京：中国物质出版社.2002
[29] 詹姆斯·赫斯克特，厄尔·萨塞，伦纳德·施莱辛格著.牛海鹏等译.服务利润链.中文版.北京：华夏出版社.2001
[30] 新浪网新闻.http://news.sina.com.cn/
[31] 中展网.http://www.ccnf.net/comdex2000/docc/
[32] Cisco Corporation Homepage. http://www.cisco.com/
[33] 卡利斯·Y·鲍德温，金·B·克拉克等著.价值链管理.中文版.北京：中国人民大学出版社.2001
[34] 王新新.新竞争力.中文版.长春：长春出版社.2000
[35] 肖维品.建筑系统工程.中文版.重庆：重庆大学出版社.1992
[36] 肖维品.建设监理与工程控制.中文版.北京：科学出版社.2001
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