华北电网公司客户满意度调查与评价研究
摘要
电力改革之后,电力公司已经进入了一个竞争的市场,效益成为企业生存的前提和发展的源泉,优质的服务可以促进产品的销售进而提高企业的效益,因此,建立以客户为中心的营销机制,树立以客户满意为核心的市场营销观念,做好客户满意度工作,持续开展供电服务品质评价工作对于加强供电服务品质管理,及时发现供电服务的薄弱环节,采取有针对性的改进措施,不断提升服务能力,满足客户需求对电力公司的持续发展具有重要的现实意义。
首先,本文系统阐述了客户满意理论,分别从纵向和横向层面以及电力公司的角度阐释了客户满意的内涵,对比分析了国内外关于客户满意度指数模型的特点,并阐述了提高客户满意度的途径;其次,对华北电网客户满意度进行动态调研,通过调研问卷的形式进行客户满意度调研,建立华北电网客户满意度指数模型,并对调研结果进行质量感知、形象感知、忠诚度等分析;最后,在结合满意度评价现状基础上,构建了反映华北电网客户满意度的动态评价模型,本文从四个层面构建了客户满意度指标体系,利用层次分析法和德尔菲法确定相互影响的各指标权重及利用模糊综合对影响电力客户满意度的因素进行定量化分析与评价,并从服务环节和服务过程两个方面提出服务质量改进措施。研究表明,本文提出的电力客户满意度调研的五个闭环控制过程和提高客户服务质量的措施切实可行,具有重要的应用价值和实践意义。
After the electricity reforming, the power company has entered a very competitive market, the benefit becomes a prerequisite for business survival and the source of its development, excellent service can promote product sales, thus increase the benefit of enterprises.So the establishment of customer-centric marketing mechanism, seting the customer satisfaction at the core of marketing concepts, doing well the work for customer satisfaction and continuing carring out the quality evaluation of power supply service have important practical significance,such as enhancing the power supply service quality management, discovering the weak links in supply service, taking targeted improvements, improving service capacity, meeting customer demand and the sustainable development of the power companies.
This paper takes the domestic and international research and application of customer satisfaction as the starting point. First of all, comparative analysis of the foreign the features of international customer satisfaction index model, analysis suitable customer satisfaction index model for China; And then, it uses the questionnaire to survey customer satisfaction, establishes the North China Power customer satisfaction index model, research results on the quality of perception, image perception, loyalty and other analysis, proposes a cycle progression process which bases on customer satisfaction in North China Power Grid Dynamic Power customer satisfaction survey. In combination with satisfaction status, it constructs a set of index system which reflects the customer satisfaction of North China Power Grid uses FAPH method do quantitative and qualitative analysis to the uncertainty of customer satisfaction factors and proposes measures to improve the quality of power customer service. Empirical studies show that five closed-loop control processes of power customer satisfaction survey and measures of improving customer service quality are feasible and have important application value and practical significance.
首先,本文系统阐述了客户满意理论,分别从纵向和横向层面以及电力公司的角度阐释了客户满意的内涵,对比分析了国内外关于客户满意度指数模型的特点,并阐述了提高客户满意度的途径;其次,对华北电网客户满意度进行动态调研,通过调研问卷的形式进行客户满意度调研,建立华北电网客户满意度指数模型,并对调研结果进行质量感知、形象感知、忠诚度等分析;最后,在结合满意度评价现状基础上,构建了反映华北电网客户满意度的动态评价模型,本文从四个层面构建了客户满意度指标体系,利用层次分析法和德尔菲法确定相互影响的各指标权重及利用模糊综合对影响电力客户满意度的因素进行定量化分析与评价,并从服务环节和服务过程两个方面提出服务质量改进措施。研究表明,本文提出的电力客户满意度调研的五个闭环控制过程和提高客户服务质量的措施切实可行,具有重要的应用价值和实践意义。
After the electricity reforming, the power company has entered a very competitive market, the benefit becomes a prerequisite for business survival and the source of its development, excellent service can promote product sales, thus increase the benefit of enterprises.So the establishment of customer-centric marketing mechanism, seting the customer satisfaction at the core of marketing concepts, doing well the work for customer satisfaction and continuing carring out the quality evaluation of power supply service have important practical significance,such as enhancing the power supply service quality management, discovering the weak links in supply service, taking targeted improvements, improving service capacity, meeting customer demand and the sustainable development of the power companies.
This paper takes the domestic and international research and application of customer satisfaction as the starting point. First of all, comparative analysis of the foreign the features of international customer satisfaction index model, analysis suitable customer satisfaction index model for China; And then, it uses the questionnaire to survey customer satisfaction, establishes the North China Power customer satisfaction index model, research results on the quality of perception, image perception, loyalty and other analysis, proposes a cycle progression process which bases on customer satisfaction in North China Power Grid Dynamic Power customer satisfaction survey. In combination with satisfaction status, it constructs a set of index system which reflects the customer satisfaction of North China Power Grid uses FAPH method do quantitative and qualitative analysis to the uncertainty of customer satisfaction factors and proposes measures to improve the quality of power customer service. Empirical studies show that five closed-loop control processes of power customer satisfaction survey and measures of improving customer service quality are feasible and have important application value and practical significance.
引文
[1]袁光华、艾媛媛.浅议电力公司大客户管理.电力技术经济[J].2003,15(6):27-28
[2]汤兵勇.客户关系管理(第二版)[M].高等教育出版社,2008:16-18
[3] Cardozo R M.An Experimenta Study of Consumer Effort,Expectation and Satisfaction [J].Journal of Marketing Research,1965,2(8):244-249
[4] Howard J A ,Sheth J N.Buyer Behavior and Relates Technological Advances [J].Journal of Marketing,1967,7(1):18-21
[5] Oliver R.L.A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions[J].Journal of Marketing Research,1980,17(4):460-469
[6] Woodruff R.B., Cacotte E.R., Jenkins R.L. Modeling Consumer Satisfaction Process Using Experience-Baded Norms[J].Journal of Marketing Research,1983,20(8):296-304
[7] Holbrook M B.Customer Value:a Framework for Analysis and search[J].Advance in Customers Research,1996,(3):138-142
[8]刘思强.电力客户满意度调查与测评分析及对供电企业经营启示[J].电与社会,2004,12(12):5-7
[9]邓向越.电力客户服务理论与实务[M].中国电力出版社,2008:146-150
[10]郭斌.浅谈电力客户满意度评价体系.湖州师范学院学报,2006,(28):235-237
[11]陈鹏亮.电脑机械部件制造企业的客户满意度测评方法研究[D].北京:清华大学工业工程专业,2008
[12]齐佳音、万岩、尹涛等.顾客关系管理[M].北京邮电大学出版社,2009,65-67
[13]裴飞、汤万金、咸成桐等.顾客满意研究与应用综述[J].世界标准化质量管理,2006,4-7
[14]林卉.模型的因果关系检验研究[J].统计与决策,2005,12(4):22-23
[15]刘新燕、刘燕妮、杨智等.构建新型顾客满意度指数模型[J].南开管理评论,2003,12(6):108-120
[16]凤伟.第三方物流企业客户满意度评价与分析[D].大连:大连海事大学物流工程专业,2008
[17]江林.顾客关系管理[M].首都经济贸易大学出版社,2005,155-159
[18]黄金祥、陈刚、尹建伟等.客户关系管理[M].浙江大学出版社,2002,69-76
[19]黄建辉.电力客户满意度动态测评模型[J].东北电力技术,2008,12(10): 43-46
[20]汤兵勇、雷轶.客户关系管理[M].高等教育出版社,2008,50-52
[21]於军.客户服务问题管理[M].上海人民出版社,2008,62-69
[22]张道乾.基于客户满意工程的商丘用电市场营销策略[D].北京:华北电力大学项目管理专业,2008
[23]于福海.基于客户满意度的抚顺市新抚供电分公司营销管理[D].北京:华北电力大学MBA专业,2008
[24]颜阳中.中山移动客户满意度调查与分析[D].电子科技大学MBA专业,2008
[25]周黎莎、于新华.基于网络层次分析法的电力客户满意度模糊综合评价.电网技术,2009,33(17):192-198
[26] Kaplan R S, Norton D P. The balanced scorecard: Translating strategy into action [M].Boston: Harvard Business School Press, 1996
[27]闫晓天、魏宏俊.电力客户满意度评价体系的建立与应用[J].华东电力,2005,32(12):52-55
[28] Rockart J F. Chief executives define their own data needs [J].Harvard Business Review,1979
[29]姜东飞.基于客户满意度综合指标评价的电力市场营销对策[D].保定:华北电力大学工业企业管理技术及应用专业,2008
[30]卢建昌、韩红领、刘天宝等.基于模糊积分的电力客户满意度综合评价.电网技术,2008,32(1):67-70
[31]张杏芝.长春电力市场客户满意度综合评价研究[D].北京:华北电力大学,2008
[32] Mabert V A, Venkataraman M A. Enterprise resource planning survey of US manufacturing firms [J].Production and Inventory Management, 2000, 41(2):52-58
[33]王宏.客户服务部规范化管理工具箱.人民邮电出版社,2007,34-42
[34] Saaty T L. The Analytic Hierarchy Process[M]. New York:McGraw-Hill Inc,1980
[35]常玉、刘显东.层次分析、模糊评价在企业技术创新能力评估中的应用.科技进步与对策,2002,19(9):125-127
[36]强瑞.模糊AHP在职工绩效考核中的应用[J].郑州航空工业管理学院学报,2000,18(1):59-63
[37]张学军.ERP系统实施绩效的模糊层次评价研究[J].内蒙古大学学报(自然科学版),2005,(4):462-466
[38]李翔,杨淑霞,黄陈峰等.基于模糊多属性决策法的用电客户信用评价[J].电网技术,2004,28(21):56-59
[39] Shyi-Ming Chen. Measures of similarity between vague sets. Fuzzy Sets and Systems,1995,217-223
[40] Yonggui He, Lianfu Jiang, Bo Li. The performance evaluation of ERP application based on TOPSIS and Vague set. ACICTA2009,(10):698-701
[41]何永贵,姜连福,张立艳.基于BSC和CSF的化工企业ERP应用绩效Vague评价[J].计算机与应用化学,2009,26(9):1115-1120
[42]张杏芝.长春电力市场客户满意度综合评价研究[D].北京:华北电力大学管理科学与工程专业,2008
[43]巩红.电力企业客户满意度测评[J].统计与决策,2008,264(12):181-183
[2]汤兵勇.客户关系管理(第二版)[M].高等教育出版社,2008:16-18
[3] Cardozo R M.An Experimenta Study of Consumer Effort,Expectation and Satisfaction [J].Journal of Marketing Research,1965,2(8):244-249
[4] Howard J A ,Sheth J N.Buyer Behavior and Relates Technological Advances [J].Journal of Marketing,1967,7(1):18-21
[5] Oliver R.L.A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions[J].Journal of Marketing Research,1980,17(4):460-469
[6] Woodruff R.B., Cacotte E.R., Jenkins R.L. Modeling Consumer Satisfaction Process Using Experience-Baded Norms[J].Journal of Marketing Research,1983,20(8):296-304
[7] Holbrook M B.Customer Value:a Framework for Analysis and search[J].Advance in Customers Research,1996,(3):138-142
[8]刘思强.电力客户满意度调查与测评分析及对供电企业经营启示[J].电与社会,2004,12(12):5-7
[9]邓向越.电力客户服务理论与实务[M].中国电力出版社,2008:146-150
[10]郭斌.浅谈电力客户满意度评价体系.湖州师范学院学报,2006,(28):235-237
[11]陈鹏亮.电脑机械部件制造企业的客户满意度测评方法研究[D].北京:清华大学工业工程专业,2008
[12]齐佳音、万岩、尹涛等.顾客关系管理[M].北京邮电大学出版社,2009,65-67
[13]裴飞、汤万金、咸成桐等.顾客满意研究与应用综述[J].世界标准化质量管理,2006,4-7
[14]林卉.模型的因果关系检验研究[J].统计与决策,2005,12(4):22-23
[15]刘新燕、刘燕妮、杨智等.构建新型顾客满意度指数模型[J].南开管理评论,2003,12(6):108-120
[16]凤伟.第三方物流企业客户满意度评价与分析[D].大连:大连海事大学物流工程专业,2008
[17]江林.顾客关系管理[M].首都经济贸易大学出版社,2005,155-159
[18]黄金祥、陈刚、尹建伟等.客户关系管理[M].浙江大学出版社,2002,69-76
[19]黄建辉.电力客户满意度动态测评模型[J].东北电力技术,2008,12(10): 43-46
[20]汤兵勇、雷轶.客户关系管理[M].高等教育出版社,2008,50-52
[21]於军.客户服务问题管理[M].上海人民出版社,2008,62-69
[22]张道乾.基于客户满意工程的商丘用电市场营销策略[D].北京:华北电力大学项目管理专业,2008
[23]于福海.基于客户满意度的抚顺市新抚供电分公司营销管理[D].北京:华北电力大学MBA专业,2008
[24]颜阳中.中山移动客户满意度调查与分析[D].电子科技大学MBA专业,2008
[25]周黎莎、于新华.基于网络层次分析法的电力客户满意度模糊综合评价.电网技术,2009,33(17):192-198
[26] Kaplan R S, Norton D P. The balanced scorecard: Translating strategy into action [M].Boston: Harvard Business School Press, 1996
[27]闫晓天、魏宏俊.电力客户满意度评价体系的建立与应用[J].华东电力,2005,32(12):52-55
[28] Rockart J F. Chief executives define their own data needs [J].Harvard Business Review,1979
[29]姜东飞.基于客户满意度综合指标评价的电力市场营销对策[D].保定:华北电力大学工业企业管理技术及应用专业,2008
[30]卢建昌、韩红领、刘天宝等.基于模糊积分的电力客户满意度综合评价.电网技术,2008,32(1):67-70
[31]张杏芝.长春电力市场客户满意度综合评价研究[D].北京:华北电力大学,2008
[32] Mabert V A, Venkataraman M A. Enterprise resource planning survey of US manufacturing firms [J].Production and Inventory Management, 2000, 41(2):52-58
[33]王宏.客户服务部规范化管理工具箱.人民邮电出版社,2007,34-42
[34] Saaty T L. The Analytic Hierarchy Process[M]. New York:McGraw-Hill Inc,1980
[35]常玉、刘显东.层次分析、模糊评价在企业技术创新能力评估中的应用.科技进步与对策,2002,19(9):125-127
[36]强瑞.模糊AHP在职工绩效考核中的应用[J].郑州航空工业管理学院学报,2000,18(1):59-63
[37]张学军.ERP系统实施绩效的模糊层次评价研究[J].内蒙古大学学报(自然科学版),2005,(4):462-466
[38]李翔,杨淑霞,黄陈峰等.基于模糊多属性决策法的用电客户信用评价[J].电网技术,2004,28(21):56-59
[39] Shyi-Ming Chen. Measures of similarity between vague sets. Fuzzy Sets and Systems,1995,217-223
[40] Yonggui He, Lianfu Jiang, Bo Li. The performance evaluation of ERP application based on TOPSIS and Vague set. ACICTA2009,(10):698-701
[41]何永贵,姜连福,张立艳.基于BSC和CSF的化工企业ERP应用绩效Vague评价[J].计算机与应用化学,2009,26(9):1115-1120
[42]张杏芝.长春电力市场客户满意度综合评价研究[D].北京:华北电力大学管理科学与工程专业,2008
[43]巩红.电力企业客户满意度测评[J].统计与决策,2008,264(12):181-183