清华斯维尔软件科技有限公司客户满意度研究
摘要
本文以清华斯维尔软件科技有限公司(以下简称斯维尔公司)为研究对象,在客户关系管理理论的基础上,参考ACSI等客户满意指标体系模型,依据软件行业特性,提出了斯维尔的客户满意度评价指标体系模型。为了对斯维尔的客户满意度进行测量,本文采用层次分析法对上述指标体系的权重进行测量。从而构成完整的可测量的客户满意度评价指标体系。
随后,本文根据上述客户满意度评价指标体系对斯维尔公司客户满意度进行测量,测量的步骤为:1、设计、发放、统计调查问卷;2、对斯维尔公司客户满意度指标体系进行探索性因子分析;3、分析问卷调查结果,对斯维尔公司客户满意度水平进行了测评。
本文主要成果如下:
1、针对软件行业和企业的特殊性,提出了斯维尔公司客户满意度评价指标体系。
2、通过探索性因子分析,证明上述评价指标体系具有合理性与有效性。
3、构建指标体系、确定权重、根据问卷结果测算相结合的方法具有一定的普遍意义,是测度企业客户满意度的一般方法。
4、通过上述方法对斯维尔公司客户满意度水平进行了实际测度,进而识别出影响斯维尔公司客户满意度的关键因素。
This paper presents the customer satisfaction index evaluation system of Tsing hua swear company based on CRM theory, ACSI model as well as the characteristics of software industry. In order to evaluate customer satisfaction of swear company, this paper measures the weight of index system rendered above by the method of AHP. As a result, the measurable and complete customer satisfaction evaluation index system is constructed.
Then this paper measures the customer satisfaction level of swear company according to the index system built above. The measure processes are as follows. 1. Design, distribute and statistic questionnaire; 2. Make an exploring factor analysis towards customer satisfaction index of swear company; 3. Analyze the result of questionnaire survey and evaluate the actual customer satisfaction level of swear company.
The main results of this paper are as follows.
1. This paper presents the customer satisfaction index system of swear company according to the characteristics of software industry and enterprise itself.
2. This paper proves the evaluation index system of swear company is reasonable and effective.
3. This paper presents a common method of measuring customer satisfaction through constructing index system, confirming weight and evaluating the results of questionnaire survey.
4. This paper evaluates the actual customer satisfaction level by the method rendered above and identifies the key factors which influence the customer satisfaction of Tsing hua swear company.
随后,本文根据上述客户满意度评价指标体系对斯维尔公司客户满意度进行测量,测量的步骤为:1、设计、发放、统计调查问卷;2、对斯维尔公司客户满意度指标体系进行探索性因子分析;3、分析问卷调查结果,对斯维尔公司客户满意度水平进行了测评。
本文主要成果如下:
1、针对软件行业和企业的特殊性,提出了斯维尔公司客户满意度评价指标体系。
2、通过探索性因子分析,证明上述评价指标体系具有合理性与有效性。
3、构建指标体系、确定权重、根据问卷结果测算相结合的方法具有一定的普遍意义,是测度企业客户满意度的一般方法。
4、通过上述方法对斯维尔公司客户满意度水平进行了实际测度,进而识别出影响斯维尔公司客户满意度的关键因素。
This paper presents the customer satisfaction index evaluation system of Tsing hua swear company based on CRM theory, ACSI model as well as the characteristics of software industry. In order to evaluate customer satisfaction of swear company, this paper measures the weight of index system rendered above by the method of AHP. As a result, the measurable and complete customer satisfaction evaluation index system is constructed.
Then this paper measures the customer satisfaction level of swear company according to the index system built above. The measure processes are as follows. 1. Design, distribute and statistic questionnaire; 2. Make an exploring factor analysis towards customer satisfaction index of swear company; 3. Analyze the result of questionnaire survey and evaluate the actual customer satisfaction level of swear company.
The main results of this paper are as follows.
1. This paper presents the customer satisfaction index system of swear company according to the characteristics of software industry and enterprise itself.
2. This paper proves the evaluation index system of swear company is reasonable and effective.
3. This paper presents a common method of measuring customer satisfaction through constructing index system, confirming weight and evaluating the results of questionnaire survey.
4. This paper evaluates the actual customer satisfaction level by the method rendered above and identifies the key factors which influence the customer satisfaction of Tsing hua swear company.
引文
[1]Oliver,Richard L,Rust Roland T,etc.Customer Delight:Foundations,Findings and Managerial Insight[J].Journal of Retailing,1997,73(3):311-336
[2]Cardozo Richard.Customer Satisfactions:Laboratory Study and Marketing Action[J].Journal of Marketing Research,1994,2:244-249
[3]贾俊平.统计学[M].北京:中国人民大学出版社,2002.
[4]Richard A.Johnson,Dean W.Wicher.实用多元统计分析[M].第四版.北京:清华出版社,2001
[5]Bettman James R.Consumer Psychology[M].Annual Review of Psychology,1996,37:257-289
[6]何荣勤.CRM原理·设计·实践[M].北京:电子工业出版社,2006
[7]杨永恒等.客户关系管理的内涵、驱动因素和成长维度[J].南开管理评论,200(2):48-52
[8]Romano N C.Customer relations management in information systems searches[C].Longbeach,California,USA,2000:811-819
[9]Burghard C,Galimi J.Customer relationship management-new MCO catalyst[J].Gartner Advisory,2000,(1):57-58
[10]Osterle H,Muther A.Electronic customer care[J].Airshafts informaties,1998,40(2):105-113
[11]Schulze J,Bach M Osterle H.Customer relationship management:concept,potential and method in chain[C].2000:2-18
[12]Swift R S.Accelerating customer relationship:using CRM and relationship technologies [M].Prentice-halt Inc.,2001
[13]Kotler P.梅汝和等译.营销管理[M].上海:上海人民出版社,1999
[14]莫林纽可斯著,陈宏华译.永驻客户:浓度透析客户关系管理[M].北京:民邮电出版社,2004[15]Olson Jerry C,Philip A.Dover.Disconfirmation of Consumer Expectations through Trial [J].Journal ofApplied Psychology,1999,64(2):179-189
[16]孙立辉.客户满意理论研究[J].东北师大学报(哲学社会科学版),2003,(4):18-23
[17]白长虹,廖伟.基于客户感知价值的客户满意研究[J].南开学报,2001(6)
[18]格林伯格.实时的客户关系管理.北京:机械工业出版社,2002
[19]韩经纶,韦福祥.顾客满意与顾客忠诚互动关系研究.南开管理评论,2001(6):8-11
[20]阿伦·杜卡,吕一林,阎红燕译.美国市场营销学会客户满意度手册[M].香港:科文出版有限公司,1998
[21]张富山.客户满意:关注的焦点[M],北京:中国计划出版社,2001
[22]王健康,寇纪淞.客户关系管理价值链研究[J].管理工程学报,2002,16(4):4-8
[23]Oliver,Richard L.Cognitive Model of the Antecedents and Consequences of Satisfaction Decision[J].Journal of Marketing Research,1980,(4):460-469
[24]Cadotte,Ernest R,Woodruff,Robert B.etc.Expectation and Norms in Models of Consumer Satisfaction[J].Journal of Marketing Research,1987,(3):305-314
[25]汪纯孝.客户满意程度模型研究[J].广州:中山大学学报(社会科学版),1999,(5):92-98
[26]Peterson Robert A,William R Wilson.Measuring Customer Satisfaction:Fact and Artifact [J].Journal of the Academy of Marketing Science.1992,20:61-71
[27]菲利普·科特勒.市场营销管理[M],北京:中国人民大学出版社,2000,276-278
[28]John Keith.Customer Satisfaction Index[J].Quality World,1998,7:31-34
[29]Fornell,C·Johnson,Michael·D,etc.The American Customer Satisfaction Index:Nature,Purpose,and Findings[J].Journal of Marketing,1996,60(4):7-18.
[30]Fornell C A.National Customer Satisfaction Barometer:The Swedish Experience[J].Journal of Marketing,1992,56(1):6-21.
[31]唐晓芬.客户满意度测评[M].上海:上海科学技术出版社,2001
[32]殷荣伍.美国客户满意度指标述评[M].世界标准化与质量管理,2000,(1):7-10
[33]Fornell C,Johnson,Michael D,etc.The American Customer Satisfaction Index:Nature,Purpose,and Findings[J].Journal of Marketing,1996,60(4):7-18.
[34]Peter J Paul,Jerry C Olson.Consumer Behavior:Marketing Strategy Perspective[M].Homewood:Richard D Irwin Inc,1997:345-357
[35]Hunt H Keith.In Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction[M].Cambridge MA:Marketing Science Institute,1997:455-546
[36]Churchill,Gilbert A,Carol Surprenant.An Investigation into the Determinants of Consumer Satisfaction[J].Journal of Marketing Research,1992,(11):491-504
[37]Alexander J,T L Saaty.The forward and backward processes of conflict analysis[J].America:Behavioral Science,1977,2:87-89
[38]杨和雄.模糊数学和它的应用[M].天津:天津科学技术出版社,1993
[39]汪应洛.系统工程理论方法与应用[M].北京:高等教育出版社,1992
[40]张新安.客户满意度测评模型研究[J].系统工程理沦方法应用,2002,11
[41]Churchill Gilbert A Jr,Carol Surprenant.An Investigation into the Determinants of Customer Satisfaction[J].Journal of Marketing Research,1992,(11):491-504
[42]Shavsky R,J A Miller.Customer Expectations,Product Performance,And Perceived Product Quality[J].Journal of Marketing Research,2006
[43]魏中龙.CS基本原理教程[M].北京:北京经济出版社,2000,72-78
[44]侯海青.客户满意度的定量评价方法[J].西安石油学院学报,1992,(10):19-21
[45]汪纯孝,岑成德,王卫东,朱流.客户满意程度模型研究[J].中山大学学报,1999,(5)
[46]Alexander J,T L Saaty.The forward and backward processes of conflict analysis[J].America:Behavioral Science,1977,2:87-89
[47]T L Saaty.The analytic hierarchy process[M].New York:Mc Graw-Hill,1980,249-381
[48]傅立.灰色系统理论及其应用[M].北京:科学技术文献出版社,1992.67-79
[49]陈琼华.综合评价中的赋权方法[J].统计与决策,2004,4:118-119
[50]洪楠.SPSS for windows统计分析教程[M].北京:电子工业出版社,2000,309
[51]高惠璇.应用多元统计分析[M].北京:北京大学出版社,2005,293
[52]德里克·艾伦,特尼鲁·拉奥.客户满意度数据分析[M].东北财经大学出版社,2005
[53]苏金明等.统计软件SPSS for Windows实用指南[M].北京:电子工业出版社,2000,493
[54]T L Saaty.The analytic hierarchy process[M].New York:Mc Graw-Hill,1980.249-381
[55]罗正清,方志刚.常用客户满意度研究模型及优缺点分析[J].贵州财经学院学报,2002,6
[56]德里克·艾伦,特尼鲁·拉奥.客户满意度数据分析[M].东北财经大学出版社,2005
[2]Cardozo Richard.Customer Satisfactions:Laboratory Study and Marketing Action[J].Journal of Marketing Research,1994,2:244-249
[3]贾俊平.统计学[M].北京:中国人民大学出版社,2002.
[4]Richard A.Johnson,Dean W.Wicher.实用多元统计分析[M].第四版.北京:清华出版社,2001
[5]Bettman James R.Consumer Psychology[M].Annual Review of Psychology,1996,37:257-289
[6]何荣勤.CRM原理·设计·实践[M].北京:电子工业出版社,2006
[7]杨永恒等.客户关系管理的内涵、驱动因素和成长维度[J].南开管理评论,200(2):48-52
[8]Romano N C.Customer relations management in information systems searches[C].Longbeach,California,USA,2000:811-819
[9]Burghard C,Galimi J.Customer relationship management-new MCO catalyst[J].Gartner Advisory,2000,(1):57-58
[10]Osterle H,Muther A.Electronic customer care[J].Airshafts informaties,1998,40(2):105-113
[11]Schulze J,Bach M Osterle H.Customer relationship management:concept,potential and method in chain[C].2000:2-18
[12]Swift R S.Accelerating customer relationship:using CRM and relationship technologies [M].Prentice-halt Inc.,2001
[13]Kotler P.梅汝和等译.营销管理[M].上海:上海人民出版社,1999
[14]莫林纽可斯著,陈宏华译.永驻客户:浓度透析客户关系管理[M].北京:民邮电出版社,2004[15]Olson Jerry C,Philip A.Dover.Disconfirmation of Consumer Expectations through Trial [J].Journal ofApplied Psychology,1999,64(2):179-189
[16]孙立辉.客户满意理论研究[J].东北师大学报(哲学社会科学版),2003,(4):18-23
[17]白长虹,廖伟.基于客户感知价值的客户满意研究[J].南开学报,2001(6)
[18]格林伯格.实时的客户关系管理.北京:机械工业出版社,2002
[19]韩经纶,韦福祥.顾客满意与顾客忠诚互动关系研究.南开管理评论,2001(6):8-11
[20]阿伦·杜卡,吕一林,阎红燕译.美国市场营销学会客户满意度手册[M].香港:科文出版有限公司,1998
[21]张富山.客户满意:关注的焦点[M],北京:中国计划出版社,2001
[22]王健康,寇纪淞.客户关系管理价值链研究[J].管理工程学报,2002,16(4):4-8
[23]Oliver,Richard L.Cognitive Model of the Antecedents and Consequences of Satisfaction Decision[J].Journal of Marketing Research,1980,(4):460-469
[24]Cadotte,Ernest R,Woodruff,Robert B.etc.Expectation and Norms in Models of Consumer Satisfaction[J].Journal of Marketing Research,1987,(3):305-314
[25]汪纯孝.客户满意程度模型研究[J].广州:中山大学学报(社会科学版),1999,(5):92-98
[26]Peterson Robert A,William R Wilson.Measuring Customer Satisfaction:Fact and Artifact [J].Journal of the Academy of Marketing Science.1992,20:61-71
[27]菲利普·科特勒.市场营销管理[M],北京:中国人民大学出版社,2000,276-278
[28]John Keith.Customer Satisfaction Index[J].Quality World,1998,7:31-34
[29]Fornell,C·Johnson,Michael·D,etc.The American Customer Satisfaction Index:Nature,Purpose,and Findings[J].Journal of Marketing,1996,60(4):7-18.
[30]Fornell C A.National Customer Satisfaction Barometer:The Swedish Experience[J].Journal of Marketing,1992,56(1):6-21.
[31]唐晓芬.客户满意度测评[M].上海:上海科学技术出版社,2001
[32]殷荣伍.美国客户满意度指标述评[M].世界标准化与质量管理,2000,(1):7-10
[33]Fornell C,Johnson,Michael D,etc.The American Customer Satisfaction Index:Nature,Purpose,and Findings[J].Journal of Marketing,1996,60(4):7-18.
[34]Peter J Paul,Jerry C Olson.Consumer Behavior:Marketing Strategy Perspective[M].Homewood:Richard D Irwin Inc,1997:345-357
[35]Hunt H Keith.In Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction[M].Cambridge MA:Marketing Science Institute,1997:455-546
[36]Churchill,Gilbert A,Carol Surprenant.An Investigation into the Determinants of Consumer Satisfaction[J].Journal of Marketing Research,1992,(11):491-504
[37]Alexander J,T L Saaty.The forward and backward processes of conflict analysis[J].America:Behavioral Science,1977,2:87-89
[38]杨和雄.模糊数学和它的应用[M].天津:天津科学技术出版社,1993
[39]汪应洛.系统工程理论方法与应用[M].北京:高等教育出版社,1992
[40]张新安.客户满意度测评模型研究[J].系统工程理沦方法应用,2002,11
[41]Churchill Gilbert A Jr,Carol Surprenant.An Investigation into the Determinants of Customer Satisfaction[J].Journal of Marketing Research,1992,(11):491-504
[42]Shavsky R,J A Miller.Customer Expectations,Product Performance,And Perceived Product Quality[J].Journal of Marketing Research,2006
[43]魏中龙.CS基本原理教程[M].北京:北京经济出版社,2000,72-78
[44]侯海青.客户满意度的定量评价方法[J].西安石油学院学报,1992,(10):19-21
[45]汪纯孝,岑成德,王卫东,朱流.客户满意程度模型研究[J].中山大学学报,1999,(5)
[46]Alexander J,T L Saaty.The forward and backward processes of conflict analysis[J].America:Behavioral Science,1977,2:87-89
[47]T L Saaty.The analytic hierarchy process[M].New York:Mc Graw-Hill,1980,249-381
[48]傅立.灰色系统理论及其应用[M].北京:科学技术文献出版社,1992.67-79
[49]陈琼华.综合评价中的赋权方法[J].统计与决策,2004,4:118-119
[50]洪楠.SPSS for windows统计分析教程[M].北京:电子工业出版社,2000,309
[51]高惠璇.应用多元统计分析[M].北京:北京大学出版社,2005,293
[52]德里克·艾伦,特尼鲁·拉奥.客户满意度数据分析[M].东北财经大学出版社,2005
[53]苏金明等.统计软件SPSS for Windows实用指南[M].北京:电子工业出版社,2000,493
[54]T L Saaty.The analytic hierarchy process[M].New York:Mc Graw-Hill,1980.249-381
[55]罗正清,方志刚.常用客户满意度研究模型及优缺点分析[J].贵州财经学院学报,2002,6
[56]德里克·艾伦,特尼鲁·拉奥.客户满意度数据分析[M].东北财经大学出版社,2005