沃尔玛大连分公司服务质量管理研究
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摘要
二战结束以来,西方发达国家相继进入服务社会。一大批成功的尤其是以零售业为代表的服务性企业,依靠其高水平的服务管理,占据世界领先的地位。虽然很多企业都有自己一套整体的结构严密的服务质量评审细则及相应的处罚标准和检查制度,可是往往在实际应用工作中却得不到想象中的效果。究其根源,在于理论上的原则制定与实际工作中的应用脱节,导致执行不力。
本论文以沃尔玛大连分公司为例,以顾客服务质量为切入点,结合沃尔玛大连分公司的现状与特点,分析并指出沃尔玛大连分公司存在的服务质量管理方面的问题,提出了解决这些问题的方案。目的是解决沃尔玛大连分公司实践中服务质量管理的问题,将先进的服务质量管理理论与当地消费市场有机的结合,将已有的沃尔玛统一服务质量评审体系在大连分公司发挥极致,从而达到市场占有率和销售额的双赢。并能够在同行业或服务企业解决类似问题的实务操作方面产生裨益。
本文主体内容为:一、绪论部分,主要从几个方面撰写,即研究的背景、文献综述、研究的意义和研究的方法等等。二、对服务质量与零售业服务质量管理的关系进行阐述。其中包括服务质量的定义及构成,服务质量差距模型分析,以及影响零售业服务质量因素分析。三、主要阐述沃尔玛大连分公司的服务质量管理,是本文对沃尔玛大连分公司服务质量分析的开始。四、是本文的核心部分,对沃尔玛大连分公司的服务质量管理现状进行分析,为后文提出解决方案奠定基础。五、是针对沃尔玛大连分公司服务质量管理现状的解决方案部分,主要是针对前文提出的服务质量管理问题分析,结合服务质量的构成,提出沃尔玛大连分公司的具体服务质量管理方案。
论文的结论部分将总结整篇文章阐述的各项问题,将论文的结论归纳如下:公司的服务质量和公司服务质量管理密切相关;公司有必要提高自身的服务质量管理工作;公司应该通过提高顾客感知服务质量进行更有效的服务质量管理。
Two Wars be over, west flourishing nation successive enter to serve society. A large quantity success of take retail trade as the representative's service business enterprise particularly, depend on the service management of its high level, occupy the position that the world lead. Although a lot of business enterprise all have own a set of whole structure tight service quality judge detailed regulations and correspond of punishment standard and check system, but usually in actually the application the work but can not get an imagination in of result. Principle investigated its source, lain in theoretically establishment with actual work in of application become disjointed, cause performance not dint.
This thesis take the Wal-mart Dalian branch as an example, taking the customer service quality as to correspond a point, combining the present condition and characteristics of the Wal-mart Dalian branch, the analysis combine the problem with the service quality management that point out the Wal-mart Dalian branch's existence, putting forward understanding the project of[with] these problems definitely. Purpose is solve the Wal-mart Dalian branch to practice medium the service quality management of problem, consume the forerunner's service quality management theories and the region the market combine organically, unifying the Wal-mart that have already have to the service quality judge the system branch in Dalian exertive extreme achievement, attain the double of the market share and the sale sum to win thus. Combine can the creation benefit in the aspects of going together the actual situation operation that the industry or the service business enterprise solve a similar problem.
This text corpus content is: A, the introduction part, main compose from several, then the method etc. of the meaning and research of the background, cultural heritage overview, research of the research. Two, relates to the service quality and the retail trade service quality management to carry on elaborate. Include the definition of the service quality and constitute among them, the service quality margin model analysis, and influence the retail trade service quality factor analysis. Three, main elaborate the service quality of the Wal-mart Dalian branch a management, is this text to the Wal-mart Dalian branch service quality in Dalian analysis of beginning .Four, BE a textual core part, rightness the service quality of the Wal-mart Dalian branch management the present condition carry on analysis, for empress the text put forward a solution to lay foundation. Five, BE the solution part that aim at the Wal-mart Dalian branch service quality in Dalian management present condition, main is to preceding paragraphs put forward of the service quality management problem analysis, combine constitute of the service quality, put forward the concrete service quality management project of the Wal-mart Dalian branch.
The conclusion part of the thesis summary the whole article elaborate of each item problem, induce the conclusion of the thesis as follows: The service quality and the company service quality management of the company are close related; The company has a necessity exaltation oneself of the service quality management work; The company should pass the exaltation customer feeling to know the service quality to carry on more valid of the service quality management. .
本论文以沃尔玛大连分公司为例,以顾客服务质量为切入点,结合沃尔玛大连分公司的现状与特点,分析并指出沃尔玛大连分公司存在的服务质量管理方面的问题,提出了解决这些问题的方案。目的是解决沃尔玛大连分公司实践中服务质量管理的问题,将先进的服务质量管理理论与当地消费市场有机的结合,将已有的沃尔玛统一服务质量评审体系在大连分公司发挥极致,从而达到市场占有率和销售额的双赢。并能够在同行业或服务企业解决类似问题的实务操作方面产生裨益。
本文主体内容为:一、绪论部分,主要从几个方面撰写,即研究的背景、文献综述、研究的意义和研究的方法等等。二、对服务质量与零售业服务质量管理的关系进行阐述。其中包括服务质量的定义及构成,服务质量差距模型分析,以及影响零售业服务质量因素分析。三、主要阐述沃尔玛大连分公司的服务质量管理,是本文对沃尔玛大连分公司服务质量分析的开始。四、是本文的核心部分,对沃尔玛大连分公司的服务质量管理现状进行分析,为后文提出解决方案奠定基础。五、是针对沃尔玛大连分公司服务质量管理现状的解决方案部分,主要是针对前文提出的服务质量管理问题分析,结合服务质量的构成,提出沃尔玛大连分公司的具体服务质量管理方案。
论文的结论部分将总结整篇文章阐述的各项问题,将论文的结论归纳如下:公司的服务质量和公司服务质量管理密切相关;公司有必要提高自身的服务质量管理工作;公司应该通过提高顾客感知服务质量进行更有效的服务质量管理。
Two Wars be over, west flourishing nation successive enter to serve society. A large quantity success of take retail trade as the representative's service business enterprise particularly, depend on the service management of its high level, occupy the position that the world lead. Although a lot of business enterprise all have own a set of whole structure tight service quality judge detailed regulations and correspond of punishment standard and check system, but usually in actually the application the work but can not get an imagination in of result. Principle investigated its source, lain in theoretically establishment with actual work in of application become disjointed, cause performance not dint.
This thesis take the Wal-mart Dalian branch as an example, taking the customer service quality as to correspond a point, combining the present condition and characteristics of the Wal-mart Dalian branch, the analysis combine the problem with the service quality management that point out the Wal-mart Dalian branch's existence, putting forward understanding the project of[with] these problems definitely. Purpose is solve the Wal-mart Dalian branch to practice medium the service quality management of problem, consume the forerunner's service quality management theories and the region the market combine organically, unifying the Wal-mart that have already have to the service quality judge the system branch in Dalian exertive extreme achievement, attain the double of the market share and the sale sum to win thus. Combine can the creation benefit in the aspects of going together the actual situation operation that the industry or the service business enterprise solve a similar problem.
This text corpus content is: A, the introduction part, main compose from several, then the method etc. of the meaning and research of the background, cultural heritage overview, research of the research. Two, relates to the service quality and the retail trade service quality management to carry on elaborate. Include the definition of the service quality and constitute among them, the service quality margin model analysis, and influence the retail trade service quality factor analysis. Three, main elaborate the service quality of the Wal-mart Dalian branch a management, is this text to the Wal-mart Dalian branch service quality in Dalian analysis of beginning .Four, BE a textual core part, rightness the service quality of the Wal-mart Dalian branch management the present condition carry on analysis, for empress the text put forward a solution to lay foundation. Five, BE the solution part that aim at the Wal-mart Dalian branch service quality in Dalian management present condition, main is to preceding paragraphs put forward of the service quality management problem analysis, combine constitute of the service quality, put forward the concrete service quality management project of the Wal-mart Dalian branch.
The conclusion part of the thesis summary the whole article elaborate of each item problem, induce the conclusion of the thesis as follows: The service quality and the company service quality management of the company are close related; The company has a necessity exaltation oneself of the service quality management work; The company should pass the exaltation customer feeling to know the service quality to carry on more valid of the service quality management. .
引文
[1] 崔立新.服务质量评价模型.经济日报出版社,2003.6.234-237
[2] 克里斯廷·格罗鲁兹.服务管理与营销-基于顾客关系的管理策略(第二版).电子工业出版社,2002.23
[3] 詹姆斯·F·赫斯克特,厄尔萨塞.服务链利润.华夏出版社,2001. 344
[4] 罗兰·T·拉斯特.驾御顾客资产-如何利用顾客终身价值重朔企业战略.企业管理出版社,2001.23-41
[5] 李晓光.全面质量管理.中国人民大学出版社,1999.3.35
[6] Parasuraman A,Zeithaml ValarieA. The conceptual Model of service quality and its implication for future research.journal of marketing , fall1985.112
[7] 弗雷得里克?F?赖克尔.忠诚法则.中信出版社,2002.186
[8] 彼德?圣吉.第五项修炼-学习型组织的艺术与实务,蓝天星翻译公司译.上海三联出版社,1998.22
[9] 奈杰尔?希尔.顾客满意度测量手册.沈阳出版社,2001.316-321
[10] 苏珊?纳什.转怒为喜-提供出色的顾客服务(第二版). 中国经济出版社,2003.174-211
[11] 邵敏,张旭昆.企业激励机制中的绩效评价与反馈.商业经济与管理,2003.146(12):37-39
[12] 菲利普?科特勒.营销管理(新千年?第十版).中国人民大学出版社,2001.512-540
[13] 克里斯托福?H 洛夫洛克.服务营销(第三版). 中国人民大学出版社,2001.42-56
[14] 阿德里安?佩恩.关系营销(第一版). 中信出版社,2002.91-122
[15] 尤建新.顾客抱怨处理(第一版).石油工业出版社,2003.10-19
[16] 范秀成.价值取向对顾客抱怨倾向的影响.南开大学管理评论,2002(5).11-16
[17] 白长虹.服务企业的顾客忠诚度及其决定因素的影响研究. 南开大学管理评论,2002(6).64-69
[18] 赵平.中国耐用品行业顾客抱怨研究.清华大学学报,2002(2).32-38
[19] Neely A. The performance assessment revolution. why now and what next[J]. International Journal of Operation & Production Management,1999(19).205-228
[20] Heskett, J.L, W.Earl Sasser and Leonard A. Schlesinger. The Service Profit Chain. HBS Press,
[21] Tax, S.S. Customer evaluations of service complaint experiences. Implications for relationship marketing. Journal of Marketing, 1998,62(4).60-70
[22] 菲茨西蒙斯·詹姆, 菲茨西蒙斯·莫娜. 服务管理运营,战略和信息技术. 机械工业出版社, 2000
[23] 张福生.世界新首富---沃尔玛零售帝国传奇.第三版.北京:民主与建设出版社,2001 .1-2
[24] 吕一林著.美国沃尔玛----世界零售第一.第二版.北京:中国人民大学出版社,2000 .1-2
[25] 邹卫东,聂铁.沃尔玛美国造.第七版.广州:广东旅游出版社, 2002 .3-6
[26] 高建成,沃尔玛企业文化核心.管理科学文摘,2002, 10:6-10
[27] 萧雨,伍木.走进沃尔玛.经贸导刊,2001,4:9-10
[28] 吴国存,李新建.人力资源开发与管理概论.第五版.天津:南开大学出版社,2001.24-26
[29] 郑晓明.现代企业人力资源管理导论.北京:机械工业出版社,2002.24-26
[30] Adrian Payne,Martin Christopher,Moira Clark,etal.Relationship Marketing For Competitive Advantage,7 ediit.USA: 1995.7
[2] 克里斯廷·格罗鲁兹.服务管理与营销-基于顾客关系的管理策略(第二版).电子工业出版社,2002.23
[3] 詹姆斯·F·赫斯克特,厄尔萨塞.服务链利润.华夏出版社,2001. 344
[4] 罗兰·T·拉斯特.驾御顾客资产-如何利用顾客终身价值重朔企业战略.企业管理出版社,2001.23-41
[5] 李晓光.全面质量管理.中国人民大学出版社,1999.3.35
[6] Parasuraman A,Zeithaml ValarieA. The conceptual Model of service quality and its implication for future research.journal of marketing , fall1985.112
[7] 弗雷得里克?F?赖克尔.忠诚法则.中信出版社,2002.186
[8] 彼德?圣吉.第五项修炼-学习型组织的艺术与实务,蓝天星翻译公司译.上海三联出版社,1998.22
[9] 奈杰尔?希尔.顾客满意度测量手册.沈阳出版社,2001.316-321
[10] 苏珊?纳什.转怒为喜-提供出色的顾客服务(第二版). 中国经济出版社,2003.174-211
[11] 邵敏,张旭昆.企业激励机制中的绩效评价与反馈.商业经济与管理,2003.146(12):37-39
[12] 菲利普?科特勒.营销管理(新千年?第十版).中国人民大学出版社,2001.512-540
[13] 克里斯托福?H 洛夫洛克.服务营销(第三版). 中国人民大学出版社,2001.42-56
[14] 阿德里安?佩恩.关系营销(第一版). 中信出版社,2002.91-122
[15] 尤建新.顾客抱怨处理(第一版).石油工业出版社,2003.10-19
[16] 范秀成.价值取向对顾客抱怨倾向的影响.南开大学管理评论,2002(5).11-16
[17] 白长虹.服务企业的顾客忠诚度及其决定因素的影响研究. 南开大学管理评论,2002(6).64-69
[18] 赵平.中国耐用品行业顾客抱怨研究.清华大学学报,2002(2).32-38
[19] Neely A. The performance assessment revolution. why now and what next[J]. International Journal of Operation & Production Management,1999(19).205-228
[20] Heskett, J.L, W.Earl Sasser and Leonard A. Schlesinger. The Service Profit Chain. HBS Press,
[21] Tax, S.S. Customer evaluations of service complaint experiences. Implications for relationship marketing. Journal of Marketing, 1998,62(4).60-70
[22] 菲茨西蒙斯·詹姆, 菲茨西蒙斯·莫娜. 服务管理运营,战略和信息技术. 机械工业出版社, 2000
[23] 张福生.世界新首富---沃尔玛零售帝国传奇.第三版.北京:民主与建设出版社,2001 .1-2
[24] 吕一林著.美国沃尔玛----世界零售第一.第二版.北京:中国人民大学出版社,2000 .1-2
[25] 邹卫东,聂铁.沃尔玛美国造.第七版.广州:广东旅游出版社, 2002 .3-6
[26] 高建成,沃尔玛企业文化核心.管理科学文摘,2002, 10:6-10
[27] 萧雨,伍木.走进沃尔玛.经贸导刊,2001,4:9-10
[28] 吴国存,李新建.人力资源开发与管理概论.第五版.天津:南开大学出版社,2001.24-26
[29] 郑晓明.现代企业人力资源管理导论.北京:机械工业出版社,2002.24-26
[30] Adrian Payne,Martin Christopher,Moira Clark,etal.Relationship Marketing For Competitive Advantage,7 ediit.USA: 1995.7