高档品牌轿车用户服务满意度提升策略研究
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摘要
目前的汽车在中国逐渐走入市场经济导向阶段,用户开始作为上帝的观念广为接受,用户的要求也从保证产品质量提升到产品整个生命周期的服务需求层面,对企业经营战略而言,是一个进入服务制胜的时代。A轿车品牌就是在此策略的指导下,通过对A品牌轿车经销商形象分析调研的方式,并对调研结果进行系统的分析,发现存在的问题,实现不断改进。A品牌轿车作为首个在国内市场生产、销售的国际化高档品牌轿车,十几年来在提升用户满意度方面做了大量扎实、有效的工作,日益确立其“中国整车第一服务品牌”的市场地位。
A品牌轿车为了保持品牌形象和品牌的满意度,必须进行服务策略的变革。只有通过科学的、严谨的调研方法及流程,才能保证调研数据的真实、准确。由过去的经销商形象分析调研(DIA)到真正的用户满意度调研(CSS),实现于国际市场的接轨并参与到国际市场的排名中。同时为了弥补CSS调研的不足,同时进行飞行检查调研,并在维修服务上实现全球服务标准化、服务个性化等服务策略,使A品牌轿车品牌继续保持满意度领先的地位。真正做到“知己知彼”,以便有针对性地制订提高用户满意度的方法,这才是用户满意度调研的真正意义。
At present, the automobile industry in China has already stepped into the stage of market-oriented economy. The concept that customer is the No. 1 priority and the necessities of meeting the customers’requirements throughout the life cycle of products are widely accepted. As far as the enterprise business strategy is concerned, it is a new era that customer service counts. Car brand A is a good case in point. By analyzing its car dealers’image and its research results, the existing problems have been found and continuous improvement have also been made. As the first workshop of top grand cars in the domestic market, Car brand A has done a lot of down-to-earth and effective work to improve customer satisfaction and also established its market position as "China's first car service brand".
In order to maintain its brand image and brand satisfaction, service strategy must be enhanced in car brand A. Only through scientific, rigorous research methods and processes can research data be guaranteed accurate and exact. And thus integration and participation in the international market place can also be achieved with the transition from DIA to CSS. Meanwhile, to achieve global standardization of services, personalized services, inspection research has also been made. To know your customers’needs and thus develop corresponding approach is the significance of customer service research.
A品牌轿车为了保持品牌形象和品牌的满意度,必须进行服务策略的变革。只有通过科学的、严谨的调研方法及流程,才能保证调研数据的真实、准确。由过去的经销商形象分析调研(DIA)到真正的用户满意度调研(CSS),实现于国际市场的接轨并参与到国际市场的排名中。同时为了弥补CSS调研的不足,同时进行飞行检查调研,并在维修服务上实现全球服务标准化、服务个性化等服务策略,使A品牌轿车品牌继续保持满意度领先的地位。真正做到“知己知彼”,以便有针对性地制订提高用户满意度的方法,这才是用户满意度调研的真正意义。
At present, the automobile industry in China has already stepped into the stage of market-oriented economy. The concept that customer is the No. 1 priority and the necessities of meeting the customers’requirements throughout the life cycle of products are widely accepted. As far as the enterprise business strategy is concerned, it is a new era that customer service counts. Car brand A is a good case in point. By analyzing its car dealers’image and its research results, the existing problems have been found and continuous improvement have also been made. As the first workshop of top grand cars in the domestic market, Car brand A has done a lot of down-to-earth and effective work to improve customer satisfaction and also established its market position as "China's first car service brand".
In order to maintain its brand image and brand satisfaction, service strategy must be enhanced in car brand A. Only through scientific, rigorous research methods and processes can research data be guaranteed accurate and exact. And thus integration and participation in the international market place can also be achieved with the transition from DIA to CSS. Meanwhile, to achieve global standardization of services, personalized services, inspection research has also been made. To know your customers’needs and thus develop corresponding approach is the significance of customer service research.
引文
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[2]日武田哲男,如何提高用户满意度,经营管理,2004.1
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[12]日武田哲男执笔,案例/日本效率协会/管理21, CS经营的时代
[13]日武田哲男执笔,CS实践元年-这样做能提高满意度!钻石社/钻石周刊
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[21] Joerekog, K.G.1963. Statistical estimation in factor analysis. Stockholm: Almqvist and Wiksell.
[22] Oppenheim, A.1966. Questionaire design and attitude measurement. New York: Basic Books.
[23] Rust, R., A.Zahorik, and T.Keiningham.1994. Return on quality: Marking service quality financially accountable. Cambridge, MA: Marketing science Institute.
[24] Thurstone, L.L.1935.The vectors of mind. Chicago: University of Chicago Press.
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[26] A佩恩著.郑薇译,服务营销,.北京中信出版社,1998
[27]胡玉立、李东贤等,市场预测与管理决策,中国人民大学出版社,1997
[28]王静,现代市场调查.修订第二版,首都经济贸易大学出版社,2001
[29]刘浩学,现代汽车工业市场营销,人民交通出版社,1998
[30]李维谔, WTO与汽车营销,湖北人民出版社,2001
[31]美汤尼.G,王霖编译,特许经营,民主与建设出版社,2000
[32]向欣、孟扬编著,特许经营:商业发展的国际化潮流,中国商业出版社,2001
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[34]美詹姆斯.赫斯特克等著.牛海鹏等译,服务利润链,华夏出版社,2001
[35]美查尔斯.W.小兰姆,约瑟夫.J.萨蒙著.韩德昌主译,消费者行为与营销战略,东北财经大学出版社,2000
[36]美罗伯特E.史蒂文斯等著.王琦等译,营销规划.第2版,机械工业出版社,2000
[2]日武田哲男,如何提高用户满意度,经营管理,2004.1
[3]美德里克·艾伦(,美)特尼鲁·拉奥,用户满意度数据分析/CRM实战方略丛书,东北财经大学,2005.1
[4]美罗宾L·劳顿,创建以用户为中心的文化-领先于质量创新和速度,中国标准出版社, 2006.1
[5]窦胜功,营销心理与谋略,东北大学出版社1994.8
[6]苏定林,赢得重点用户满意的9堂课,中国经济出版社,2006.1
[7]郑方华,用户服务技能案例训练手册(MBA式案例训练教程),机械工业出版社,2005.1
[8].肖国普,现代汽车营销,同济大学出版社, 2002.9: 61-68
[9]. Peters. Tom and Robert Waterman. In Search of Excellence. New York: Harper & Row Publishers, Inc., 1982.
[10]英奈杰尔.希尔等,用户满意度与忠诚度测评手册,机械工业出版社,2004.1
[11]杰姆,译者刘祥亚,感知用户,机械工业出版社,2002
[12]日武田哲男执笔,案例/日本效率协会/管理21, CS经营的时代
[13]日武田哲男执笔,CS实践元年-这样做能提高满意度!钻石社/钻石周刊
[14]日田边英藏著,服务法则,钻石社
[15] Basilevsky, A.1994. Statistical factor analysis and related methods. New York: John Wiley and Sons.
[16]. Council on Financial Competition. 1989. Service Quality. Council on Financial Completion.
[17] Everitt, B.S. 1998. The Cambridge dictionary of statistics. Cambridge: Cambridge University Press.
[18] Harman, H.H.1976. Modern factor analysis. Chicago: The University of Chicago Press.
[19] Hayes, B.E.1998. Measuring customer satisfaction. Milwaukee, WI:ASQ Quality Press.
[20] Heck, R.H.1998. Factor analysis: exploratory and confirmatory approaches. In modern methods for business research, ed.G.Marcoulides.Mahwah, NJ: Lawrence Erlbaum Associates.
[21] Joerekog, K.G.1963. Statistical estimation in factor analysis. Stockholm: Almqvist and Wiksell.
[22] Oppenheim, A.1966. Questionaire design and attitude measurement. New York: Basic Books.
[23] Rust, R., A.Zahorik, and T.Keiningham.1994. Return on quality: Marking service quality financially accountable. Cambridge, MA: Marketing science Institute.
[24] Thurstone, L.L.1935.The vectors of mind. Chicago: University of Chicago Press.
[25] Philip Kotler. Marketing Management: Analysis, Planning, Implementation, and Control, Ninth Edition.北京:清华大学出版社,1997
[26] A佩恩著.郑薇译,服务营销,.北京中信出版社,1998
[27]胡玉立、李东贤等,市场预测与管理决策,中国人民大学出版社,1997
[28]王静,现代市场调查.修订第二版,首都经济贸易大学出版社,2001
[29]刘浩学,现代汽车工业市场营销,人民交通出版社,1998
[30]李维谔, WTO与汽车营销,湖北人民出版社,2001
[31]美汤尼.G,王霖编译,特许经营,民主与建设出版社,2000
[32]向欣、孟扬编著,特许经营:商业发展的国际化潮流,中国商业出版社,2001
[33]美德尔I.霍金斯,罗格J.贝斯特,肯尼思A.科尼著.第七版,机械工业出版社,2000
[34]美詹姆斯.赫斯特克等著.牛海鹏等译,服务利润链,华夏出版社,2001
[35]美查尔斯.W.小兰姆,约瑟夫.J.萨蒙著.韩德昌主译,消费者行为与营销战略,东北财经大学出版社,2000
[36]美罗伯特E.史蒂文斯等著.王琦等译,营销规划.第2版,机械工业出版社,2000