赛维家电服务公司顾客满意度测评体系研究
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摘要
近年来,顾客满意度的研究是国际质量领域和经济领域的一个十分热门和前沿的课题。在当前家电市场竞争不断加剧的背景下,如何应用顾客满意度指数模型提升服务质量,已经有了这方面的研究初步成果,然而大多数仍处于摸索阶段,建立的理论和模型还有待进一步发展。本文试图从顾客角度研究一套适用于我国家电服务行业的家电服务满意度测评体系,并选取我国知名家电服务企业作为研究案例,实证分析其服务满意度,希望可以为我国家电服务行业服务质量测评提供有力的理论依据,同时也为企业管理者提供决策参考。
本文主要完成了以下几项工作：首先,从理论上探讨家电服务行业满意度的影响要素与测评方法。本文深入研究了ACSI,ECSI模型及国内外关于满意度的权威论文,探讨了顾客满意度的概念、影响要素,重点研究了结构方程建模技术。其次,构建适用于我国的家电服务满意度指标体系,并用该指标体系计算了赛维公司家电服务满意度,得出赛维公司服务满意度指数,并对优劣势指标做了详细的分析,采用四分图方法分析了服务质量因子的优势区、改进区、机会区以及保持区。最后,构建家电服务满意度结构方程模型,研究各影响因子之间的相互关系,提出家电服务质量的改进路径。结果表明：模型拟合度较高,测评解释能力强、适用性好,模型所表现出的优越性为该模型应用的可靠性提供了有力保障。利用结构方程模型中各变量之间的路径系数对研究假设进行检验,所有研究假设均得到了验证。基于测评模型的路径分析,提出了赛维公司目前顾客满意度的提升路径。
In recent years, research on customer satisfaction is a very popular and cutting-edge issue in the fields of international quality and economy. There are preliminary results about how to apply Customer Satisfaction Index Model to enhance service quality in the fields of electric appliances. However, most of the results are still at the exploratory stage and the establishments of theories and models need to be further developed. This paper attempts to find a set of electric appliances service satisfaction measurement system from the views of customers which will be fit for the electric appliances in China. The well-known electric appliance enterprises and their service satisfaction in China were selected as a case in this paper. It can not only provide a strong theoretical basis for the customer satisfaction measurement, but also for the decision-making of managers.
Following tasks were completed in this paper:
Firstly, the impact elements and methods of assessment of satisfaction were studied theoretically. ACSI, ECSI models and authoritative papers about satisfaction were discussed and the definition and impact factors of customer satisfaction were studied in this paper. The structural equation modeling techniques were studied deeply.
Secondly, service satisfaction index system of electric appliances was built and applied to calculate the service satisfaction of Savi. The system contains six latent variables and thirty-six measured variables. Latent variable based on the ACSI and ECSI designs and quality factor, including the Savi's "six-steps" rules and indicators related to the PZB dimensions. The weight coefficients were calculated by analytic hierarchy process(AHP). Savi's service satisfaction index was then calculated and the advantages and disadvantages indicators were analyzed in detail. Advantage, improving areas, opportunity areas and maintain areas of quality of service factors were analyzed by quarter map method.
Finally, structural equation model of service satisfaction of electric appliances was built. And the relationship between the impact factors was studied and the improving methods of quality of service were also proposed. The results showed that the model has a high degree of simulation and ability of measurement interpretation. The superiority which the model demonstrated provided a strong guarantee for the reliability of the application. The hypothesis was proved by the coefficients of every variables in the model and the results were effective. At last, Savi's current upgrade ways to customer satisfaction were proposed based on the analysis of the model.
本文主要完成了以下几项工作：首先,从理论上探讨家电服务行业满意度的影响要素与测评方法。本文深入研究了ACSI,ECSI模型及国内外关于满意度的权威论文,探讨了顾客满意度的概念、影响要素,重点研究了结构方程建模技术。其次,构建适用于我国的家电服务满意度指标体系,并用该指标体系计算了赛维公司家电服务满意度,得出赛维公司服务满意度指数,并对优劣势指标做了详细的分析,采用四分图方法分析了服务质量因子的优势区、改进区、机会区以及保持区。最后,构建家电服务满意度结构方程模型,研究各影响因子之间的相互关系,提出家电服务质量的改进路径。结果表明：模型拟合度较高,测评解释能力强、适用性好,模型所表现出的优越性为该模型应用的可靠性提供了有力保障。利用结构方程模型中各变量之间的路径系数对研究假设进行检验,所有研究假设均得到了验证。基于测评模型的路径分析,提出了赛维公司目前顾客满意度的提升路径。
In recent years, research on customer satisfaction is a very popular and cutting-edge issue in the fields of international quality and economy. There are preliminary results about how to apply Customer Satisfaction Index Model to enhance service quality in the fields of electric appliances. However, most of the results are still at the exploratory stage and the establishments of theories and models need to be further developed. This paper attempts to find a set of electric appliances service satisfaction measurement system from the views of customers which will be fit for the electric appliances in China. The well-known electric appliance enterprises and their service satisfaction in China were selected as a case in this paper. It can not only provide a strong theoretical basis for the customer satisfaction measurement, but also for the decision-making of managers.
Following tasks were completed in this paper:
Firstly, the impact elements and methods of assessment of satisfaction were studied theoretically. ACSI, ECSI models and authoritative papers about satisfaction were discussed and the definition and impact factors of customer satisfaction were studied in this paper. The structural equation modeling techniques were studied deeply.
Secondly, service satisfaction index system of electric appliances was built and applied to calculate the service satisfaction of Savi. The system contains six latent variables and thirty-six measured variables. Latent variable based on the ACSI and ECSI designs and quality factor, including the Savi's "six-steps" rules and indicators related to the PZB dimensions. The weight coefficients were calculated by analytic hierarchy process(AHP). Savi's service satisfaction index was then calculated and the advantages and disadvantages indicators were analyzed in detail. Advantage, improving areas, opportunity areas and maintain areas of quality of service factors were analyzed by quarter map method.
Finally, structural equation model of service satisfaction of electric appliances was built. And the relationship between the impact factors was studied and the improving methods of quality of service were also proposed. The results showed that the model has a high degree of simulation and ability of measurement interpretation. The superiority which the model demonstrated provided a strong guarantee for the reliability of the application. The hypothesis was proved by the coefficients of every variables in the model and the results were effective. At last, Savi's current upgrade ways to customer satisfaction were proposed based on the analysis of the model.
引文
[1]Anderson R.E., Consumer dissatisfaction:The effects of disconfirmed expectancy on perceived product performance, Journal of Marketing Research 10,1973.38-44
[2]Anderson E.W., Fornell and Oliver, A customer satisfaction research prospectus in Rust. Service Quality:New Directions in Theory and Practice, Sage, Thousand Oaks, CA,1994.
[3]Cadotte, Ernest R., Robert B. Woodruff and Roger L. Jenkins, Expectations and Norms in Models of Consumer Satisfaction. Journal of Marketing Research,24,1987.305-314
[4]Cardozo RN., An experiment study of customer effort, expectation, and satisfaction, Journal of Marketing research,2,1965.244-249
[5]Churchill, Gilbert A, Card Surprenant, An Investigation into the Determinants of Consumer Satisfaction, Journal of Marketing Research, Vol.19,491-504
[6]Danaher Peter J. and Jan Mattsson, Customer Satisfaction During the Service Delivery Process, European Journal of Marketing,28(5),1994.5-16
[7]Danaher Peter J., Using Conjoint Analysis to Determine the Relative Importance of Service Attributes Measured in Customer Satisfaction Surveys, Journal of Retailing, Vol73(2),1994.235-260
[8]Fornell C., A national customer satisfaction Barometer:The Swedish experience, Journal of marketing,56,1992.6-21
[9]Fornell, David F., Larcker, Evaluating Structural Equation Models with Unobservable Variables and Measurement error, Journal of Marketing Research, Vol.18,39-50
[10]Fornell C. and M.D. Johnson, Differentiation as a Basis for Explaining Customer Satisfaction Across Industries, Journal of Economic Psychology, 14(December),1993.681-696
[11]Fornell C, The American Customer Satisfaction Index:Nature, Purpose, and Findings, Journal of Marking, Vol.60(October),1996
[12]Gulledge Larry G, Satisfaction measurement is more than doing surveys marketing news, Vol.30.1996.19
[13]Oliver R.L., A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research,17,1980.460-469
[14]Oliver R.L., Satisfaction:A behavioral perspective, New York: MacGraw-Hill.1997
[15]Teas P.K., Expectations, performance evaluation and consumers'perceptions of quality, Journal of Marketing 57,1993.18-34
[16]Tse David K., and Peter C. Wilton, Models of Customer Satisfaction Formation:An Extension, Journal of Marketing Research,25(2), 1988.204-212
[17]Golan A, Judge G, Miller D. Maximum entropy econometrics:robust estimation with limited data[M].New York:John Wiley and Sons,1996.
[18]李卫星.基于灰色系统理论的企业满意度评价.湖北商业高等专科学校学报,2001(12)
[19]刘宇.顾客满意度测评方法的研究.数量经济技术经济研究,2001(2)
[20]许树柏.层次分析法原理.天津：天津大学出版社,1998
[21]宇文立平,钱敏,张金锁.AHP法在顾客满意度指标评价中的应用.西安科技学院学报,2001(6)
[22]张新安,田澎,张列平.顾客满意度测评模型.系统工程理论方法应用,Vol.11 No.3,2001
[23]赵平.中国消费者满意度指数构建方法的研究(国家自然科学基金项目),2001
[24]朱国锋,杨赞.顾客满意度指数研究的现状及展望.浙江交通职业技术学院学报,2003(6)
[25]王元华,曾凤章.基于熵值法的顾客满意度测评.商业研究,2004(22)。
[26]王辉晖.顾客满意度测评研究及实例分析[D].武汉：武汉理工大学硕士学位论文,2004
[27]焦玥.基于主成分分析的企业物流绩效综合评价方法研究[D].青岛：青岛大学硕士学位论文,2006
[28]曹志强,欧阳健.应用熵权系数法评标.唐山学院学报,Vol.16 No.2,2003
[29]袁金魁.顾客满意度和转移障碍对顾客忠诚度影响的实证研究[D].长沙：湖南大学硕士学位论文,2005
[30]王晨亮.行业顾客满意度测评理论研究[D].北京：首都经济贸易大学硕士学位论文,2004
[31]何晓群.多元统计分析.北京：中国人民大学出版社,2005.3
[32]胡良平.现代统计学与GAS应用.军事医学科学出版社,2000.8
[33]金燕.大型超市行业顾客满意测评模型构建与实证研究[D].南京：南京理工大学硕士学位论文,2007
[34]白长虹,廖伟.基于顾客感知价值的顾客满意研究.南开学报(哲学社会科学版),2001(06)
[35]易丹辉.结构方程模型方法与应用.北京：中国人民大学出版社,2008
[36]田飞.用结构方程模型建构指标体系.安徽大学学报(哲学社会科学版),2007,31(6)
[37]李健宁.结构方程模型导论.合肥：安徽大学出版社,2004
[38]侯杰泰,温忠麟,成子娟.结构方程模型及其应用.北京：教育科学出版社,2005
[39]韩小芸,汪纯孝著,服务性企业顾客满意感与忠诚感关系.北京：清华大学出版社,2003
[40]王晨亮.行业顾客满意度测评理论研究[D].北京：首都经济贸易大学硕士学位论文,2004(3)
[41]刘新燕,刘雁妮,杨智等.构建新型顾客满意度指数模型——基于SCSB ACSIECSI的分析.南开管理评论,2003,(6)
[42]刘新燕.顾客满意度指数(CSI)模型述评.当代财经,2003,6
[43]刘新燕.顾客满意度指数模型研究.北京：中国财政经济出版社,2004
[44]叶茂林,林峰.顾客满意度测评.北京：社会科学文献出版社,2003
[45]陈玫君,刘晓阳.以超出顾客期望取胜.特区经济,2005,(11)
[46]汪纯孝,蔡浩然.服务营销与服务质量管理.广州：中山大学出版社,1996
[47]黄芳铭.结构方程模式理论与应用.北京：中国税务出版社,2005
[48]郭志刚.社会统计分析方法——SPSS软件的应用.北京：中国人民大学出版社,1999
[49]陈正昌、程炳林、陈新丰、刘子键.多变量分析方法——统计软件应用.北京：中国税务出版社,2005
[50]国家质检总局质量管理司,清华大学中国企业研究中心.中国顾客满意指数指南,北京：中国标准出版社,2003
[51]胡良平.现代统计学与SAS应用.军事医学科学出版社,2000(8)
[2]Anderson E.W., Fornell and Oliver, A customer satisfaction research prospectus in Rust. Service Quality:New Directions in Theory and Practice, Sage, Thousand Oaks, CA,1994.
[3]Cadotte, Ernest R., Robert B. Woodruff and Roger L. Jenkins, Expectations and Norms in Models of Consumer Satisfaction. Journal of Marketing Research,24,1987.305-314
[4]Cardozo RN., An experiment study of customer effort, expectation, and satisfaction, Journal of Marketing research,2,1965.244-249
[5]Churchill, Gilbert A, Card Surprenant, An Investigation into the Determinants of Consumer Satisfaction, Journal of Marketing Research, Vol.19,491-504
[6]Danaher Peter J. and Jan Mattsson, Customer Satisfaction During the Service Delivery Process, European Journal of Marketing,28(5),1994.5-16
[7]Danaher Peter J., Using Conjoint Analysis to Determine the Relative Importance of Service Attributes Measured in Customer Satisfaction Surveys, Journal of Retailing, Vol73(2),1994.235-260
[8]Fornell C., A national customer satisfaction Barometer:The Swedish experience, Journal of marketing,56,1992.6-21
[9]Fornell, David F., Larcker, Evaluating Structural Equation Models with Unobservable Variables and Measurement error, Journal of Marketing Research, Vol.18,39-50
[10]Fornell C. and M.D. Johnson, Differentiation as a Basis for Explaining Customer Satisfaction Across Industries, Journal of Economic Psychology, 14(December),1993.681-696
[11]Fornell C, The American Customer Satisfaction Index:Nature, Purpose, and Findings, Journal of Marking, Vol.60(October),1996
[12]Gulledge Larry G, Satisfaction measurement is more than doing surveys marketing news, Vol.30.1996.19
[13]Oliver R.L., A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research,17,1980.460-469
[14]Oliver R.L., Satisfaction:A behavioral perspective, New York: MacGraw-Hill.1997
[15]Teas P.K., Expectations, performance evaluation and consumers'perceptions of quality, Journal of Marketing 57,1993.18-34
[16]Tse David K., and Peter C. Wilton, Models of Customer Satisfaction Formation:An Extension, Journal of Marketing Research,25(2), 1988.204-212
[17]Golan A, Judge G, Miller D. Maximum entropy econometrics:robust estimation with limited data[M].New York:John Wiley and Sons,1996.
[18]李卫星.基于灰色系统理论的企业满意度评价.湖北商业高等专科学校学报,2001(12)
[19]刘宇.顾客满意度测评方法的研究.数量经济技术经济研究,2001(2)
[20]许树柏.层次分析法原理.天津：天津大学出版社,1998
[21]宇文立平,钱敏,张金锁.AHP法在顾客满意度指标评价中的应用.西安科技学院学报,2001(6)
[22]张新安,田澎,张列平.顾客满意度测评模型.系统工程理论方法应用,Vol.11 No.3,2001
[23]赵平.中国消费者满意度指数构建方法的研究(国家自然科学基金项目),2001
[24]朱国锋,杨赞.顾客满意度指数研究的现状及展望.浙江交通职业技术学院学报,2003(6)
[25]王元华,曾凤章.基于熵值法的顾客满意度测评.商业研究,2004(22)。
[26]王辉晖.顾客满意度测评研究及实例分析[D].武汉：武汉理工大学硕士学位论文,2004
[27]焦玥.基于主成分分析的企业物流绩效综合评价方法研究[D].青岛：青岛大学硕士学位论文,2006
[28]曹志强,欧阳健.应用熵权系数法评标.唐山学院学报,Vol.16 No.2,2003
[29]袁金魁.顾客满意度和转移障碍对顾客忠诚度影响的实证研究[D].长沙：湖南大学硕士学位论文,2005
[30]王晨亮.行业顾客满意度测评理论研究[D].北京：首都经济贸易大学硕士学位论文,2004
[31]何晓群.多元统计分析.北京：中国人民大学出版社,2005.3
[32]胡良平.现代统计学与GAS应用.军事医学科学出版社,2000.8
[33]金燕.大型超市行业顾客满意测评模型构建与实证研究[D].南京：南京理工大学硕士学位论文,2007
[34]白长虹,廖伟.基于顾客感知价值的顾客满意研究.南开学报(哲学社会科学版),2001(06)
[35]易丹辉.结构方程模型方法与应用.北京：中国人民大学出版社,2008
[36]田飞.用结构方程模型建构指标体系.安徽大学学报(哲学社会科学版),2007,31(6)
[37]李健宁.结构方程模型导论.合肥：安徽大学出版社,2004
[38]侯杰泰,温忠麟,成子娟.结构方程模型及其应用.北京：教育科学出版社,2005
[39]韩小芸,汪纯孝著,服务性企业顾客满意感与忠诚感关系.北京：清华大学出版社,2003
[40]王晨亮.行业顾客满意度测评理论研究[D].北京：首都经济贸易大学硕士学位论文,2004(3)
[41]刘新燕,刘雁妮,杨智等.构建新型顾客满意度指数模型——基于SCSB ACSIECSI的分析.南开管理评论,2003,(6)
[42]刘新燕.顾客满意度指数(CSI)模型述评.当代财经,2003,6
[43]刘新燕.顾客满意度指数模型研究.北京：中国财政经济出版社,2004
[44]叶茂林,林峰.顾客满意度测评.北京：社会科学文献出版社,2003
[45]陈玫君,刘晓阳.以超出顾客期望取胜.特区经济,2005,(11)
[46]汪纯孝,蔡浩然.服务营销与服务质量管理.广州：中山大学出版社,1996
[47]黄芳铭.结构方程模式理论与应用.北京：中国税务出版社,2005
[48]郭志刚.社会统计分析方法——SPSS软件的应用.北京：中国人民大学出版社,1999
[49]陈正昌、程炳林、陈新丰、刘子键.多变量分析方法——统计软件应用.北京：中国税务出版社,2005
[50]国家质检总局质量管理司,清华大学中国企业研究中心.中国顾客满意指数指南,北京：中国标准出版社,2003
[51]胡良平.现代统计学与SAS应用.军事医学科学出版社,2000(8)