雪铁龙汽车顾客满意度测算及对比分析研究
|
摘要
目前，关于顾客满意度理论的研究不仅是学术界，也是应用领域研究的一个热点。从世界范围看，瑞典、美国、新西兰、澳大利亚、韩国及台湾等都已建立了本国或者本地区顾客满意度模型。我国从1998年开始接触顾客满意度理论及相关实践，到现在为止，尝试这方面研究的学者很多，特别是质量管理界和营销界的许多学者都提出了具有独到见解的测评方法。然而，大多数还处于摸索阶段，已经建立的理论和模型不是很成熟，有待进一步的完善和发展。
本文对顾客满意度测评模型、测评方法体系进行了深入探讨，研究了顾客满意度测评的指标体系的设计；给出了操作性很强的具有比较功能的顾客满意度测评方法体系；测算了四大品牌的汽车顾客满意度并通过对上述结果的分析，验证了该模型和方法的可行性，为大规模推广该方法提供了理论支持并积累了实践经验。
本文深入地探讨了顾客满意度测评的理论与实践，其主要内容包括：首先，介绍了本文研究目的和意义，国内外对顾客满意度研究的现状及不足，本文的主要研究内容及将采用的研究方法；其次，分析了顾客满意度的概念、类型及特点，介绍了目前顾客满意度的测算模型，主要是KANO模型和ACSI模型，并对它们在实际应用上的优劣势进行了分析；第三，构建了顾客满意度测评的指标体系，介绍了有关权重设定的一些方法，阐述了问卷设计的一般原则，接着建立了具有比较功能的顾客满意度测算模型；第四，从调查问卷、调查人员、抽样方案、实施过程等几个方面介绍了调研项目的具体情况，列举了本次测算的结果，主要是各项指标的满意度实际感受值、期望感受值、权重的排名以及四大品牌汽车的各项指标满意度排名，并以雪铁龙汽车为基础，主要从消费者情况及各项指标两个方面进行了对比分析；第五，在前面分析的基础上，针对雪铁龙汽车的优势和不足之处提出了相应的增强和解决的方案；最后则是总结与展望。本文采用的方法有：文献法、数学建模法、调查法、图表法、统计法、对比分析法等方法。
本文的研究成果主要有四点：(1)具有比较功能的顾客满意度测算模型的建立；(2)测算雪铁龙汽车的顾客满意度以及其主要竞争产品的顾客满意度；(3)雪铁龙顾客满意度与其竞争产品顾客满意度的对比分析；(4)基于对比分析的顾客满意度提升策略。
At present, the research on the theory of customer satisfaction is a hotspot not only in academe, but also in the application field. In the world, Sweden, America, New Zealand, Australia, South Korea and Taiwan had established the customer satisfaction model. In China, the research on customer satisfaction began at 1998, and now, a lot of scholars especially in quality management and marketing field have given their own methods. But, the theories and models built-up are not mature absolutely, most of which are in the exploration and need more development and improvement.
The theoretic model of customer satisfaction, the measurement system of customer satisfaction will be explored in this thesis thoroughly. The thesis also establishes an exercisable model, which was proved in the survey of CSI (Customer Satisfaction Index) of four brands of cars.
This thesis can be divided into several parts:
In the first part, the author expounds the purpose and the meaning of consumer satisfaction, and introduces the situation of research and developing trend around home and overseas, and puts forward the main research idea and research methodologies; In the second part, the author introduces the relative theories, which contains the definition, types and characteristics of CSI, and the author also talks about the theoretic models of customer satisfaction - KANO model and ACSI model, especially their advantages and disadvantages in practical application; In the third part, the author forms the index system and a way to calculate their important degree, and explains the main principles to design a questionnaire, and the comparable system of measurement of customer satisfaction was established at last; In the forth part, the author introduces the basic situation of project, such as targets, objects, the method to select the sample, etc., and gives the results of the questionnaire, for example, the actual value and expected value of each single factor, the weights, the CSI of every factor of every brand, and made a contrastive analysis of the results between the Citroen and other brands at last; In the fifth part, the author gives some methods to enhance the advantages and to improve the disadvantages of the Citroen; In the last part, it is the conclusion and prospect. In this thesis, many research methods will be adopted, such as literature, case study, investigation, graphology, statistics, and comparative analysis.
The productions of this thesis included four points: firstly, the establishment of the comparable system of measurement of customer satisfaction index; secondly, the CSI of four brands of cars; thirdly, the contrastive analysis of customer satisfaction index; at last, and the ways to improve CSI based on contrastive analysis.
本文对顾客满意度测评模型、测评方法体系进行了深入探讨，研究了顾客满意度测评的指标体系的设计；给出了操作性很强的具有比较功能的顾客满意度测评方法体系；测算了四大品牌的汽车顾客满意度并通过对上述结果的分析，验证了该模型和方法的可行性，为大规模推广该方法提供了理论支持并积累了实践经验。
本文深入地探讨了顾客满意度测评的理论与实践，其主要内容包括：首先，介绍了本文研究目的和意义，国内外对顾客满意度研究的现状及不足，本文的主要研究内容及将采用的研究方法；其次，分析了顾客满意度的概念、类型及特点，介绍了目前顾客满意度的测算模型，主要是KANO模型和ACSI模型，并对它们在实际应用上的优劣势进行了分析；第三，构建了顾客满意度测评的指标体系，介绍了有关权重设定的一些方法，阐述了问卷设计的一般原则，接着建立了具有比较功能的顾客满意度测算模型；第四，从调查问卷、调查人员、抽样方案、实施过程等几个方面介绍了调研项目的具体情况，列举了本次测算的结果，主要是各项指标的满意度实际感受值、期望感受值、权重的排名以及四大品牌汽车的各项指标满意度排名，并以雪铁龙汽车为基础，主要从消费者情况及各项指标两个方面进行了对比分析；第五，在前面分析的基础上，针对雪铁龙汽车的优势和不足之处提出了相应的增强和解决的方案；最后则是总结与展望。本文采用的方法有：文献法、数学建模法、调查法、图表法、统计法、对比分析法等方法。
本文的研究成果主要有四点：(1)具有比较功能的顾客满意度测算模型的建立；(2)测算雪铁龙汽车的顾客满意度以及其主要竞争产品的顾客满意度；(3)雪铁龙顾客满意度与其竞争产品顾客满意度的对比分析；(4)基于对比分析的顾客满意度提升策略。
At present, the research on the theory of customer satisfaction is a hotspot not only in academe, but also in the application field. In the world, Sweden, America, New Zealand, Australia, South Korea and Taiwan had established the customer satisfaction model. In China, the research on customer satisfaction began at 1998, and now, a lot of scholars especially in quality management and marketing field have given their own methods. But, the theories and models built-up are not mature absolutely, most of which are in the exploration and need more development and improvement.
The theoretic model of customer satisfaction, the measurement system of customer satisfaction will be explored in this thesis thoroughly. The thesis also establishes an exercisable model, which was proved in the survey of CSI (Customer Satisfaction Index) of four brands of cars.
This thesis can be divided into several parts:
In the first part, the author expounds the purpose and the meaning of consumer satisfaction, and introduces the situation of research and developing trend around home and overseas, and puts forward the main research idea and research methodologies; In the second part, the author introduces the relative theories, which contains the definition, types and characteristics of CSI, and the author also talks about the theoretic models of customer satisfaction - KANO model and ACSI model, especially their advantages and disadvantages in practical application; In the third part, the author forms the index system and a way to calculate their important degree, and explains the main principles to design a questionnaire, and the comparable system of measurement of customer satisfaction was established at last; In the forth part, the author introduces the basic situation of project, such as targets, objects, the method to select the sample, etc., and gives the results of the questionnaire, for example, the actual value and expected value of each single factor, the weights, the CSI of every factor of every brand, and made a contrastive analysis of the results between the Citroen and other brands at last; In the fifth part, the author gives some methods to enhance the advantages and to improve the disadvantages of the Citroen; In the last part, it is the conclusion and prospect. In this thesis, many research methods will be adopted, such as literature, case study, investigation, graphology, statistics, and comparative analysis.
The productions of this thesis included four points: firstly, the establishment of the comparable system of measurement of customer satisfaction index; secondly, the CSI of four brands of cars; thirdly, the contrastive analysis of customer satisfaction index; at last, and the ways to improve CSI based on contrastive analysis.
引文
[1] 李立莉，叶柏青．顾客满意度测评指标体系建立及评价模型．交通科技与经济，2005．(3)：78～80
[2] 宋先道．顾客满足度的内涵、影响要素及其评价分析．科技进步与对策，2002．(1)：176～177
[3] 陈华，王新平．顾客满意度指数测评方法及其应用．西北农林科技大学学报，2003．3(5)：110～114
[4] 宋先道，李涛．顾客满意度指数研究现状分析及改进措施．武汉理工大学学报，2002．24(5)：115～117
[5] 林建华．顾客满意度指数(CSI)评测实践．电子质量，2005．(5)：35～37
[6] 于志鹏．顾客满意的特性及顾客满意度的测量．机械管理开发，2004．(4)：121～122
[7] 方琴芬．顾客满意度测评方法研究：[硕士学位论文]．合肥：合肥工业大学，2006
[8] 麻志宏．顾客满意度测评方法研究：[硕士学位论文]．大连：大连理工大学，2004
[9] 刘新燕，刘燕妮，杨智等．构建新型顾客满意度指数模型——基于SCSB、ACSI、ECSI的分析．南开管理评论，2003．(6)：52～56
[10] 王辉辉，顾客满意度测评研究及实例分析：[硕士学位论文]．武汉：武汉理工大学，2004
[11] 刘禾，臧如意．顾客满意度的美国模式——ACSI方法及其应用．企业改革与管理，2000．(9)：38～39
[12] 南剑飞，熊志坚．论顾客满意度评价体系的构建．世界标准化与质量管理，2002．(6)：23～25
[13] 简彩云．我国大型商场的顾客满意度测评研究：[硕士学位论文]．长沙：中南大学，2004
[14] 姚小远，杭爱明．市场调查原理与方法．上海：立信会计出版社，2006．108～125
[15] 黄孝俊．市场调查分析．杭州：浙江大学出版社，2002．119～179
[16] 欧阳卓飞．市场营销调研．北京：清华大学出版社，2006．69～92
[17] 陆军，周安柱，梅清豪．市场调研．北京：电子工业出版社，2003．79～102
[18] 威廉G·齐克芒德．商务调研法(第七版)，杜孔学译．北京：机械工业出版社，2006．281～286
[19] 袁国怀．谈顾客满意度调查的样本量确认．化工管理，2005．(6)：52～53
[20] 陈杰，徐红．抽样调查中样本量的设计和计算．武汉职业技术学院学报，2006．5(1)：118～120
[21] 乔新．抽样设计中样本量的确定．山东统计，2005．(4)：27～28
[22] 马文军，潘波．问卷的信度和效度以及如何使用SAS软件分析．中国卫生统计，2000．17(6)：364～365
[23] 张亦辉，郑有增，等调查问卷的信度效度分析．当代教育科学，2003．(22)：53～54
[24] 唐雯，陈爱祖．顾客满意度测评中的问卷检验．数理统计与管理，2005．24(1)：58～61
[25] 高文斌，常春，等大学生艾滋病知识信念、行为、意向问卷的信度、效度分析．中国心理卫生杂志，2004．18(6)：408～410
[26] 王中亮．我国汽车消费特点及发展趋势．上海商业，2005．(3)：52～53
[27] 董彦龙．我国现阶段汽车消费心理分析．科技资讯，2006．(6)：173～174
[28] 秦磊．中国汽车营销模式及其发展对策：[硕士学位论文]．广州：暨南大学，2004
[29] 陈靖华．浅析汽车消费市场．价格月刊，2006．(6)：35～36
[30] 誉清辉．中国汽车行业的价格策略研究．价格理论与实践，2005．(2)：23～24
[31] 朱险峰．汽车服务营销的问题研究：[硕士学位论文]．成都：四川大学，2002
[32] 余志勇．上海通用“别克”汽车营销案例：[硕士学位论文]．郑州：郑州大学，2004
[33] 王东辉．我国汽车营销模式的分析及发展对策研究：[硕士学位论文]．南宁：广西大学，2004
[34] Belitchenko, A. K.. Steady Progress Emphasis On Satisfaction Of Customer' s Needs As Key Principles Of Enterprise Survival. Marketing Intelligence And Planning 2005. (2):16～18
[35] Alexander, J. Measuring Customer Satisfaction With Success. Customer Management, 2005. vol.13(4):2～6
[36] Oabholkar, Pratibha A. Overby, Jeffrey W. Linking Process And Outcome To SERVICE Quality And Customer Satisfaction Evaluations. International Journal Of Service Industry Management, 2005. vol.16(1):26～28
[37] Fornell, Oavid. F. Larcker. Evaluating Structural Equation Models with Unobservable Variables and Measurement error .Journal of Marketing Research, 2000. (3):39～50
[38] Anne Martensen, Lars Gronhold, Kai Kristensen. The drivers of customer satisfaction and loyalty: cross-industry findings from Denmark. Total Quality Management & Business Excellence, 2000. (7):50～54
[39] Sickel, William L., Building Customer Satisfaction With Quality. Quality Progress, 2005. vol. 38(1):12～18
[41] Christian Hennig C. Identifiablity of models for cluster wise linear regression. Journal of Classification, 2000. (4):273～297
[40] Churchill, S. How To Get And Use Real-time Data To Improve Customer Satisfaction. Journal Of Emergency Nursing, 1982. vol. 31(1):46～47
[42] Ibrahim, E. E. A Positioning Strategy For A Tourist Destination, Based On Analysis Of Customers' Perceptions And Satisfactions, Marketing Intelligence And Planning, 2005. vol. 23(2):90～94
[43] Marzo-navarro, M. Pedraja-iglesias, M. Rivera-torres, M. P., Measuring Customer Satisfaction In Summer Courses. Quality Assurance In Education, 2005. vol. 13(1):47-49
[44] Rust Roland T, Lemon Katherine N, Zeithaml Valarie A. Return on marketing: using customer equity to focus marketing strategy. Journal of Marketing, 1994. 109-128
[45] Glover, Jenny, Customer Satisfaction Research Management. Quality Progress, 2005. vol. 38(1): 78-84
[46] Oliver Richad L. Processing of the Satisfaction Response on Consumption: A Suggested framework and research proposition. journal of consumer satisfaction. Dissatisfaction and complaining behavior, 1994. (2):2-16
[47] Westbrook, Alfred Tjosvold, Dean Zhang, Pengzhu. Service Provider Type As A Predictor Of The Relationship Between Sociality And Customer Satisfaction. Asia Pacific Journal Of Management, 1983. vol. 22(2) :41-43
[48] Johson M. D., Gustafsson A., Andreassen. The evolution and future of national customer satisfaction index models, Journel of Economic Psychology, 2001. (2) :217 -245
[49] Khalifa, M. Effects Of Electronic Customer Relationship Management On Customer Satisfaction A Temporal Model Proceedings Of The Annual Hawaii. International Conference On System Sciences, 2005. (5) :25-31
[50] Lars. Gronholdt, Anne Msrtensen, Kai Kristensen . The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management& Business Excellence, 2000. (5):509-514
[2] 宋先道．顾客满足度的内涵、影响要素及其评价分析．科技进步与对策，2002．(1)：176～177
[3] 陈华，王新平．顾客满意度指数测评方法及其应用．西北农林科技大学学报，2003．3(5)：110～114
[4] 宋先道，李涛．顾客满意度指数研究现状分析及改进措施．武汉理工大学学报，2002．24(5)：115～117
[5] 林建华．顾客满意度指数(CSI)评测实践．电子质量，2005．(5)：35～37
[6] 于志鹏．顾客满意的特性及顾客满意度的测量．机械管理开发，2004．(4)：121～122
[7] 方琴芬．顾客满意度测评方法研究：[硕士学位论文]．合肥：合肥工业大学，2006
[8] 麻志宏．顾客满意度测评方法研究：[硕士学位论文]．大连：大连理工大学，2004
[9] 刘新燕，刘燕妮，杨智等．构建新型顾客满意度指数模型——基于SCSB、ACSI、ECSI的分析．南开管理评论，2003．(6)：52～56
[10] 王辉辉，顾客满意度测评研究及实例分析：[硕士学位论文]．武汉：武汉理工大学，2004
[11] 刘禾，臧如意．顾客满意度的美国模式——ACSI方法及其应用．企业改革与管理，2000．(9)：38～39
[12] 南剑飞，熊志坚．论顾客满意度评价体系的构建．世界标准化与质量管理，2002．(6)：23～25
[13] 简彩云．我国大型商场的顾客满意度测评研究：[硕士学位论文]．长沙：中南大学，2004
[14] 姚小远，杭爱明．市场调查原理与方法．上海：立信会计出版社，2006．108～125
[15] 黄孝俊．市场调查分析．杭州：浙江大学出版社，2002．119～179
[16] 欧阳卓飞．市场营销调研．北京：清华大学出版社，2006．69～92
[17] 陆军，周安柱，梅清豪．市场调研．北京：电子工业出版社，2003．79～102
[18] 威廉G·齐克芒德．商务调研法(第七版)，杜孔学译．北京：机械工业出版社，2006．281～286
[19] 袁国怀．谈顾客满意度调查的样本量确认．化工管理，2005．(6)：52～53
[20] 陈杰，徐红．抽样调查中样本量的设计和计算．武汉职业技术学院学报，2006．5(1)：118～120
[21] 乔新．抽样设计中样本量的确定．山东统计，2005．(4)：27～28
[22] 马文军，潘波．问卷的信度和效度以及如何使用SAS软件分析．中国卫生统计，2000．17(6)：364～365
[23] 张亦辉，郑有增，等调查问卷的信度效度分析．当代教育科学，2003．(22)：53～54
[24] 唐雯，陈爱祖．顾客满意度测评中的问卷检验．数理统计与管理，2005．24(1)：58～61
[25] 高文斌，常春，等大学生艾滋病知识信念、行为、意向问卷的信度、效度分析．中国心理卫生杂志，2004．18(6)：408～410
[26] 王中亮．我国汽车消费特点及发展趋势．上海商业，2005．(3)：52～53
[27] 董彦龙．我国现阶段汽车消费心理分析．科技资讯，2006．(6)：173～174
[28] 秦磊．中国汽车营销模式及其发展对策：[硕士学位论文]．广州：暨南大学，2004
[29] 陈靖华．浅析汽车消费市场．价格月刊，2006．(6)：35～36
[30] 誉清辉．中国汽车行业的价格策略研究．价格理论与实践，2005．(2)：23～24
[31] 朱险峰．汽车服务营销的问题研究：[硕士学位论文]．成都：四川大学，2002
[32] 余志勇．上海通用“别克”汽车营销案例：[硕士学位论文]．郑州：郑州大学，2004
[33] 王东辉．我国汽车营销模式的分析及发展对策研究：[硕士学位论文]．南宁：广西大学，2004
[34] Belitchenko, A. K.. Steady Progress Emphasis On Satisfaction Of Customer' s Needs As Key Principles Of Enterprise Survival. Marketing Intelligence And Planning 2005. (2):16～18
[35] Alexander, J. Measuring Customer Satisfaction With Success. Customer Management, 2005. vol.13(4):2～6
[36] Oabholkar, Pratibha A. Overby, Jeffrey W. Linking Process And Outcome To SERVICE Quality And Customer Satisfaction Evaluations. International Journal Of Service Industry Management, 2005. vol.16(1):26～28
[37] Fornell, Oavid. F. Larcker. Evaluating Structural Equation Models with Unobservable Variables and Measurement error .Journal of Marketing Research, 2000. (3):39～50
[38] Anne Martensen, Lars Gronhold, Kai Kristensen. The drivers of customer satisfaction and loyalty: cross-industry findings from Denmark. Total Quality Management & Business Excellence, 2000. (7):50～54
[39] Sickel, William L., Building Customer Satisfaction With Quality. Quality Progress, 2005. vol. 38(1):12～18
[41] Christian Hennig C. Identifiablity of models for cluster wise linear regression. Journal of Classification, 2000. (4):273～297
[40] Churchill, S. How To Get And Use Real-time Data To Improve Customer Satisfaction. Journal Of Emergency Nursing, 1982. vol. 31(1):46～47
[42] Ibrahim, E. E. A Positioning Strategy For A Tourist Destination, Based On Analysis Of Customers' Perceptions And Satisfactions, Marketing Intelligence And Planning, 2005. vol. 23(2):90～94
[43] Marzo-navarro, M. Pedraja-iglesias, M. Rivera-torres, M. P., Measuring Customer Satisfaction In Summer Courses. Quality Assurance In Education, 2005. vol. 13(1):47-49
[44] Rust Roland T, Lemon Katherine N, Zeithaml Valarie A. Return on marketing: using customer equity to focus marketing strategy. Journal of Marketing, 1994. 109-128
[45] Glover, Jenny, Customer Satisfaction Research Management. Quality Progress, 2005. vol. 38(1): 78-84
[46] Oliver Richad L. Processing of the Satisfaction Response on Consumption: A Suggested framework and research proposition. journal of consumer satisfaction. Dissatisfaction and complaining behavior, 1994. (2):2-16
[47] Westbrook, Alfred Tjosvold, Dean Zhang, Pengzhu. Service Provider Type As A Predictor Of The Relationship Between Sociality And Customer Satisfaction. Asia Pacific Journal Of Management, 1983. vol. 22(2) :41-43
[48] Johson M. D., Gustafsson A., Andreassen. The evolution and future of national customer satisfaction index models, Journel of Economic Psychology, 2001. (2) :217 -245
[49] Khalifa, M. Effects Of Electronic Customer Relationship Management On Customer Satisfaction A Temporal Model Proceedings Of The Annual Hawaii. International Conference On System Sciences, 2005. (5) :25-31
[50] Lars. Gronholdt, Anne Msrtensen, Kai Kristensen . The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management& Business Excellence, 2000. (5):509-514
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |