市场营销专业毕业论文--客户服务质量评价体系研究.docVIP

摘 要 面对激烈的市场竞争，企业的发展越来越依靠其服务质量的提高。特别是服务性的行业，比如银行业他们开展的业务大致相同，差异不大，如何在众多企业中脱颖而出，服务起着关键性作用。因此，提供优质满意的服务，满足客户的需要成为银行等服务业的努力方向。 本论文按照“客户服务质量相关理论——禾城农村合作银行客服务质量现状及存在的问题——应对策略”这一逻辑框架对客户服务质量的相关问题进行了系统分析与研究。 论文首先从客户服务质量基本概念，组成因素和客户服务质量的评价方法研究三个方面展开。随后，以禾城农村合作银行客户服务服务质量评价作为研究案例进行具体研究，以问卷作为主要的调查手段进行评价打分。再分析问卷数据，根据顾客给出的重要程度确定权重，并通过服务差距分析发现其服务中存在的不足。最后，根据所发现的问题提出应对策略：一是，从细节入手，把提高客户服务质量落到实处；二是，优化客户服务质量测评机制。 关键词：服务质量；质量评价；满意度 Abstract Facing fierce market competition, corporations rely increasingly on the enhancement of their service qualities to accomplish development. Those in service industries, such as banking operations, provide products without significant individuality from one another, thus ones service becomes the key factor to make it stands out among competitors. Therefore, providing quality services, and satisfying the needs of customers become their major direction. This article systematically studies and analyzes issues related to the customer service quality (CSQ), basing on the logical chain of correlative theories of CSQ--the current situation and existing problems of the Hecheng Rural Cooperative Bank--the strategy . Firstly, one of the basic concepts of quality of customer service , one of factors, one of the method of customer service quality evaluation. Subsequently ,as Hecheng Rural Cooperative Bank of Quality customer service a case study carried out specific studies, the survey questionnaire as the primary means of evaluating rate。Then, according to the survey data analyzing result, 74.30% is the final evaluation determined from the importance level given by the customers. At the final part of the article, targeting the problems found, suggestions for the rebuilding strategy of the CSQES is provided for the bank, First, the details start to implement to improve customer service quality; the second is to optimize customer service quality evaluation mechanism. Key Words：quality of servicequality evaluation; satisfaction 目 录 一、引言 1 二、客户服务质量的相关理论 1 （一）服务质量的内