市场营销专业毕业论文--杭州万隆光电设备有限公司顾客满意度研究.docVIP

摘 要 21 世纪的竞争是服务竞争，是基于顾客满意的服务竞争，任何企业都不能忽视服务浪潮的冲击。企业的流程始于顾客的需要，终于顾客的满意。从根本上说，企业存在的目的就是满足顾客的需要；从竞争的意义上讲，让顾客满意，是现代企业迎接挑战，锐意进取的基础和前提。谁了解顾客的期望，及时掌握顾客的满意程度，以最有效的途径满足和超越顾客期望，获得顾客忠诚，谁就会立于不败之地。 本文在顾客满意相关理论的基础上，对杭州万隆光电设备有限公司顾客满意度进行了研究，指出了公司目前存在的主要问题，并确定测评方法和构建了公司顾客满意度测评指标体系，运用层次分析法对杭州万隆光电设备有限公司顾客满意度进行了测评分析，提出了进一步改善公司顾客满意度的对策与具体改进措施，以期不断增强其综合竞争力。 关键词：顾客满意度；测评指标体系；层次分析法；改善对策 ABSTRACT ： Competition in the 21st century is that based on customer satisfaction. Any enterprise cannot ignore the service competition. They think. Customer demand is the goal, customer satisfaction is the purpose. Satisfies the customer demand is enterprises unceasing progress power. In face of the challenge, enterprise will keep on taking the requirements and satisfaction of the clients as its drive to make incessant progress. Who understand customer expectations, to grasp the level of customer satisfaction, the most effective way to meet and exceed customer expectations, access to customer loyalty, who will be invincible.朗读 显示对应的拉丁字符的拼音 ? 字典 The article, on the basis of the theory of customer satisfaction，Hangzhou Prevail Optoelectronic Equipment Co.,Ltd., the study of customer satisfaction, that the companys current major problems and to identify assessment methods and build the companys Customer Satisfaction Evaluation System, and measured the degree of customer satisfaction on Hangzhou Prevail Optoelectronic Equipment Co.,Ltd. by the method of AHP，according to the measurement result, proposed further the corresponding counter measures and specific improvement measures, with a view to strengthening its comprehensive competitive ability continuously. Keywords: customer satisfaction; Evaluation index system; Analytic hierarchy process (ahp); Improvement countermeasures 目 录 摘 要 Ⅰ ABSTRACT Ⅱ 第1章 绪 论 1 1.1 选题背景、意义和研究对象 1 1.1.1 选题背景 1 1.1.2 选题意义 2 1.1.3 研究对象 2 1.2 论文内容和结构 3 1.2.1 论文内容 3 第2章 理论论述 5 2.1 顾客的概念 5 2.1.1 概念的界定 5 2.1.2 顾客的分类 5 2.2 顾客满意度概念界定 6 2.2.1 顾客满意度概念 6 2.2.2 顾客满意度的特征 7 2.3 顾客