G公司顾客满意度评价体系存在的问题及对策.pdfVIP

G 公司顾客满意度评价体系存在的问题及对策 【内容摘要】 顾客满意度反映的是顾客的一种心理状态，它来源于顾客对企业的某种产品服务消费所产生的 感受与自己的期望所进行的对比，企业应考察所提供的产品服务与顾客期望、要求等吻合的程度如 何，并根据现实和理想的差距，制定改善措施改进市场营销绩效以提高企业的竞争力。虽然许多企 业意识到顾客满意度的重要性并开始实施满意度调查，但满意度调查的方法和评价指标的设置并不 完全合理，使得顾客满意度评价流于形式，起不到应有的作用。本文通过对顾客满意度的理论分析， 指出G 公司当前满意度评价存在缺乏全面的测评指标体系、用满意度调查数据代替顾客满意度、缺 少有效的现代综合评价方法、未对评价结果的分析利用、没有对评价指标项目进行定期修正的流程、 满意度级数过少和忽视顾客采购部门以外的意见等问题，针对问题提出了诸如识别顾客满意度评价 的正确对象，合理设置调查问卷，建立全面科学的评价指标体系及其度量等级和指标权重，制定严 谨的满意度评价管理制度，并对评价结果进行客观的数据分析以指导营销业绩改善，最终促进G 公 司企业竞争力的提升。 【关键词】 顾客满意 评价 问题 对策 Abstract Customer satisfaction is a reflection of the psychological state of the customer, compares it from the customer to the enterprise for some products and services consumption generated feelings with their expectations, how enterprises should examine the products and services and customer expectations, requirements of the degree of agreement, and according to the gap between reality and ideals, develop improvement measures to improve the marketing performance in order to improve the competitiveness of enterprises. Although many enterprises have realized the importance of customer satisfaction and begin to implement the satisfaction survey, but satisfaction survey and evaluation index set is not entirely reasonable, make customer satisfaction evaluation becomes a mere formality, not to play due role. In this paper, through the analysis of the customer satisfaction theory, point out G company current satisfaction evaluation is lack of comprehensive evaluation index system, using survey data instead of customer satisfaction, the lack of modern comprehensive evaluation method, without effective analysis on the evaluation results, there is no other than by periodically updating process, satisfaction series too few and ignore customer procurement department the index of project evaluation opinions and other issues, and puts forward the correct object such as