论文-烟草行业客户满意度影响因素实证研究.doc

烟草行业客户满意度影响因素实证研究 作者：兰青秀 摘要 客户满意度研究是客户关系管理的重要组成部分。卷烟产品是特殊商品，多年来一直在国家的专卖制度下发展壮大，并且取得了不错的业绩。但是，随着中国成功加入WTO，加之人们对健康的日益重视以及社会各界的关注，卷烟企业的而发展遇到了前所未有的挑战，因此对卷烟产品的客户满意度研究具有深刻的现实意义。 本文研究的对象是终端零售客户的满意度。通过查阅大量期刊文献，概括了国内外学者关于客户满意度的理论及模型，结合卷烟市场的特点和终端零售客户特征，对影响其满意度的因素进行提取，并在此基础上建立模型并提出相关假设。本文运用实证分析，在调查问卷数据分析的基础上，借助SPSS统计软件，运用方差分析和线性相关分析对所提假设进行了验证。 本文得出了有价值的结论，主要有：不同业态之间的满意度具有显著差异；各模块服务总平均得分与各模块服务满意度之间具有一定正相关性；对于各个服务模块而言，总平均得分与满意度具有一定的相关性；总平均得分与满意度之间呈明显的线性关系；满意度可以显示各个服务模块满意度的差异和高低水平，而总平均得分则可以清晰地描述它们之间的具体差距。 关键词：客户满意度；影响因素；烟草行业；零售客户 Study on the Senior Executive Compensation and Company Performance of the Listed Company Abstracts Customer satisfaction is an important part of customer relationship management (CRM). Cigarette products is a special commodity, has for years been in the countrys monopoly system development, and achieved good results. But, with Chinas successful entry into the WTO, in addition to peoples health value and the social from all walks of life more and more attention, and development of the tobacco enterprises encountered unprecedented challenges, so customer satisfaction research of cigarette products has profound practical significance. The object of this study is the terminal retail customer satisfaction. Through consulting a large number of journal literature, summarized the domestic and foreign scholars about the theory and model of customer satisfaction, according to the characteristics of the cigarette market and terminal retail customer characteristics, the factors affecting the satisfaction is extracted, and based on this model and put forward relevant assumptions. This paper USES the empirical analysis, based on the questionnaire data analysis, with the aid of SPSS statistical software, using analysis of variance and linear correlation analysis for the proposed assumption is verified. In this paper, the valuable conclusion, mainly include: satisfaction have significant differences between different formats; Each module service total average score