服务营销实验指导书.docVIP

2004营销《服务营销》实验指导书 实验一 某服务行业的顾客满意度调查（4学时） 一、实验目的及要求 （一） 实验目的 (1)掌握服务业中顾客满意度的影响因素 (2)掌握各种市场调研的方法 (3)了解市场调研的内容 （二）实验要求 1．按“实验内容”完成实验的操作，并将相关数据记入实验报告； 2．所有实验课程以小组为单位来进行，平均6人/组，组长负责小组成员的分工与管理，每个组员务必积极参与。 3.实验完成后，以组为单位提交调查问卷和调查报告（调查问卷必须是中英文各提交一份）。问卷和报告采用电子文档和打印文档两种形式。 4. Individual Assignment:每个同学撰写实习日志，包括对调研过程的描述。 二、实验地点及设备 实验采取“户外调查+实验室内收集资料”相结合的形式。 实验地点：商学院实验机房+校外问卷调查 实验设备：PC机及其局域网。 三、实验内容及程序 1.利用Internet检索有关服务行业的信息，决定要调研的服务企业，收集行业相关资料 2.对该服务企业的营销环境进行调查分析 3. 针对这一行业的营销环境与服务特征，选取顾客满意度的指标体系 4. 设计顾客满意度调查问卷 5. 对顾客满意度进行调查分析 6. 撰写调研报告 四、实验结果 调查报告中要记录实验的有关数据以及企业背景情况，可以图片、文字等形式放在实验报告中，同时加以必要的文字说明。调查报告要严格按照市场调查报告的内容与格式来进行。 Supplementary Material Here are the samples of the survey on CS. Try to design a survey on customer service satisfaction for a service company, such as bank, mobile company, retailers or other else. Customer Service Satisfaction Survey In your most recent customer service experience, how did you contact the representative? ?IN PERSON ?BY TELEPHONE ?INTERNET ?THROUGH A DEALER ?OTHER If you received assistance through the Internet... Sufficient information was available to solve my problem. ?STRONGLY AGREE ?SOMEWHAT AGREE ?NEITHER AGREE OR DISAGREE ?SOMEWHAT DISAGREE ?STRONGLY DISAGREE Did our representative... (Select all that apply) ?QUICKLY IDENTIFY THE PROBLEM ?APPEAR VERY KNOWLEDGEABLE AND COMPETENT ?HELP YOU UNDERSTAND THE CAUSES AND SOLUTION TO YOUR PROBLEM ?HANDLE PROBLEMS WITH COURTESY AND PROFESSIONALISM About how long did you have to wait before speaking to a representative? ?I WAS TAKEN CARE OF IMMEDIATELY ?WITHIN 3 MINUTES ?3-5 MINUTES ?5-10 MINUTES ?MORE THAN 10 MINUTES About how long did it take to get this problem resolved? ?IMMEDIATE RESOLUTION ?LESS THAN ONE DAY ?BETWEEN TWO AND THREE DAYS ?BETWEEN THREE AND FIVE DAYS ?MORE THAN ONE WEEK ?THE PROBLEM IS STILL NOT RESOLVED How many times did you have to contact customer service before the problem was corrected? ?ONCE ?TWICE ?THREE TIMES ?MORE THAN THREE TIMES ?THE PROBLEM IS STILL NOT RESOLVE