《产品附加值对顾客满意度影响研究》-毕业论文.DOCVIP

PAGE PAGE I 题 目: 产品附加值对顾客满意度影响研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 随着市场经济的不断发展，进入21世纪全球一体化的大竞争时代，随着竞争的加剧，市场逐渐由卖方市场转为买方市场，企业的核心竞争力不再是以产品质量为主，产品附加值即服务、人员、企业形象等都成为企业用以竞争的手段。 本文通过对目前企业产品附加值如服务、人员、企业形象等方面的阐述，研究其对顾客满意的影响方式，通过分别对顾客满意影响过程的研究发现目前企业产品附加值在影响顾客满意度中存在的问题主要在于服务价值缺乏落实，缺少全面性；企业专业人员缺乏，培训不足；企业不理解企业形象真正内涵，盲目地建设企业形象这三个严重的问题。针对这三个问题进行研究，结合家电企业中的服务明星海尔做案例分析提出解决方法，强调企业在增加产品附加值时要能够实施全面服务质量管理，提高服务价值；加强人员培训，提高人员素质；把握全局，从内到外提升企业形象。 本文通过研究得出以下结论：客户满意度是客户在接受某一产品或服务时实际感知的价值和预期价值比较的结果，如果实际价值大于预期价值，客户会感到超出满意；如果实际价值等于预期价值，客户也会感到满意；如果实际价值小于预期价值，客户就不满意。因此企业应积极利用产品附加值提高顾客购买总价值，降低顾客购买总成本，进而实现顾客满意。 关键词：产品附加值 顾客满意 服务 企业形象 Title Research on influence of product added value to customer degree of satisfaction Abstract Along with market economys unceasing development, it has come to the big competition time of global integration since the 21st century. Along with the competition aggravating, it has transfered from the sellers market to the buyers market. Enterprises core competitiveness no longer primarily depends on the quality of products. The product added value such as the service, the personnel, the enterprise image, the communication etc. all becomes the methods by which the enterprise uses to compete. This paper intends to study how present enterprise product added value influences the degree of customers’satisfaction by elaborating the service, the personnel, the enterprise image and so on, discovers the insufficiency affecting the customer degree of satisfaction. The existing problems mainly lie in these three serious issues. They are as follows: the deficient implement of service value and lack of the integrity; lack of the enterprise specialists and training insufficiency; the misunderstanding of the enterprise image true connotation and enterprise constructed blindly. This paper did researches on these three ques