顾客满意度提升研究以中国平安为例.docVIP

华侨大学07届工商管理本科毕业论文 顾客满意度提升研究：以中国平安为例 PAGE 顾客满意度提升研究：以中国平安为例 工商管理2班 郑淋涓 摘要 顾客满意度概念最早由美国密歇根大学工商学院Claes Fornell教授于1990年提出。顾客满意理论研究顾客满意对企业的价值意义，该理论认为顾客是企业的首要资源，是企业生产、发展的基础，只有满足顾客的需求，企业才能获得持久的利润来源。随着竞争压力的加剧，为了获得竞争优势，越来越多的企业意识到提升顾客满意的重要性。 企业通过为顾客提供优质服务，满足客户不同层次的需求，从而获得顾客对企业的忠诚度，同时顾客的口碑效应又能为企业塑造良好的形象。对于保险公司而言，顾客满意是公司服务水平的直接评断标准，获得顾客满意等于把握利润源头，因而提高顾客满意度变成一个很有研究价值的课题。中国平安保险公司作为后起之秀，在寿险财险等各个领域都有突出的表现，研究中国平安如何通过一步步积累顾客满意，从而在激烈的竞争中脱颖而出，就显得很有意义。 本文通过介绍顾客满意度的相关概念和理论模型，来研究提升客户满意度对中国平安的发展价值，通过发放问卷调查，初步了解用户对中国平安的满意度情况，并利用卡诺模型对调查数据进行研究，针对中国平安顾客满意度的现状进行分析并提出改善策略，希望本文对目前企业顾客满意度提升研究有所借鉴。 关键词：顾客满意度、顾客满意度理论、顾客满意度指数模型、顾客关系管理 华侨大学07届工商管理本科毕业论文 顾客满意度提升研究：以中国平安为例 Abstract The earliest concept of Customer satisfaction degree had been proposed by the professor of University of Michigan Business School named Claes Fornell in 1990. The customer satisfaction theory has been researched the value of corporations. The theory claimed that customers are the primary resource of enterprises and the basis of production and development . To meet the needs of different customers and achieve the customer satisfaction is the core objective of production. With the increasing of competitive pressures at domestic and abroad, more and more enterprises try to improve customer satisfaction in order to gain the competitive advantage. Customer satisfaction is the guaranteed of the growth of corporate profit. Enterprises have to try their best to provide excellent services and create more value for their customers, in order to meet the demand of respect and the customers self-demand. Thus corporations could boost the customers loyalty. After the customers like and trust your bland they will spread their own experience in your company by word-of-mouth, in this way can create a favourable image and reputation for your enterprise. The Pingan Corporation as a company to provide insurance, has been optimized the quality of their ser