本科毕业论文 余亚玲.doc

教学单位孝感学院新技术学院
学生学号2070544124
 
本科毕业论文(设计)
题目提高顾客满意度的现实途径探索
学生姓名余亚玲
专业名称市场营销
指导教师石钧
2010 年 12 月 5 日
提高顾客满意度的现实途径探索
摘要:顾客满意是20世纪80年代中后期出现的一种经营思想,其基本内容是企业的整个经营活动要以满意度为指针,要从顾客的角度,用顾客的观点来分析考虑顾客的需求,尽可能全面尊重和维护顾客的利益。顾客满意是企业生存和发展的基础,努力让顾客满意已成为企业立足市场的法宝,追求较高的顾客满意度已成为企业的一种经营目标。本文阐述顾客满意的概念及内涵的基础上,深入我国顾客满意度现状,对影响我国顾客满意度的相关因素进行了分析,并从我国国情出发提出提高顾客满意度的现实途径,如树立以“顾客满意”为中心的企业经营理念,建立顾客价值让渡体系全方位营造企业与顾客的关系,及时妥善的处理顾客的投诉和抱怨等,希望能够帮助企业有效的提高顾客满意度,从而达到企业和顾客双赢。
关键词:顾客满意度;市场营销;途径;对策
The Exploration about Improving Reality of Customer Satisfaction
Abstract:The business idea, Customer satisfaction, emerged in the late 1980s , of which the basic content is the enterprise's entire business activities should be based on the satisfaction, that is to say we must analyze the needs of the customers from the customer's point of view, with the customer's point of view, to make fully respect and protect the interests of customers. Customer satisfaction is the basis for enterprise survival and development. To make customers satisfied has e a magic weapon based on the market for pany. The pursuit of higher customer satisfaction has e a business objective. This essay is on the basis of description of the concept and meaning of customer satisfaction, as well as the status of customer satisfaction in-depth, as well as the analysis on the impact of factors related to customer satisfaction, as well as Synthetically discussing the problems faced with when improving customer satisfaction .Eventually, from our national conditions put forward a realistic way to improve customer satisfaction, such as establishing a business concept that making "customer satisfaction" to the center, Creating customer value assignment system to fully build the relationships between pany and the customer, properly and timely handling customer's muttering plaints and so on. It hopes to panies effectively improve customer satisfaction so as to both business and customers achieve self-benefits.
Keywords: Customer satisfaction;M