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论文编号：	13302
作者编号：	2320190407
上传时间：	2022/6/10 14:56:22
中文题目：	N公司保健食品认证服务质量改进研究
英文题目：	Research on the Improvement of Service Quality of Health Food Certification of N Company
指导老师：	杨坤
中文关键字：	认证服务；服务质量改进；流程优化；客户关系改进；内部营销改进
英文关键字：	Certification Service; Service Quality Improvement; Process Improvement; Customer Relationship Improvement; Internal Marketing Improvement
中文摘要：	认证行业作为服务业中的一个分支，除了具有服务行业的所有特征外，还具有权威性、高知识密集性和客观公正性等特点，已成为推动行业进步、助力产业升级的重要手段和工具之一。随着中国认证市场的进一步开放以及市场化程度的不断提高，国有、民营和外资认证公司同台竞争，整个行业呈现快速增长的趋势，市场竞争进一步加剧。认证行业作为专业技术服务业，依托对专业知识的掌握和对行业的深入洞察为客户提供认证服务。只有以客户为中心，为客户提供高质量的认证服务产品，才能留住老顾客，开发新顾客，从而进一步拓展市场，提高市场占有率。这一切的实现需要符合企业自身情况和特点的服务质量管控作为强有力保障。市场在不断变化，经营环境也在不断变化，认证公司应采取科学的服务质量改进手段和方法，以应对激烈的市场竞争并巩固和提升相对竞争优势，从而取得可持续性发展。 本文以服务质量管理理论和认证行业服务质量评价模型为依据，以服务质量差距分析模型、服务流程优化、服务蓝图、客户关系管理和内部营销为工具，对N公司保健食品认证服务质量改进展开研究。通过对N公司员工和客户进行访谈，识别出认证服务存在的突出问题，给出了该公司保健食品认证服务质量改进方案和实施保障的建议。需要指出的是与传统产品相比，客户对认证服务的评价具有主观性和不可控制性，这给服务的评价带来一定的困难。 本文对N公司保健食品认证服务质量改进和提升提供了具体建议。N公司面临的问题具有一定的代表性，所以本文也对整个认证行业服务质量的提高、服务水平的提升具有一定的参考价值。
英文摘要：	As a branch of the service industry, the certification industry not only has all the characteristics of the service industry, but also has the characteristics of authority, high knowledge intensity and objectivity. It has become one of the important means and tools to promote industry progress and industrial upgrading. With the further opening of China's certification market and the continuous improvement of marketization, state-owned, private-owned and foreign-owned certification companies compete on the same platform, the whole industry shows a rapid growth trend, and the market competition is further increased. As a part of professional technical service industry, the certification industry provides certification services for customers based on the mastery of professional knowledge and in-depth insight into the industry. Only by taking customers as the center and providing customers with high-quality certification service products, can we keep existing customers and develop new customers, so as to further expand the market and improve the market share. The realization of these relies on service quality improvement program in line with the company's own situation and characteristics as a strong guarantee. The market is changing and the business environment is also changing. The certification company should adopt scientific means and methods to improve service quality in order to deal with the fierce market competition and consolidate and enhance the relative competitive advantage, so as to achieve sustainable development. Based on the service quality management theory and service quality evaluation model of certification industry, the thesis studies the improvement of health food certification service quality of N company with the tools of 5 GAP model, service process improvement, service blueprint, customer relationship management and internal marketing. By analyzing the result of interview to employee and customer, the outstanding problems of quality of certification service are identified, and the improvement approach and implementation guarantee are suggested. It should be pointed out that compared to traditional products, customers' evaluation of certification services is subjective and uncontrollable, which brings some difficulties to the evaluation of services. The thesis provides detailed practical suggestions for improving the competitiveness of health food certification service of N company. The problems that N company is facing are representative, so the thesis provides suggestions for the improvement of service quality, service level and market competitiveness of the whole certification industry.
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