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论文编号：	13356
作者编号：	2320190332
上传时间：	2022/6/13 9:19:52
中文题目：	ZL招聘平台大客户服务质量提升研究
英文题目：	Research on the improvement of key customer service quality of ZL recruitment platform
指导老师：	梁峰
中文关键字：	大客户；招聘；SERVQUAL模型；服务质量差距模型
英文关键字：	key account；recruitment；SERVQUAL model；service quality gap model
中文摘要：	人才作为经济与企业发展中的关键资源，受到国家、企业以及个人的重视。结合“互联网+”战略，互联网招聘平台在互联网技术发展的基础上进行不断迭代与更新。打破时间空间的局限性，提高人岗匹配保障人才高质量就业，已逐步成为我国人力资源求职、流动的重要发展方向。 本文通过理论回顾明晰服务概念，以服务质量五维度理论、SERVQUAL模型、服务质量差距模型作为主要工具，采用文献研究、问卷调查、客户访谈、持续追踪等方法选取国内知名的互联网招聘平台ZL招聘大客户服务质量提升策略为研究对象，通过PEST分析及优劣分析发现公司大客户服务质量在招聘业务从收入和同业竞争上具有非常重要的意义，大客户服务质量提升极大程度上可以对公司整体发展提供有力支撑并由此展开具体分析。 首先，本文基于SERVQUAL模型设计带有权重分配的调查问卷，围绕可靠性、响应性、保障性、移情性、有形性5个维度，随机抽取150位ZL招聘大客户相关干系人进行调查，共回收有效问卷124份，涵盖了各类客户类别及服务形式，发现五维度平均值除响应性较优外，其余维度服务质量均有提升空间。 随后，基于调查结果和分析，本文指出可通过弥合倾听差距、服务设计和标准差距、服务绩效差距、沟通差距、顾客差距等角度结合ZL招聘公司业务实际提出服务质量提升方案，包括中台前置准确获取客户需求，精准定位及引导客户期望、重塑服务流程、提供定制化的解决方案、搭建多方反馈途经、实时发现并进行服务补救、服务过程有形展示、为客户提供额外赋能等方式，弥合上述差距提升服务质量。 最后，针对方案的实施进行效果回测，在可靠性及有形性两个维度明显缩小“期望-感知”差距，移情性、保障性有所提升，响应性持续保持高水平。另外从保障层面，公司需加强企业文化保障、搭建数据中台、客户服务实施过程中加强过程管理和内部客户机制，以此进行监督和保障服务质量，并且通过员工培训，激励员工持续学习提升能力。本文对ZL招聘公司内部管理提供参考，对市场具有标杆示范作用及推广意义，为同类型企业提供借鉴。 关键词：大客户；招聘；SERVQUAL模型；服务质量差距模型
英文摘要：	As a key resource in the development of economy and enterprises, talents are valued by the state, enterprises and individuals. With the Internet plus strategy, the Internet recruitment platform is constantly iterated and updated on the basis of the development of Internet technology. Breaking the limitations of time and space, improving the matching of people and posts and ensuring high-quality employment of talents have gradually become an important development direction of job hunting and mobility of human resources in China. Through theoretical review, this paper clarifies the concept of service, using the five-dimensional theory of service quality, SERVQUAL model, and service quality gap model as the main tools, using literature research, questionnaire surveys, customer interviews, continuous tracking and other methods to select the well-known domestic Internet recruitment platform ZL Recruitment The key customer service quality improvement strategy is the research object. Through PEST analysis and analysis of advantages and disadvantages, it is found that the company's key customer service quality recruitment business is of great significance in terms of revenue and peer competition. The improvement of key customer service quality can greatly support the company's overall development and a specific analysis will be carried out from this. First, based on the SERVQUAL model, the article designs a questionnaire with weight distribution, focusing on the five dimensions of reliability, responsiveness, security, empathy, and tangibility, and randomly selects 150 ZL major customers. There were 124 valid questionnaires, covering various customer categories and service forms. It was found that in addition to the five-dimensional average, the responsiveness was better, and the service quality of other dimensions had room for improvement. Then, based on the survey results and analysis, the article points out that the service quality improvement plan can be put forward by bridging the listening gap, service design and standard gap, performance gap, communication gap, customer gap and other perspectives combined with the actual recruitment business of ZL Company, including accurate middle-office front-end Obtain customer needs, accurately locate and guide customer expectations, remould service processes, provide customized solutions, build multi-party feedback channels, discover and propose service recovery in real time, provide tangible display of service processes to provide customers with additional empowerment to bridge the above methods gap and improve service quality. Finally, for the implementation of the program, the effect backtest is carried out, and the gap between "expectation-perception" is significantly narrowed in the two dimensions of reliability and physicality, empathy and security are improved, and responsiveness continues to maintain a high level, in addition to the level of security. Companies need to strengthen corporate culture protection,build a data middle platform to provide customers with all-round data support under the premise of legal compliance. At the same time, we will strengthen process management and internal customer mechanism to supervise and ensure service quality, and encourage employees to continue to learn and improve their capabilities through employee training.This paper provides a reference for the internal management of the company, has a benchmarking demonstration effect and promotion significance for the market, and provides a reference for similar enterprises Key words: key account；recruitment；SERVQUAL model；service quality gap model
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