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论文编号：	2163
作者编号：	2001002
上传时间：	2010/3/25 16:51:58
中文题目：	超越顾客期望的满意理论与饭店服务系统设计
英文题目：	Customer
指导老师：	齐善鸿
中文关键字：	顾客满意 “双因素”理论 超越顾客期望 饭店服务系统
英文关键字：	Customer satisfaction
中文摘要：	一直以来，为了寻求可持续的竞争优势，研究者作了不懈的探索，形成了许多颇具影响的战略思想和方法。然而，在应用中，人们发现这些策略奏效的前提是能够帮助企业实现顾客满意。产品再好，服务再优，得不到顾客认可，企业就不会有市场。特别是在服务经济时代，市场竞争已直接成为争夺顾客、满足顾客的竞争。营销大师科特勒说过，“除了满足顾客以外，企业还要取悦他们。1”所以，构建全面的顾客满意（Customer Satisfaction），达到顾客和企业的“双赢”，是企业所有竞争战略的最终归宿。 那么，如何取悦顾客、让他们满意？这要求企业不断了解、满足并超越顾客的期望。而要做到这一点，就需要理解不同市场背景下的顾客本质与消费文化的变迁，把握顾客满意形成的心理机制，了解顾客需求、期望及其对企业努力的满意程度，从而有针对性地改进产品、服务和管理，在企业与顾客之间建立起一种情感纽带，而不仅仅是一种理性的偏好2。 但从目前企业的顾客满意管理来看，并没有达到预想的效果；从饭店企业来看，现有的顾客满意理论在饭店服务系统设计的应用也存在不足之处。现实的问题引发人们的思考，研究发现，目前顾客满意实践中的问题不仅与企业操作不到位有关，更重要的是与传统顾客满意理论及其方法的认知假设缺陷有关，这些认知假设包括满意的单维结构假设、顾客的简单统计群体假设等。因此，本论文尝试着对传统顾客满意理论及其实践进行反思，分析其认知假设、操作方法的不足，由此找到突破点，提出基于“双因素”分析的超越顾客期望的满意理论。理论突破是为了解决现实问题，所以，笔者以超越顾客期望的满意理论为依据，进一步探讨目前饭店服务系统设计和运行中的各种问题，并在此基础上设计了超越顾客期望的饭店服务系统，即一个以饭店设施和标准化服务为基础、个性化服务为特征，以超越客人期望，实现客人完全满意为目标的客人、员工和饭店多赢的服务系统。
英文摘要：	Today’s companies are facing their toughest competition than ever. To protect their market shares and profits, companies have primarily responded by cutting their costs, reengineering their processes, and downsizing their work forces. Yet even companies that succeed in cutting their costs may fail to increase their revenue if they lack marketing vision and strategies of satisfying customers. Customer satisfaction is the foundation of all kinds of strategies. Thus, achieving of the overall customer satisfaction is the effective approach to obtain sustainable competitive advantages. Then how can a company satisfy and delight the customers? The most important thing is to track customer’s needs and go beyond customer’s expectations, which require a company to understand the essence of customer and the variance of customer’s needs, to grasp the mechanism of customer satisfaction, and then take effectual actions to develop their products and service. Why should a company seek high-level customer satisfaction? High satisfaction or delight creates an emotional affinity with the company, not just a rational preference. The result is high customer loyalty. However, The outcome of practice is not what people have expected. Quite a few companies meet with the Customer satisfaction ’defection, which characters as high satisfaction but low loyalty. And it is also a difficult problem in the hotel industry, which has significantly influenced the service system design. So this paper aims to develop a new Customer Satisfaction Theory and apply it to the service system design in the hotel industry. This paper includes five chapters. In chapter1-3, from the historical view, the paper retrospects the research and practice of Customer Satisfaction, and spells out in detail why companies cannot win customers and obtain sustainable competitive advantage as ever, which greatly puzzles more and more entrepreneurs and managers. The answer lies in the statistic of customer and one dimension cognitive hypothesis of satisfaction, which are really thought-provoking to develop a new Customer Satisfaction Theory. In the forth chapter, the paper dedicates to the innovation of the Customer Satisfaction Theory. On the basis of the Motivation-Hygiene Theory, the paper conceives the Customer Satisfaction Theory of Exceeding Expectation, and probes into the relationship of the Motivator, the Hygiene Factors and customer’s expectations. In the last chapter, the paper focuses on how to develop a hotel service system based on the Customer Satisfaction Theory of Exceeding Expectation. This part proposes to develop a service system that can really go beyond customer’s expectations and delight customers.
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