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论文编号：	2678
作者编号：	2120082280
上传时间：	2010/11/22 11:01:17
中文题目：	G公司客户服务研究
英文题目：	The Research on G Corporation’s Customer Servic
指导老师：	白长虹
中文关键字：	客户服务，服务质量，客户满意，客户忠诚，化学建材行业
英文关键字：	Customer Service, Service Quality, Customer Satisfaction, Customer Loyalty, Chemical Building Material Industry
中文摘要：	摘要 G公司的母公司是一家韩国大型跨国企业集团，主要经营业务包括化学、电子等诸多领域。G公司是其在中国投资的全资子公司，隶属于化学集团门窗建材事业部，主要产品是门窗用塑料异型材。 目前中国的门窗用化学建材市场实际情况是，各主要生产厂家几乎都存在产能过剩的问题，处于一种严重的供大于求的状态。在这种情况下，企业间的竞争日趋激烈,已经不再仅仅局限于看得见的产品的竞争，开始逐渐转向产品、质量、成本、物流和服务等各个方面的全面竞争，而且这种差距也已经变得越来越小。 由于塑料门窗用型材行业在发展过程中缺乏核心技术，对于新进入者来说，不存在过高的技术壁垒。同时这个行业对于企业规模也没有过多要求，因此造成短期内大量企业涌入这个曾经的新兴行业，造成行业总产能迅速超过市场需求总量，竞争变得非常激烈。为增加本企业产品竞争力，很多企业都采用了简单的控制成本，降低售价的方法。G公司在中国的市场定位是门窗用化学建材领域的中高端客户，因此为了避免被卷入价格战，G公司采取了组合战略去提升企业的竞争优势，其核心内容是加强产品开发，生产差异化的产品，同时，建立客户服务体系，提升客户满意度，增加客户忠诚度，减少客户的流失。本文主要目的就是研究G公司服务体系，这个体系不单包括售后服务部分，同时还要考虑售前和售后服务，需要兼顾内外部顾客的满意度。在本文中作者系统地提出了建立完善的客户服务体系的必要性，可行性，并在随后提出具体操作方法。 本文首先采用波特的五力模型对G公司所在行业的外部环境进行了细致的分析，逐一剖析了可能影响到企业事业经营的五种主要竞争力量，通过分析发现目前的塑料建材行业处于明显的供过于求的买方市场，行业中的所有企业生存压力都比较大，更主要的是得出了目前该行业的主要竞争压力来自于行业内的现有竞争者这一重要结论，指出目前该行业的竞争主要来自本行业内的竞争对手。而通过调查发现，目前国内的各竞争公司间的产品质量、种类、价格等有形部分的差距已经非常微小。因此，如果想保证企业的竞争领先优势，就要走服务营销的差异化路线，因为出色的服务质量是一个系统，是一个体系，是一种企业文化长期培训的积淀，是短期内竞争对手难以模仿和复制的，也是客户比较关心和在意的一个环节。 同时，在本文中，作者从服务营销的一般理论出发，运用服务质量理论和客户满意与客户忠诚理论对G公司的所在行业的各主要生产企业的客户服务应用现状进行细致分析。目前国内型材生产企业众多，按照企业性质可以分为国内企业（国有和民营）与国外合资、独资企业两大类，其客户服务应用现状有非常大的差异。比如国内型材厂家无论是国营企业，还是民营企业在客户服务上投入的资金和精力都非常有限，而对于像YKK这样的外资品牌，则是完全照搬了其国内的模式，没有考虑中国特有国情，所以取得的效果都不明显。 在充分分析了目前门窗用化学建材行业的各主要生产企业客户服务体系应用现状后，本文为G公司设计的服务体系是符合企业自身特点的“Stars”服务体系，即使用五个英文单词（standard,top,abiding,real-time,specific）的首字母来表示客户服务体系的设计思想,即要求建立同行业中标准化的，顶级的服务标准，能够为客户提供长久的，有保障的服务内容，突出表现在要求针对不同类型的客户要定制不同的服务内容，对于客户的要求要实时响应，以此来规范服务内容，强化服务效果。在规定了服务的总体要求的情况下，通过简单易行的方式来表达服务的主要内容，突出服务过程的有形展示，让客户真真切切地感受到服务附加价值的存在，使他们愿意为这部分无形的产品增值部分支付额外的费用。具体地说，则是通过“1567”四个数字来形象生动地概括G公司的主要服务内容，通过一个服务口号，“服务用心，专业用情”来表达服务理念。为发挥大中型门窗用化学建材生产厂家的专业技术优势，向我们的客户提供5项专业服务，在向顾客提供我们的专业服务时要求按照标准的6项步骤进行处理，另外，为了保证服务的质量，对于型材加工成成品门窗这一环节的7个关键步骤进行严格要求，保证门窗加工质量。 为了使已经制定好的服务方案得到认真的贯彻与执行，需要对服务过程和服务质量进行实时了解和控制。为了解顾客对于公司的满意度情况，G公司采取了一年两次的外部顾客满意度情况调查，针对客户不满意的地方，集中精力进行改善。针对SERVQUAL量表中提出的影响服务质量的五个维度,即可靠性、安全性、响应性、移情性及有形性，结合G公司的实际情况，提出了G公司应采取的主要改善行动，同时由于“服务利润链”阐述了没有满意的员工也就没有满意的顾客，员工满意是顾客满意的必要前提，是企业成功经营的先决条件,本文还列举了G公司保证内部员工满意度的具体措施。 希望G公司可以通过建立一套完善的客户服务体系，以此来提高客户满意度，进而增加客户忠诚度，减少客户的流失，提高企业竞争力。最后再进一步通过市场调查的方法对其进行验证，对解决G公司目前面临的问题具有一定的现实指导意义。本文所提出的客户服务体系也可在国内其他较大规模建材生产企业进行推广应用。 关键词：客户服务　服务质量 客户满意 客户忠诚　化学建材行业
英文摘要：	Abstract G Corporation’s parent company is a Korean multinational company, the main business fields are Electronics, Chemistry and etc.　G Corporation is her wholly owned subsidiary company in China, affiliated with Chemical building material division, PVC profile for windows and doors are its main products. Today China is a market where supply obviously exceeds demand. In this condition, the competition is very dramatic in this industry, not only take place on the normal product level, but also include product, quality, cost, delivery and etc., what’s more, the gap between companies is becoming smaller and smaller. As a result of lacking core technology in the PVC profile field, there is no technology barrier for new entrants. Moreover, business size has poor impact in this field. So a lot of companies swarmed into this industry, supply exceeds demand in the short period. Many companies want to make cost saving, lower price and improve their competitive power. As a middle-and-high-end supplier, In order to avoid the competition of price, G Corporation wants to use the combined strategy to improve the advantages of the company, the core content of the strategy is strengthening the product development, producing the different products with other companies, meanwhile, setting up customer service system and improving the ability to satisfy the customers, reducing the loss of customers. This system not only includes after sales service, but also pays more attention to before sales and during sales service; we concern both internal and external customer satisfaction. In this thesis, the author emphasizes necessity and feasibility of establishing comprehensive customer service system and points out the details of operation method later. This thesis analyses is for G Corporation and its field by the five-factor-model of Porter. It analyzes G Corporation’s market background, industrial environment and five main factors that could impact the company operation in detail one by one. We find that almost all companies have big difficulties to survive and develop themselves because of the competitive environment. What’s more, we find that the main competition is come from the rival companies in the PVC profile industry. The gaps of product quality, product sort and product price between the rival companies are becoming smaller and smaller. So that we should keep the advantage by establishing customer service system, which is different with other company. Because it is a system, a result of our company’s culture, it is very hard for other rival companies to copy this model in short term. We believe that the customers care about it too. At the same time, the author analyzes the status of the main PVC profile manufactories’ customer service system in China by the theory of service marketing, service quality, customer satisfaction and customer loyalty. There are a lot of companies that produce PVC profile, we can divide them into two parts, domestic corporations (private and state-owned companies) and foreign corporations. There are big differences between these two kinds of companies’ attitude towards customer service. For instance, domestic companies pay little capital and attention to customer service, but ,when we talk about foreign companies, for example, YKK, a Japanese company, they did the same thing as what they did in Japan, they never considere the special situation in China, so they can’t get the result they wanted. After the status of main PVC profile providers’ customer services are analyzed in detail, the author designs “stars” customer service system for G Corporation. It expresses the design aim by 5 English words (standard, top, abiding, real-time, and specific), we want to establish standard, top service standard, we think we could provide long-term service and guarantee service quality. We should treat the customer the way they want to be treated, and we can answer customers’ requests very soon. So we could make the service content clearly and strengthen the service effect. We should express the main content by easy way as possible as we could, we should emphasize the physical evidence of customer service and make our customer to feel the existence of the service, we hope that they would like pay more for the service. What’s more, we summarize G Corporation’s main service content by “1567”: We expresses our service tenet by a slogan “servicing with all our heart, working at the pains”, in order to make use of our technology advantage, we provides five professional services items, we have six standard steps to supply our service, in addition, for the sake of improving service quality, we emphasizes the importance of 7 phases during a window is manufactured. By this method, we can ensure the windows quality. We must notice the service process and control the service quality by implementing the service blue print. In order to know the customer satisfaction, G Corporation makes satisfaction survey on external customers twice a year, we reform immediately when we receive the customer claim. At the same time, we point out the main activities we should take to improve the service quality, according to SERVQUAL service quality framework: reliability, assurance, tangibles, empathy and responsiveness. Meanwhile, considering “service profit chain”, no satisfied employees, no satisfied customers, employees satisfaction is the precondition of customers’ satisfaction and companies’ success, we share the main measure to keep G Corporation’s employees satisfied. The aim of this thesis is establishing a good customer service system, in order to improve the satisfaction and loyalty of customers, reduce the loss of customers, and enhance the compatibility of the company. At last, it evaluates its correctness by market survey. This thesis has the realistic guidance sense to solve the problem that faces G Corporation. The customers’ services system that is mentioned in this thesis also can be spread to other big building material companies. Keywords: Customer Service, Service Quality, Customer Satisfaction, Customer Loyalty, Chemical Building Material Industry.
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