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论文编号：	6698
作者编号：	2120123026
上传时间：	2014/12/4 21:08:21
中文题目：	制造业服务化背景下TEC公司服务失误与服务补救策略研究
英文题目：	Research on Service Failure and Service Recovery Strategies of TEC Corp. Basing on Manufacturing Servitization
指导老师：	张国萍
中文关键字：	客户感知服务质量;制造业服务化;服务失误;服务补救
英文关键字：	Customer Perceived Service Quality; Manufacturing Servitization; Service Failure; Service Recovery
中文摘要：	制造业是国家国民经济发展的基石，是国民经济的支柱产业，是国家增强竞争力的基础，在一定程度上决定着国家竞争力的水平。但伴随着激烈的市场竞争环境，国内外制造业正发生着深刻的变革，已由过去以制造业为主的传统加工制造领域延伸到了服务领域，导致很多公司通过制造业服务化来提高公司的竞争优势。而由于服务本身的特性，使得服务失误不可避免，因此，当服务失误时，采取何种服务补救措施，使客户恢复对公司的信心，从而留住客户，提高客户的满意度及忠诚度，便成为了制造业企业必须重视的问题。由于信息技术的迅猛发展，制造业企业产品同质化现象日趋严重，单凭价格竞争不仅会对公司的利润造成影响，甚至会损害公司的品牌形象。TEC复合机公司便是其中的典型代表。本文基于制造业服务化的背景以及服务失误和服务补救的相关理论，以TEC复合机公司为案例研究这些理论在公司中的应用。 首先通过分析制造业企业的市场经济环境以及服务失误的不可避免性，提出本文研究的背景及意义、研究方法及内容框架；其次，回顾相关文献内容；然后，分析了TEC公司服务市场营销的现状及存在的问题；进而分析了TEC公司服务失误的现象及成因；随后分别从公司内外部阐明TEC公司的服务补救策略的选择与实施；然后对服务补救策略提出了保障机制；最后，对本文的研究结论进行了总结。通过以上研究，本文主要从服务理念、服务工程师、客户数据库三方面提出了TEC公司内部服务补救策略，同时从客户抱怨管理、如何鼓励和引导客户进行抱怨、高效率地进行服务补救三方面提出了公司外部服务补救策略；从服务补救的预警机制、评价机制、反馈机制进行分析提出TEC公司如何保障服务补救策略的顺利实施。
英文摘要：	Manufacturing industry is the cornerstone of the national economic development, the pillar industry of domestic economy and the foundation for nation to increase competitiveness. To a certain extent, manufacturing industry determines the level of national competitiveness. However, with the drastic market competition environment, a significant revolution which has been developed from the traditional processing and manufacturing field that specializing in manufacturing industry at past extended to the service field has taken place in manufacturing industry both at home and abroad., this causes many companies to enhance their competitive advantage by manufacturing servitization. And due to the characteristics of the service, the service failure is inevitable. Therefore, once the service failure happens, it would be a considerable problem for the manufacturing enterprise to take what kinds of service remedial measures to restore the confidence and retain the customers, so that it could improve customer satisfaction and loyalty. Along with the rapid development of information technology, the phenomenon of product homogeneity in manufacturing enterprises is increasingly serious. It would not only cause an effect to enterprise profit, but also damage the brand image by price competition only.TEC Corp. is the typical case. This thesis studies the application of these theories in enterprises through analyzing TEC Corp. based on the background of manufacturing servitization and the relevant theories of service failure and service recovery. First of all, through analyzing the market economic environment of manufacturing enterprises and the inevitability of service failure, this thesis proposes the background and significance of the study, research method and the content framework. Secondly, the relevant literature is reviewed. And then, this thesis analyzes the status quo and problems of the service marketing in TEC Corp., then analyzes the phenomenon and factors of the TEC Corp. service failure; illuminates the selection and implementation of the TEC Corp. service failure strategy from the internal and external company respectively; and then proposes guarantee mechanism; finally, the research production is summarized. Above all, this paper proposes the internal service recovery strategies, including the concept of service, service engineers, customer database and the external service recovery strategies, from customer complaints management, how to encourage and guide customer to complain to carry out service recovery efficiently; while putting forward to three safeguards from warning mechanism, evaluation mechanism to feedback mechanism to make TEC Corp. implement the strategies smoothly.
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