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论文编号：	9246
作者编号：	2120142550
上传时间：	2017/6/14 15:36:29
中文题目：	H家居连锁商场服务承诺失效问题研究
英文题目：	Research on the Problem of Service Commitment Failure of H Home Furnishing Chain Stores
指导老师：	李亚
中文关键字：	家居零售业；服务承诺；服务质量管理；零供矛盾
英文关键字：	Home Furnishing Retail Industry; Service Commitment; Service Quality Management; Contradictions Between Retailers and Suppliers
中文摘要：	2015年第一季度，我国第三产业占GDP比重首次超过50%，意味着中国进入服务经济时代，服务营销对企业的发展将越来越重要。服务承诺作为一种服务营销方式被许多企业所采用，然而我国服务行业的发展起步较晚，服务营销不成熟，一些企业的服务承诺提出后不能有效履行，给企业造成负面影响。文章以家居零售行业的龙头企业H公司为例，以Parasuraman, Zeithaml与Berry三位学者的服务质量管理模型、Hart的服务承诺研究理论及张圣亮的服务承诺研究理论为主要依据，针对该公司服务承诺失败的原因及应对措施展开研究，给予企业以启示，为行业提供参考。 首先，文章根据实地调查与电话回访的结果，结合H公司营销环境，指出了公司服务承诺在内容设计方面与实施条件方面的问题。在内容设计方面，过度承诺、表述不明确、有损顾客利益、约束条件过多、赔付缺乏保证5个问题在服务承诺的各项条款中分别存在。在实施条件方面，H公司管理体系的不完善以及零供矛盾导致了公司的服务质量不稳定：其一，公司缺乏完善的调研机制，对顾客服务期望了解不充分；其二，供应商之间的服务水平参差不齐，顾客接受到的服务时好时坏；其三，租赁模式下零供之间存在利益冲突，供应商对于商场的制度往往较排斥；其四，销售人员对制度的不熟悉与商场的过度承诺错误的引导了顾客；以上因素导致了顾客感知到的服务起伏较大，或与期望的服务之间存在差距。 此外，文章提出了改进H公司服务承诺内容与实施条件的建议。内容方面，在服务承诺有效性原则的框架下系统的识别购买风险，规避缺乏销售与服务自主权的不可控因素，并聘请专业律师团队解读相关法律。实施条件方面，通过扩大人员编制、统一人员调配、加强员工培训、开发销售跟踪与评价系统、设立重大问题应急岗位对管理体系进行完善，并通过协商、激励或缩减渠道等级改进零供合作；在此基础上，通过实施顾客调研、规范服务标准、提高检查密度、提升沟通效率对商场的整体服务质量加以控制。
英文摘要：	The first quarter of 2015, China's third industry accounted for the proportion of GDP more than 50% for the first time , which means that China entered the era of service economy, and service marketing will be increasingly important to the development of enterprises. As a service marketing approach, service commitment has been adopted by many enterprises. But, the development of China's service industry started late, service marketing is not mature, and some enterprises failed to perform service commitment, which brought the negative impacts to themselves. The H Corporation which is the leading corporation of Home Furnishing retail industry as an example, the model service quality management from Parasuraman, Zeithaml and Berry, the theory of service commitment from Hart and the theory of service commitment from Zhang Shengliang as the main bases, this article carries out research on the causes of the failure of service commitment and countermeasures to give enlightenment to enterprises and to provide a reference for the industry. First of all, according to the results of field surveys and telephone interviews, combined with the marketing environment of H company, this article points out the problems in the content design and implementation conditions of the company's service commitment. In the aspect of content design, the 5 problems, such as over commitment, unclear expression, damage to the interests of customers, too many constraints, and the lack of guarantee, exist in the terms of the service commitment. In the the aspect of implementation conditions, the imperfect management system and contradictions between the retailer and suppliers of H company led to the unstable quality of service: first, lack of research on customer service mechanism, the expectation of consumers is not fully understood; second, service level is uneven between the supplier's lead to customers’ feel of service is unstable; third, the contradiction between the retailer and suppliers in lease model cause the suppliers’ antipathy to the institution of H company; fourth, unacquaintance to institution by salespersons and excessive commitment by the retailer lead to consumers’ misunderstanding; the above factors led to the customer perceived service is undulating, or there is a gap between expectations and service. In addition, this article puts forward some suggestions to improve the content and implementation conditions of H company's service commitment. In the aspect of content, based on the effectiveness principle of service commitment, identify the purchase risk, avoid the uncontrollable factor in lack of the right in sales and service, and hire a professional team of lawyers to interpret the relevant laws. In the aspect of the implementation condition, through the expansion of staffing, unified deployment of personnel, strengthen staff training, development of sales tracking and evaluation system and the establishment of emergency post of major issues improve the management system, and through consultation, excitation or reducing the channel grade improve cooperation between the retailer and the supplier; on this basis, through the implementation of customer research, specification of service standard, increase of check frequency, advance of communication efficiency control the overall service quality of the shopping arcade.
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