Analysis on How to Improve Customer Satisfaction in Service.docx

1、Analysis on How to Improve Customer Satisfaction in ServiceAnalysis on How to Improve Customer Satisfaction in Service Analysis on How to Improve Customer Satisfaction in Service 1. Introduction 1.1The research background FESCO Company is to make human resources Services Company, mainly to provide f

2、oreign staff personnel agency services. (including storage, the personnel files of social security taxes, receive graduates, personnel outsourcing services), the first half of 2013 received 21 (average 4) customer complaints, compared with last year in 2012, the equivalent of 2012 the whole years co

3、mplaints. As the service center manager, we want to pass the FESCO Company in Beijing, 8 service centers (CBD in Beijing, distribution of high-grade office buildings, mainly responsible for foreign enterprises and customer service personnel agency, direct contact with the client level) in customer s

4、ervices, satisfaction survey released card to employee satisfaction survey, do activities. (event a week.9 1-7) activities after the end of the week of September 8-14, the survey results are collected and analyzed, draw up programs (such as: to choose a good service attitude, the number of employees

5、, as the service star, give the reward. Other employees to motivate lead other staff awareness of service). In the event after the completion of the next month in October 1st, complaints statistics do again in September, 9 complaints 1. High quality service week successfully improves the quality of

6、service, reduce complaints and solve. And we decided at the beginning of each month, a week of satisfaction survey. 1.1.1 The importance of customer satisfaction We can from the following data we can see the importance of research on customer satisfaction: on average, an enterprise cannot hear it 96

7、% of dissatisfied customers voice; each received a complaint, means that there are actually 26 customers have the same sound; on average, a man with a problem tell the 9 or 10 people, 13% people will tell more than 20 people who complain of being resolved satisfactorily; the average customer would t

8、hey have been treated to tell 5 people; customer complaint than complaining customers are more likely to stay with your service, if fully solve it is 54% to 70% if the rapid processing, it can reach 95%. These figures illustrate, customer dissatisfaction often do not take the initiative to enterpris

9、e complain, so enterprises need through various means to understand customer satisfaction. Customer complaints if not well done quickly, will spread from mouth to mouth. This not only lose the original customer, will lose the potential consumers, eventually led to the customers total loss, the direc

10、t economic benefit is damaged. If there are customers competitors use dissatisfaction, and improve their customer satisfaction, the consequences be unbearable to contemplate. 1.1.2. Study on the current situation of Chinese scholars on customer satisfaction Research on the customer satisfaction in C

11、hina since 1997. In 2001, the first published about satisfaction of articles, accommodation and catering. 14 industries gradually to the development of animal husbandry and fishery, manufacturing, residential service etc. And now gradually penetrated into all fields of industry, postal services, ban

12、king, transportation. Information media increasingly associated with human life. Because our country starts late, so, various evaluation models are based on the research of foreign scholars. 2. The object of study 2.1 Definition 2.1.1 The concept of service From the nineteen sixties to 80 years, peo

13、ple had to service a lot definition, and the definitions are limited to the service industry, it is not perfect. 90, School of economics and management, Kristin of Finland? Gringos service such a definition: it is composed of a series of more or less is intangible activities. Now people define it si

14、mple, from the narrow sense, the service is action, process and performance. Broadly speaking, the service includes all output of all economic activities for non tangible products, usually is consumed in the production, and convenient, time-saving, pleasant, comfortable and healthy form provide adde

15、d value. How important services for shaping the corporate image, quality service have already become a sword of best management companies, are the key factors of corporate reputation and reliable security. 2.1.2 Customer satisfaction Customer satisfaction is a kind of mental activity, is a kind of f

16、eeling of customer needs are satisfied. Philip Kilter stressed: the whole management activities to customer satisfaction as a pointer. Satisfaction refers to a product or services perceived performance and he expected value as the result of comparison by a personal feeling. And the customer to buy t

17、he products, compare their satisfaction depends on the actual performance and customer expectations, satisfaction level can be the difference between perceived performance and expectation value of the function, can be expressed as: the level of customer satisfaction (CS) = perception of the actual p

18、erformance of customer desired performance. If CS is zero, the perception of the actual performance and match the expectations, performance is satisfied; if CS beyond customer expectations, i.e. CS is positive, very satisfied customers will; if the actual performance perceived below expectations, th

19、e customer will be not satisfied. 2.1.3 Determinants of customer satisfaction Because the customer satisfaction is a kind of customer perceived subjective experience, thus affected by objective and subjective two aspects. The objective factors include mainly relates to the product price and quality,

20、 the objective environment factors in the service process and the service quality level. The subjective factors include subjective response to the customers own, such as consumer sentiment, the service attribution and the fairness perception. The factors influencing customer satisfaction mainly incl

21、ude the following aspects: a. Product factor The product is the customers really buy the basic services or benefits, especially the core products, the company provide customers with the most basic things. In the competitive market, the company of all business activities to meet customer needs as the

22、 starting point, do not do this, the customer is never satisfied. But with the development of technology and other aspects of the core product, competing companies provide basically the same, especially in certain industries, product quality standards have been raised to a very high level, excellent

23、 quality has become commonplace. Core products quality is the foundation of success; it represents the basic condition to enter the market. b. Service factors Constantly improve the service system, maximize the customer feel at ease and convenience. Peripheral and supportive services to provide help

24、 to the core product, these services include: practicality and convenience, business hours, the hotline. Of course, other factors in the marketing mix, such as price, distribution, promotion should also be included in the supporting system. Therefore, here the company should seriously consider the a

25、vailable to other components of customer: for what price, what kind of price? Ready to use the media to attract target customers etc. The company provides and distribution and information support and ancillary services, and gradually put their differences and competitors apart, and add value to the

26、customer, so that between them and the customer transaction become more convenient, more customer value, customer satisfaction will increase. c. Customer culture factors of enterprises A customer culture factor of enterprises is a kind of spiritual in-depth consideration. The company must consider t

27、he sometimes subtle information transfer to the customer, fundamentally speaking, this means that the company makes customers feel how; loyal customers can feel the emotional connection between them and the company. Therefore, we should strengthen the construction of enterprise employees and the ent

28、erprise image, to build a good feeling to the customers customer culture environment to look forward to. On the one hand, consumers to buy the product contains the enterprise must be good customer service; these factors should be expressed by the behavior of employees. On the other hand, to establis

29、h a good corporate image, not only to raise consumer awareness of enterprises, more important is to let consumers have the goodwill and trust to the enterprise, only in this way can we truly have the purchase behavior. 3. The current situation of the development of service industry 3.1 The overall d

30、evelopment of the service industry lag Measure of service industry development index two, one is the static index is the service industry accounted for the proportion of GDP, is a reflection of the status of service industry in the national economy; another is the dynamic index is the service indust

31、ry added value growth rate, is the reflection of the development of the service industry. Since 2000, Chinas service industry accounted for the proportion of GDP always fluctuate in the narrow range of 32.5%-37.5%, the annual, quarterly growth rate is also lower than the same period in GDP and secon

32、d industry growth rate, at low levels of development appeared to remain stagnant signs. 3.2 There is a big gap between supply and demand Since 2000, the service industry on the one hand in the speed of development lags behind other areas of the economy, on the other hand, prices have continued to in

33、crease, prices were noticeably higher than that of industrial and agricultural products. Even in 1998, insufficient domestic demand, deflation, prices in the service sector will maintain a rising trend year by year. In 2000, for example, index of Chinas retail price of 1.5 percentage points lower than the previous y