史威格公司客户服务策略研究

发布时间：2018-10-25 16:34

【摘要】：近十年来，随着中国国内医院的现代化建设不断深入，越来越多的医院开始引进自动化物流传输系统。自动化物流传输系统因为可以大大提高医院内部物流效率，节约人力，减少传输差错而受到广泛欢迎。中国内地已经成为众多自动化物流系统品牌当前最为关注的新兴市场。随着自动化物流传输系统市场日趋成熟，更多的客户的关注焦点从物流自动化系统的硬件本身转向了客户服务。能否向用户提供满意的客户服务成为客户选择品牌的重要标准之一。史威格是一家专门提供医院物流自动化产品和解决方案的外资公司。作为最早进入中国市场和在国内建立独资子公司的海外物流自动化系统品牌，史威格凭借先进的技术和优秀产品质量，成为国内物流自动化产品销售量和市场占有率第一的品牌。然而优异的销售成绩背后，是日益凸显的一系列客户服务问题：客户满意度不高，产品使用率低下，客户服务部门的盈利能力差等。客户服务问题已经开始影响史威格在中国的品牌影响力和产品口碑。史威格急需要发展一套新的客户服务发展策略，，纠正目前存在的问题，改善服务现状。本文从感知服务质量理论，服务质量差距模型和服务利润链理论为基础，围绕客户、代理商和史威格三个方面对史威格目前在客户服务上存在的问题和原因进行分析和研究，发现服务质量低下是史威格当前急需解决的核心问题，提出了内部服务质量改进策略和外部服务质量改进策略，制定以提高内部服务质量和管理外部客户期望为主，支持配套方案为辅的实施方案。本文认为，服务质量低下是导致了客户不满意的核心原因。提高内部服务质量，实现员工满意，可以显著提高整体服务质量。此外，重视客户期望对服务质量的影响，管理好客户期望对提高服务质量同样重要。
[Abstract]:In the past ten years, with the deepening of the modernization of Chinese hospitals, more and more hospitals began to introduce automated logistics transmission systems. Automated logistics transmission system is widely welcomed because it can greatly improve the efficiency of internal logistics, save manpower and reduce transmission errors. The mainland of China has become the most important emerging market for many brands of automated logistics systems. As the market of automated logistics transmission system becomes more mature, more and more customers' focus of attention has shifted from the hardware of logistics automation system to customer service. Whether the customer can provide satisfactory customer service has become one of the important criteria for the customer to choose the brand. Swagger is a foreign company specializing in providing hospital logistics automation products and solutions. As the first overseas logistics automation system brand to enter the Chinese market and establish a wholly owned subsidiary in China, Swagger relies on advanced technology and excellent product quality. Become the domestic logistics automation product sales volume and market share of the first brand. However, the outstanding sales results are increasingly prominent series of customer service problems: low customer satisfaction, low product utilization rate, poor profitability of customer service departments, and so on. Customer service issues have begun to affect the brand influence and product reputation in China. Swagger urgently needs to develop a new customer service development strategy to correct existing problems and improve service status. On the basis of perceived service quality theory, service quality gap model and service profit chain theory, this paper analyzes and studies the problems and causes of Schweig's customer service from three aspects: customer, agent and Swagger. It is found that the low service quality is the core problem that Schweig urgently needs to solve at present. This paper puts forward the internal service quality improvement strategy and the external service quality improvement strategy to improve the internal service quality and the management external customer expectation. Support the implementation of supporting programs. This paper believes that the low quality of service is the core cause of customer dissatisfaction. Improve internal service quality, achieve employee satisfaction, can significantly improve the overall service quality. In addition, it is also important to pay attention to the influence of customer expectation on service quality, and to manage customer expectation well to improve service quality.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F253.9

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