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内蒙古科技大学
本科生毕业设计说明书（毕业论文）
题 目：中国人保包头市分公司
顾客满意度实证分析
学生姓名：李 磊 学 号：0976801410 专 业：工商管理 班 级：工商2009-4班 指导教师：李春丽
内蒙古科技大学毕业设计说明书（毕业论文）
摘 要
在激烈的市场竞争中，如何赢得顾客战胜竞争对手，答案就是在满足顾客需要的同时，更要做好顾客满意方面的工作。那就意味着企业的整个经营活动要以满意度为指针，要从顾客的角度、用顾客的观点而不是企业自身的利益和观点来分析考虑顾客的需求，尽可能全面尊重和维护顾客的利益。所以，激烈的竞争环境迫切要求企业的经营理念不断更新，要将企业管理的中心逐步转向以顾客或顾客满意为中心，最大限度地提高顾客满意度。
本论文是建立在以美国顾客满意度测评指数模型的基础上，并结合中国人保包头分公司的实际情况，建立适合公司的顾客满意度模型以及指标体系，并开展问卷调查。通过对问卷调查得到的数据进行分析整理，借助层次分析法对已建立的指标体系进行权重的确定以及求得各级指标的顾客满意度得分，此外，又借助因子分析的方法，找出了影响顾客满意度的关键因素。可以说，本论文的思路是借助两种分析方法，从两种不同的角度对公司目前的顾客满意度进行分析，找出最终造成公司顾客满意度低的影响因素，并针对这些影响因素提出改进方法和策略，从而提高公司的顾客满意度。
关键词：顾客满意度 满意度模型 分析 改进
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内蒙古科技大学毕业设计说明书（毕业论文）
Chinese insurance Baotou branchAnalysis of customer satisfaction
Abstract
In the fierce market competition, how to win customer to defeat the competitor, the answer is to meet the needs of customers at the same time, but also to make customer satisfaction work. That means the whole enterprise business activities to the satisfaction of the pointer, to be from the customer's point of view, with the customer's point of view rather than their own interests and perspectives to analyze and consider the needs of customers, as far as possible to fully respect and safeguard the interests of customers. So, the fierce competition environment require business ideas constantly updated, to be the center of enterprise management has gradually shifted to the customer or the customer satisfaction as the center, to maximize customer satisfaction.
This paper is based on the American customer satisfaction index model, combined with the actual situation of Chinese insurance Baotou branch, establish the customer satisfaction model and the index system of the company, and carry out questionnaire. By analyzing and sorting the questionnaire data, using AHP to the index system has been established for determination of weights and the score obtained, customer satisfaction indexes in addition, by using the factor analysis method, find out the key factors of customer satisfaction. Can say, the way of thinking of this thesis is the use of the two methods of analysis, analysis of the company's current customer satisfaction from two different angles, to find out in the end effect, low customer satisfaction, and puts forward improving methods and strategies aiming at these factors, so as to improve the company's customer satisfaction.
Key words: Customer Satisfaction; The Satisfaction Model; Analysis; Improvement
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内蒙古科技大学毕业设计说明书（毕业论文）
目 录
摘 要 .............................................................................................................................................................. I Abstract .......................................................................................................................................................... II 1 绪 论 ........................................................................................................................................................... 1
1.1 研究背景 ......................................................................................................................................... 1 1.2 研究意义 ......................................................................................................................................... 2
1.2.1 理论意义 ............................................................................................................................. 2 1.2.2 现实意义 ............................................................................................................................. 3 1.3 研究思路与方法 ............................................................................................................................. 3
1.3.1 研究思路 ............................................................................................................................. 3 1.3.2 研究方法 ............................................................................................................................. 4 1.4论文结构 .......................................................................................................................................... 5 2 文献综述 ..................................................................................................................................................... 6
2.1 国外顾客满意度研究现状............................................................................................................... 6 2.2 国内顾客满意度研究现状............................................................................................................... 6 3 构建中国人保顾客满意度测评指标体系 ................................................................................................. 8
3.1 公司介绍 ......................................................................................................................................... 8 3.2 中国人保顾客满意度测评模型的建立 ......................................................................................... 8
3.2.1 顾客满意度测评理论模型 ................................................................................................. 8 3.2.2 中国人保顾客满意度测评模型 ......................................................................................... 9 3.3层次分析法在构建测评指标体系中的应用................................................................................. 10
3.3.1 顾客满意度测评指标体系建立 ......................................................................................... 10 3.3.2 建立判断矩阵 ...................................................................................................................... 12 3.3.3指标权重计算及权重分析.................................................................................................. 14
4 实证分析 ................................................................................................................................................... 20
4.1 问卷设计 ..................................................................................................................................... 20
4.1.1 问卷的基本情况 ............................................................................................................... 20 4.1.2 量表的选择 ....................................................................................................................... 20 4.1. 3 问卷调查对象及样本大小 .............................................................................................. 20 4.2 数据分析 ....................................................................................................................................... 21
4.2.1 效度和信度检验 ............................................................................................................... 21 4.2.2 描述性统计分析 ............................................................................................................... 24
4.2.2.1基本信息统计分析 ............................................................................................. 24
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