摘要
顾客满意度分析是商业CRM(customerrelationshipmanagement,简称CRM)的重要内容,它不仅反映了商业企业实力与效益,而且反映了商业企业经营管理的本质和服务的核心。本文以商业CRM中的顾客满意度为研究对象,提出了最佳成本条件下的顾客满意度分析与评价体系,包括顾客满意度的描述与评价、质量成本的构成要素、基于质量成本的顾客满意度优化模型等,并结合零售商业企业的实际运行数据对顾客满意度优化模型进行了实证分析。
Customer satisfaction analysis is an important part of business customer relationship management (CRM). It not only reflects the strength and benefit of an enterprise but also reflects its management essence and core of service. Taking customer satisfaction in business CRM as the studying object, this paper proposes the customer satisfaction analysis and evaluation system under the condition of opitmal cost, which includes description and evaluation of customer satisfaction, constitutive elements of quality cost and optimized customer satisfaction model based on quality cost. It also makes an empirical analysis of this model by using the real data in retail enterprise.
出处
《商业经济与管理》
CSSCI
北大核心
2005年第6期25-27,36,共4页
Journal of Business Economics
关键词
商业CRM
顾客满意度
模型
business CRM, customer satisfaction, model
