百货类商场客户服务管理研究-以徐州某购物中心为例.pdfVIP

中国科技论文在线 百货类商场客户服务管理研究-以徐州某购 物中心为例 张晓慧* （中国矿业大学管理学院，江苏 徐州 221008） 摘要：随着市场竞争的日益激烈，客户服务对企业发展的作用日益重要，并且从根本上影响 企业在行业中的竞争力。本文以徐州某购物中心其为例，依据实地调查收集到的有效问卷， 运用 SPSS 统计软件，对样本数据进行了因子分析和聚类分析，抽出了可导致顾客满意的三 个因子，并以此把调查样本分类。影响顾客满意的三个关键因子为服务感知质量、产品形象 和服务处理。结果显示三个因子相互作用，相互影响，共同正向影响总体顾客满意度。聚类 分析中，把顾客分为5类，分析了每类顾客的特征及顾客满意度的影响因素，本文最后，对 其客户服务管理提出了四方面的建议：客户细分、客户关系维护、培养优秀服务人员和服务 为补救。 关键词：客户服务；因子分析；聚类分析 中图分类号：F713 Department Stores Shopping Centre Customer Service Management categorytake a shopping center in Xuzhou as an example Zhang Xiaohui (China University of Mining and Technology,school of management,JiangSu XuZhou 221008) Abstract: With the increasingly fierce market competition, customer services are increasingly important role in enterprise development, and fundamentally affect the companys competitiveness in the industry. In this paper, take a shopping center in Xuzhou as example, based on field survey collected questionnaires, using SPSS statistical software, sample data, the factor analysis and cluster analysis, out of a can lead to customer satisfaction of the three factors, and thus the sample classification. Affect customer satisfaction for the services of three key factors perceived quality, product image and service processing. The results showed that three factors influence each other, the common positive influence on overall customer satisfaction. Clustering analysis, the customers are divided into five categories, analyzes the characteristics of each type of customer and customer satisfaction factors, this article, and give this shopping center four suggestions on customer