关于顾客不满意调研的思考

Thoughts on Investigation of Customer Dissatisfaction

现代市场营销理论的发展与优秀企业的营销管理实践表明,顾客不满是一种有效的机制,悉心听取并妥善处理顾客不满是提升服务品质和改善顾客关系的有效途径。然而,顾客满意度测评和顾客抱怨管理在获取顾客不满意信息方面都存在很大局限性。结合服务营销的特殊性探讨了顾客不满意调研的几个相关问题。

Both of the development of modern marketing theories and excellent enterprises ＇ practices on marketing managemerit has shown that customer dissatisfaction is an effective mechanism. It＇ s an effective way to improve service quality and the relationship with customers to listen carefully to and properly handle with customer dissatisfaction. However, meas- uring customer satisfaction and analyziug customer complaint are both quite limited in acquiring the inforation on customer dissatisfaction. This paper, by integrating the particularity of service marketing, discusses several issues about the investi- gation of customer dissatisfaction.