烟草物流企业客户满意度实证研究

An Empirical Study about Customer Satisfaction of Tobacco Logistics Enterprises

根据客户满意度理论,结合烟草行业特点,构建烟草物流企业零售客户满意度指标体系,运用层次分析法建立零售客户满意度评价模型,通过问卷调查展开实证研究,结果表明:总体上零售客户对烟草物流企业提供的产品及服务满意度较高;在各分项指标方面的满意度存在差异,确实性、关怀性、响应性得分较高,有形性和可靠性得分偏低。最后,从提升人员素质和改善营销策略方面提出相应的对策建议。

According to the theories of customer satisfaction and the characteristics of tobacco enterprises, it describes an index system and uses a method called analytic hierarchy process to make model of customer satisfaction, and then it uses the questionnaires to conduct an empirical study. It turns out that： retail customers speak highly of the products and services of tobacco enterprises on the whole. there are differences for every item index. The index called assurance, empathy and responsiveness get the higher scores, and the index called tangibles and reliability get lower scores. Finally, it gives some advices about improving the quality of employees and changing the marketing strategy.