艺术品拍卖行业委托方客户满意度研究

Research on Customer Satisfaction of Client in Art Auction Industry

近二十年来,随着中国综合实力的增强,国民经济的持续增长,艺术品拍卖市场正走向繁荣,艺术品收藏正引起广泛的关注。与此同时,中国艺术品拍卖市场也存在许多问题和不足,亟待解决。本文以艺术品拍卖行业的委托方客户为研究对象,以线上调查、线下调查、线下访谈为主要研究方法,选取ACSI(顾客满意度指数模型)为理论模型,收集了来自全国各地不同行业、不同年龄段客户的调查数据,从而分析艺术品拍卖行业的客户满意度情况,研究客户对拍卖公司产生不满的主要原因。结论显示,超过一半的客户对目前拍卖企业的正规性、服务态度、成交率等方面存在不满,但不同客户群体对拍卖公司的体验和评价也存在差异,除了外围法制建设的不足和拍卖企业存在的乱象,客户自身的不健康心态是导致失败的主要原因。针对研究结论,本文提出了促进艺术品拍卖行业健康繁荣发展的相关建议。

In the past two decades, with the enhancement of China’s comprehensive strength and the continuous growth of the national economy, the art auction market is becoming prosperous, and the art collection is attracting extensive attention. At the same time, there are many problems and shortages in the Chinese art auction market. Based on artwork auction industry to the customer as the research object, to survey of online and offline, offline interview as the main research methods, selection of ACSI(customer satisfaction index model) as the theoretical model, a collection of different industries, different age groups from all over the country the survey data of customers, to analyze the status of artwork auction industry customer satisfaction, the customer the main reason for the dissatisfaction on auction company. Conclusion shows that more than half of all customers for the normality of auction enterprises, service attitude, closing the dissatisfaction, but different customer group experience and evaluation to the auction company is different, the lack of legal system construction in addition to the periphery and auction enterprises exist, the customer’s own unhealthy mentality is the main reason for the failure. According to the research conclusion, this paper puts forward some Suggestions to promote the healthy and prosperous development of art auction industry.