快递公司顾客满意度影响因素的层次分析——以广东外语外贸大学南校区为例

AHP Research on Factors Influencing Customer Satisfaction of Express Companies —Based on the Sample of South Campus of Guangdong University of Foreign Studies

本文选取了大学城内提供快递服务的四家快递公司顺丰快递、韵达快递、圆通快递以及EMS作为研究对象对影响四家公司顾客满意度的因素及其权重进行研究和调查,运用层次分析法对大学城内的问卷样本进行数据分析。样本分析通过构建满意度评价体系进行,准则层中分为五个影响因素,子准则层下又包含十个影响因素。调查分析结果表明:价格水平对满意度的影响并不是首要因素,运输速度、物件运输途中是否丢失和投递覆盖范围所占权重达到十个指标因素之中的前三。同时顾客对各指标因素的期望值与指标因素的实际表现之间存在一定的差异。因而能够得出的结论是在重视价格因素这种影响顾客满意度的传统指标之外,类似运输速度等以上三个影响占比较大、与快递服务质量相关的指标也应当成为企业提升顾客满意度、增强竞争力所要优先关注的。最后,综合文中的调查数据与分析来看,时刻关注顾客需求的变化,缩小顾客期望值与公司相关指标因素实际表现之间的差距应当成为快递公司目前最首要的任务。

In this paper, four express companies providing express services in the university town, SF express, YUNDA express, YTO express and EMS, were selected as the research objects to study and investigate the factors that affect customer satisfaction of the four companies and their weights, and the questionnaire samples in the university town were analyzed with analytic hierarchy process. The samples were analyzed through building a satisfaction assessing system of three levels with five indicators on the criterion layer and ten indicators on the sub-criterion layer. The results show that the influence of price level on satisfaction is not the primary factor, and the weight of transportation speed, loss of goods in transit and delivery coverage reaches the first three of the ten index factors. At the same time, there is a certain gap between the customer's expectation of each indicator factor and the actual performance of these factors. Therefore, it can be concluded that in addition to focusing on the traditional indexes such as price that affects customer satisfaction, the three indexes above, such as transportation speed, which account for a large proportion and are related to the quality of express service, should also be given priority attention by enterprises when they are trying to improve customer satisfaction and enhance competitiveness. Finally, based on the survey data and analysis in this paper, paying more attention to the change of customer demand as well as narrowing the gap between customer expectation and the actual performance of relevant indicators and factors will become the first task of the express companies.