在买方市场下,企业保持顾客的关键是赢得顾客满意。随着国内成品油市场的放开

和竞争加剧,国有石油公司要想在成品油销售市场赢得优势,就必须把成品油销售营销

工作的重点转移到以提高顾客满意度为中心的轨道上来。本文从顾客满意度的国内外研

究现状及基本理论出发,针对s公司经营特点以及顾客关系管理现状,以顾客感知质量

为核心,对影响S公司顾客满意度的各种因素及其相互关系进行了归类和系统分析,初

步提出并建立了s公司成品油销售顾客满意度评价指标体系;利用这个体系,通过随机

抽样的形式,从不同方面获得了顾客对S公司满意度的评价结果。这些结果对于找出S

公司顾客服务中的核心问题,发现最快捷、有效的解决顾客满意和企业盈利的矛盾,拓

展顾客群体、提高顾客忠诚度、稳定市场占有率的有效途径,都具有积极的意义。本论

文还通过引入顾客感知模型等顾客满意理论,以系统的观点对顾客满意度测评进行了较

为全面的研究,对顾客满意度的多个属性实现了有机的结合。

关键词:顾客满意度;指标体系;分析;构建

Abstract

Gaining customers' satisfaction is the key to keeping customers for enterprises under the condition of

buyer's market. With the liberalization and intensifying competition of the domestic oil products market,

the state-owned oil companies must shift the focus of the oil product marketing work to the improvement of

customer satisfaction, in order to gain advantages on the oil product sales market. Based on the basic theoiy

and the domestic and foreign research status of customer satisfaction, the influence factors for customer

satisfaction of company S and their interrelationships were systematically classified and analyzed with

customer perception quality as the core in the present study, according to its operation characteristic and

customer relationship management status. The evaluation index system of customer satisfaction in oil

product sales for company S has also been proposed. With this evaluation system, the results of customer

satisfaction for company S can be obtained from different aspects through the form of random sampling.

These results will be helpful to find out the key problem in customer service of company S and the most

efficient or effective solution for the contradiction between customer satisfaction and enterprise profit,

expand the customer groups, improve customer loyalty and sustain market share. Moreover, a

comprehensive study on customer satisfaction measurement has been systematically carried out by

introducing the customer perception model,and the combination of multiple attributes of customer

satisfaction has been realized.

Key words: Customer satisfaction; Index system; analysis; build