教育培训欧亿·体育（中国）有限公司是 21 世纪的朝阳产业，社会就业压力不断加大，终身学习的理念逐 渐深入人心，针对就业困难，想要转行的客户，职业技能类培训机构将课程学习与实训 操作互相结合，提高了客户实际操作能力。此类培训机构更注重客户的就业，市场需求 日益增加，更多的投资者把目光聚集到了这个板块，中小型培训机构呈几何倍数增长， 客户需求的范围越来越广，欧亿·体育（中国）有限公司竞争愈发激烈，公司想要占领更多的市场份额，就要把 提升客户满意度作为一项长期发展的重要战略。 本文以 H 教育公司为研究对象，在介绍公司基本情况的基础上，运用访谈法对 H 教育公司接受一对一培训项目的客户进行满意度调研，并对现状进行总结。通过问卷调 研的方式，从“培训品牌与环境设施”、“员工的专业性”、“培训效果”和“后续服 务”四个方面对客户进行深入研究。通过数据分析，最终得出 H 教育公司客户满意度存 在的问题及成因，并针对问题提出客户满意度提升策略。H 教育公司一对一培训项目客 户综合满意度为 3.85，介于 3 分（一般）到 4 分（满意）之间，说明 H 教育公司在提升 客户满意度上还存在很多需要改进的地方。根据公司实际情况，提出的客户满意度提升 策略为：改善环境设施、提升员工专业性、进一步加强培训效果、提升后续服务品质。 本研究不但可以帮助 H 教育公司对客户满意度的情况有更深入地了解，还可以基于 客户角度对提升客户满意度给予一定的建议和对策，对公司的管理和发展具有一定的意 义，对同欧亿·体育（中国）有限公司其他培训机构的客户满意度提升研究也有实际参考价值。 关键词：客户满意度，感知质量，客户需求，员工责任心III ABSTRACT The education and training business is the promising industry in the 21 st century. The understanding of lifelong learning is becoming more and more popularity due to the increase of the pressure of social employment. Professional skill training institutions combine both theoretical knowledge and practice operation, so to improve the practical operation ability in the work, esp. to those who want to change their jobs but with strong challenges. And such kind of training organizations do care about the success rate of employment. With the increase of market demands, more investors are paying more attention and beginning to focus on this business. Therefore we can see geometric multiple growth of the number of small and Medium-sized training institutions in the market. At the same time, with the increase of the various demands, the competition is getting more keen. And how to enhance customer satisfaction is becoming a critical strategy for long-term development plan of any company who wants to gain more market share. This report will take Company H as a case study. It will introduce the basic background information of the company and make conclusion on the findings of satisfaction research via 1-on-1 interviews to those target training customers. The questionnaire covered 4 aspects, i.e. ‘Branding and facilities’, ‘Professionalism’, ‘Training effect’ and ‘follow-up service’, so to have deep understanding of target customers. We finally get the issues in customer satisfaction and reasons behind with the help of data analysis, and come up with the solutions to further improve the satisfaction level accordingly. Overall the customer satisfaction score is 3.85, just between point 3 (neither satisfied nor dissatisfied) and point 4 (satisfied), which means there are still many things to be done to further improve this performance. According to actual situation of the company, listed strategies are proposed, i.e. improving environment and facility, enhancing staff professionalism, reinforcing training effect and promoting the quality of follow-up service. This study can not only help Company H to have better understanding on its customer satisfaction so to come up with some advice and solutions from the customer point of view to further improve the satisfaction level which is meaningful to this company management and future development but alsoIV provide certain reference value to other competitors in the same business. KEY WORDS:customer satisfaction, perceived quality, demands, employee responsibilityV 目 录 摘要...................................................................................................................................I ABSTRACT ..................................................................................................................... III 1 绪 论.............................................................................................................................. 1 1.1 研究背景与意义...................................................................................................... 1 1.1.1 研究背景........................................................................................................... 1 1.1.2 研究意义........................................................................................................... 2 1.2 国内外文献综述...................................................................................................... 3 1.2.1 国外的研究....................................................................................................... 3 1.2.2 国内的研究....................................................................................................... 4 1.2.3 国内外研究述评............................................................................................... 5 1.3 研究内容与方法...................................................................................................... 6 1.3.1 研究内容........................................................................................................... 6 1.3.2 研究方法........................................................................................................... 7 1.4 研究思路.................................................................................................................. 7 1.5 创新之处.................................................................................................................. 8 2 相关概念与理论基础.................................................................................................. 11 2.1 客户满意度的概念................................................................................................ 11 2.2 客户关系管理的概念............................................................................................ 11 2.3 客户满意度相关理论............................................................................................ 12 2.3.14C 理论 ............................................................................................................ 12 2.3.2 客户满意度指数模型..................................................................................... 12 2.3.3 客户忠诚理论................................................................................................. 15 3 H 教育公司一对一培训项目客户满意度现状 ........................................................... 17 3.1 H 教育公司基本情况简介 .................................................................................... 17 3.1.1 公司简介......................................................................................................... 17 3.1.2 公司人力资源情况......................................................................................... 17VI 3.1.3 公司组织架构................................................................................................. 19 3.2 H 教育公司一对一培训项目客户管理现状 ........................................................ 20 3.2.1 H 教育公司客户关系管理对于提升客户满意度的意义 ............................. 20 3.2.2 H 教育公司客户关系管理的模式 ................................................................. 20 3.2.3 H 教育公司客户关系管理人员构成 ............................................................. 22 3.2.4 H 教育公司客户关系管理的配套设施 ......................................................... 23 3.3 H 教育公司一对一培训项目客户特点 ................................................................ 23 3.4 H 教育公司一对一培训项目客户满意度现状 .................................................... 24 3.4.1 针对客户满意度从工作人员的角度进行访谈............................................. 25 3.4.2 针对客户满意度从客户的角度进