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ID:16415966
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时间:2018-08-09
《《服务营销》实验指导书》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、2004营销《服务营销》实验指导书实验一某服务行业的顾客满意度调查(4学时)一、实验目的及要求(一)实验目的(1)掌握服务业中顾客满意度的影响因素(2)掌握各种市场调研的方法(3)了解市场调研的内容(二)实验要求1.按“实验内容”完成实验的操作,并将相关数据记入实验报告;2.所有实验课程以小组为单位来进行,平均6人/组,组长负责小组成员的分工与管理,每个组员务必积极参与。3.实验完成后,以组为单位提交调查问卷和调查报告(调查问卷必须是中英文各提交一份)。问卷和报告采用电子文档和打印文档两种形式。4.IndividualAssignment:
2、每个同学撰写实习日志,包括对调研过程的描述。二、实验地点及设备实验采取“户外调查+实验室内收集资料”相结合的形式。实验地点:商学院实验机房+校外问卷调查实验设备:PC机及其局域网。三、实验内容及程序1.利用Internet检索有关服务行业的信息,决定要调研的服务企业,收集行业相关资料2.对该服务企业的营销环境进行调查分析3.针对这一行业的营销环境与服务特征,选取顾客满意度的指标体系4.设计顾客满意度调查问卷5.对顾客满意度进行调查分析6.撰写调研报告四、实验结果调查报告中要记录实验的有关数据以及企业背景情况,可以图片、文字等形式放在实验报告
3、中,同时加以必要的文字说明。调查报告要严格按照市场调查报告的内容与格式来进行。SupplementaryMaterialHerearethesamplesofthesurveyonCS.Trytodesignasurveyoncustomerservicesatisfactionforaservicecompany,suchasbank,mobilecompany,retailersorotherelse.CustomerServiceSatisfactionSurvey1.Inyourmostrecentcustomerserviceex
4、perience,howdidyoucontacttherepresentative? INPERSON BYTELEPHONE INTERNET THROUGHADEALER OTHER2.IfyoureceivedassistancethroughtheInternet...Sufficientinformationwasavailabletosolvemyproblem. STRONGLYAGREE SOMEWHATAGREE NEITHERAGREEORDISAGREE SOMEWHATDISAGREE STRONGLYDISAGR
5、EE3.Didourrepresentative...(Selectallthatapply) QUICKLYIDENTIFYTHEPROBLEM APPEARVERYKNOWLEDGEABLEANDCOMPETENT HELPYOUUNDERSTANDTHECAUSESANDSOLUTIONTOYOURPROBLEM HANDLEPROBLEMSWITHCOURTESYANDPROFESSIONALISM1.Abouthowlongdidyouhavetowaitbeforespeakingtoarepresentative? IWAST
6、AKENCAREOFIMMEDIATELY WITHIN3MINUTES 3-5MINUTES 5-10MINUTES MORETHAN10MINUTES2.Abouthowlongdidittaketogetthisproblemresolved? IMMEDIATERESOLUTION LESSTHANONEDAY BETWEENTWOANDTHREEDAYS BETWEENTHREEANDFIVEDAYS MORETHANONEWEEK THEPROBLEMISSTILLNOTRESOLVED3.Howmanytimesdidyouh
7、avetocontactcustomerservicebeforetheproblemwascorrected? ONCE TWICE THREETIMES MORETHANTHREETIMES THEPROBLEMISSTILLNOTRESOLVED4.Overall,howsatisfiedareyouwithyourcustomerserviceexperience? TOTALLY VERYSATISFIED SOMEWHATSATISFIED SOMEWHATDISSATISFIED VERYDISSATISFIED1.Ifyou
8、werelessthantotallysatisfied,whatcouldhavebeendonetoserveyoubetter?ServiceQualityEvaluati
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