当前烟草行业的客户服务工作研究，理论的支撑点是客户满意度的提升和评价。但
这种服务的提供，往往忽视对于零售客户的服务需求的把握，这就导致提供的服务满足
不了客户需求，不需要的服务却强加于零售客户，最终形成越服务越评价低的怪圈。甚
至形成了不去服务却得到较高的满意度的悖论，这与目前行业提出的改进服务质量，把
客户服务作为烟草商业企业命脉的策略形成较大的背离。那么，有必要回到最初的问题：
即客户到底需要怎样的服务，以及烟草商业企业能够如何提供与之匹配的服务，从而解
决服务需求者和服务提供者之间的信息不对称性问题，真正有效的提升服务质量和服务
水平
本文主要通过分析博州烟草在客户服务工作中的问题和不足，在客户需求收集的基
础上，以对客户需求细分为主要手段，将客户需求和服务内容做相对应的匹配，提出了
相适应的服务策略和服务方式，并就服务的效果实施有效的评价，形成一个有效的服务
闭环，从而为博州烟草提升客户服务工作改进提供了解决思路和方法
关键词：博州烟草公司 卷烟零售客户 客户需求 客户服务II
Abstract
Customer service refers to additional services provided to promote product sales and
increase product sales. Improve customer satisfaction is the purpose of customer service, the
maximum to meet customer demand, production for customers and provide more high quality,
rich service content, enables the customer to get the best service. Tobacco commercial
enterprise customer service work, is through the provided services, to enhance customer
satisfaction and loyalty, thus ensuring the tobacco commercial enterprise and the whole
industry healthy and stable development.
The current research on customer service in the tobacco industry, the theoretical support
point is the promotion and evaluation of customer satisfaction. But this kind of service
provision, often ignore the assurance of the service demand for retail customers, this leads to
provide the service to meet the needs of customers, but don&39;t need the service on retail
customers, eventually forming the service the evaluation of low cycle. Formed even not to
have higher satisfaction of service paradox, this with the current industry put forward the
improvement of service quality, the customer service as the tobacco commercial enterprise
lifeblood strategy to form a larger deviation. So, it is necessary to return to the initial question:
namely what service customers really need, and how the tobacco commercial enterprise can
provide matching services.
In this paper, by analyzing the BoZhou problems and the insufficiency of tobacco in the
customer service work, on the basis of customer requirements gathering, subdivision of
customer demand as the main means, to the customer demand and service content to do the
corresponding matching, puts forward the appropriate to the service strategy and service mode,
and the service to implement effective evaluation, forming an effective service closed loop, to
BoZhou tobacco promoted the improvement of customer service provided ideas and methods.
Keywords: Bozhou tobacco company Cigarette retail customers The needs of customers
Customer serviceIII
目 录
1 绪论......... 1
1.1 研究的背景和问题提出 ...... 1
1.2 研究目的和意义...... 3
1.3 文献综述...... 3
1.3.1 国外文献综述.......... 3
1.3.2 国内文献综述.......... 4
1.3.3 文献评述...... 5
1.4 研究思路和方法...... 6
1.4.1 研究内容及框架 ..... 6
1.4.2 研究方法..... 6
1.5 创新点与不足........... 7
1.5.1 可能的创新点.......... 7
1.5.2 不足之处..... 7
2 相关理论. 8
2.1 客户需求理论.......... 8
2.1.1 客户的概念.. 8
2.1.2 客户需求概念.......... 8
2.1.3 客户需求类型.......... 9
2.1.4 客户需求变化特点 .. 9
2.2 客户服务理论........ 10
2.2.1 客户服务的概念 .... 10
2.2.2 客户服务和客户满意的关系 ........ 11
2.3 服务质量理论........ 12
2.3.1 服务质量的概念 .... 12
2.3.2 服务质量的模型 .... 13
2.3.3 服务质量和客户满意的关系 ........ 14
3 博州烟草公司客户服务现状及问题分析 ....... 15
3.1 博州烟草公司概况. 15
3.2 博州烟草公司组织结构 ..... 15
3.3 博州烟草客户服务职能概述 ......... 16
3.3.1 客户经理业务及资源配置17
3.3.2 客户经理服务职责18
3.4 博州烟草运行情况. 19
3.4.1 市场运行情况........ 19
3.4.2 经济运行情况........ 20
3.5 博州客户服务存在问题和不足 .... 21
3.5.1 博州烟草层面的问题与不足 ........ 21
3.5.2 营销人员层面的问题和不足 ........
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