在经济高速发展的背景下，我国润滑油市场规模不断扩大。但随着我国经济发展进 入新常态，宏观经济增速下降，与润滑油产业相关度高的核心产业萎缩，产业整合淘汰 落后产能，高档产品普及带来的换油期延长，润滑油市场整体增长也在逐渐放缓。中国 润滑油市场虽大，但竞争者众多，市场上品牌杂乱，良莠不齐。在这样的背景下，企业 会以提高客户满意度为目标，培养客户对企业的忠诚度来抢夺更多的市场份额。A公司 作为典型的外资企业，全球专业润滑油公司之一，意识到客户期望值是在不断提升的， 必须不断推陈出新，提供更好服务，才能增强企业核心竞争力，以满足企业业务高质量 地持续增长。 本文以提高客户满意度为出发点，对A公司现有的客户投诉案件进行分析归类，运 用文献分析法和实地调研法，制定了影响客户满意度的相关指标，通过调查问卷收集， 对A公司内在的问题进行更深入分析。根据四分图分布，找到需要改进的有：产品质量、 产品交期、物流服务、反馈处理、产品价格、服务态度等方面。对存在的问题提出具有 针对性的优化策略。通过改善流程，增强培训以提升素质等方面改变公司内的运营来达 到提升客户满意度目的。 文中以“以客户为中心”的管理理念贯通始终，通过应用相关理论，并结合当前工 作实践，优化整合出适合A公司的客户服务管理体系。为改进客户服务提供切实可行的 建议，也为同类企业在客户服务管理方面提供了一些参考。 关键词：客户满意度；流程优化；客户服务 II Abstract Under the background of rapid economic development, China's lubricating oil market is expanding. However, with China's economic to be normal, the macroeconomic growth rate has declined, the core industry with high correlation with the lubricant industry has shrunk, the industrial integration has eliminated backward production capacity, the oil exchange period brought about by the popularization of high-grade products has prolonged, and the overall growth of the lubricant market is also slowing down gradually. Although China's lubricating oil market is large, there are many competitors, and the brands in the market are chaotic. In this context, it will aim to improve customer satisfaction, cultivate customer loyalty to grab more market share. As a typical foreign-funded enterprise and one of the global professional lubricant companies, company A realizes that customer expectations are constantly rising, it must constantly bring forth new ideas and provide better services to enhance the core competitiveness of enterprises and meet the continuous growth of high-quality business. Starting from improving customer satisfaction, this paper classifies and analyses the existing customer complaints of Company A. It formulates relevant indicators affecting customer satisfaction by using literature analysis and field research. Through questionnaire collection, it makes a more in-depth analysis of the internal problems of Company A. According to the distribution of the quarter plot, we find that there are many aspects to be improved, such as product quality, product delivery, logistics service, feedback processing, product price, service attitude and so on. To solve the existing problems, we put forward targeted optimization strategies. Through improving the process, enhancing training to improve quality and other aspects of the company's operation to achieve the purpose of improving customer satisfaction. With the concept of "customer centered" as the core, the paper applies the relevant theories to the current work practice, and to suitable for A company's long-term healthy development, It can optimize and integrate the after-sales service management system. It also can provide practical suggestions for A management to improve after-sales service, and give other similar enterprises at home and abroad. It provide some reference opinions in the management of after-sale service. Key word: customer satisfaction; process optimization; customer service III 目 录 摘要 ......................................................................................................................................... I Abstract .................................................................................................................................... II 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及研究意义 ..................................................................................................... 1 1.1.1 研究背景 .................................................................................................................. 1 1.1.2 研究意义 .................................................................................................................. 2 1.2 文献综述 ......................................................................................................................... 3 1.2.1 国外文献综述 .......................................................................................................... 3 1.2.2 国内文献综述 .......................................................................................................... 3 1.3 研究目的与内容 ............................................................................................................. 4 1.3.1 研究目的 .................................................................................................................. 4 1.3.2 研究内容 .................................................................................................................. 5 1.4 研究方法与框架 ............................................................................................................. 5 1.4.1 研究方法 .................................................................................................................. 5 1.4.2 研究框架 .................................................................................................................. 5 第二章 A公司车用润滑油客户满意度现状与问题 .............................................................. 7 2.1 A公司概况 ...................................................................................................................... 7 2.1.1 主要产品及应用介绍 .............................................................................................. 7 2.1.2 主要客户和客户特点 .............................................................................................. 8 2.2 A公司车用润滑油客户满意度管理现状 ...................................................................... 9 2.3 A公司车用润滑油客户满意度存在的问题 ................................................................ 10 2.3.1 价格问题引起的客户忠诚度下降 ........................................................................ 10 2.3.2 投诉案件增多 ........................................................................................................ 11 2.3.3 A公司400热线电话接通困难 ............................................................................. 13 2.4 本章小结 ....................................................................................................................... 13 第三章 A公司车用润滑油客户满意度调查与分析 ............................................................ 14 3.1 测量指标与调查问卷设计 ........................................................................................... 14 3.1.1 客户满意度测量指标设计原则 ............................................................................ 14 IV 3.1.2 客户满意度测量指标的构建 ................................................................................ 14 3.1.3 调查问卷设计 ........................................................................................................ 16 3.2 调查实施与分析 ........................................................................................................... 17 3.2.1 确定调查对象 ........................................................................................................ 17 3.2.2调查数据分析 ......................................................................................................... 17 3.3 原因分析 ..............................................................................................