I 摘要 根据中国物业管理协会发布的《2018 年全国物业管理行业发展报告》 [1] 数据 显示，2017 年国内城镇化率为 58.52%，到 2020 年城镇化率将会达到 60%，届时 将会新增城镇人口 4000 万，新增住房面积 15 亿平方米；当前全国物业管理行业 总面积约为 246.65 亿平方米，复合增长率 12.01%，行业集中度处于较低水平。由 此可见，物业管理行业还有广阔的发展空间，但也存在着一些问题。 RH 物业管理有限公司作为 RH 集团的成员企业，伴随着集团的开发进度，RH 物业始终秉承集团的开发理念，坚持集团的服务宗旨，努力为客户创造良好的居 家生活环境。在机会与挑战并存的前提下，如何实现客户对美好生活的向往及其 满意度的提升，是 RH 物业从管理者到员工都在不断思考并尝试的动力。 本文通过对国内外物业公司关于满意度的研究，发现行业内大多数企业在进 行客户满意度调查时往往只是重视物业服务企业提供的基础服务，针对基础服务 的结果进行分析并提出相应的改进措施，而忽视了物业服务企业在开发建设、整 改装修和特约服务等阶段物业服务企业提供的相应服务。所以，在对客户关系管 理理论的应用研究以及借鉴行业的相关理论和实践经验的基础上，结合 RH 物业公 司 A 项目的自身发展和服务特色，首先，运用 SWOT 分析法对 RH 物业进行分析， 得出 RH 物业适合走特色化道路的发展战略；其次，结合特色化发展战略以及 A 项目的实际情况，来构建适合 A 项目的满意度测评体系；再次，对满意度调查结 果进行分析，查找开发建设阶段、整改装修阶段、基础服务的品质提升阶段以及 基于基础服务之上的特约服务阶段影响客户满意度的因素；最后，针对各个阶段 的情况采取针对性的改善措施，建立健全适合 A 项目的客户满意度提升策略。希 望本文的研究能为项目三期交付后的满意度提升打下理论基础和提供可操作的方 案，从而在整体上提升项目的满意度，也希望对行业的发展起到促进作用。 关键词：物业服务, 客户满意度, 基础服务, 满意度测评, 提升策略ABSTRACT II ABSTRACT According to the data of the 2018 national property management industry development report [1] issued by China Property Management Association, the urbanization rate in 2017 is 58.52%, and it will reach 60% by 2020. At that time, there will be 40 million new urban population and 1.5 billion square meters of new housing area. At present, the total area of the national property management industry is about 24.665 billion square meters, with a compound growth rate of 12.01%, Industry concentration is at a low level. It can be seen that the property management industry has broad development space, but there are also some problems. As a member enterprise of RH group, with the development progress of the group, Rh property always adheres to the development concept of the group, adheres to the service tenet of the group, and strives to create a good home living environment for customers. Under the premise of both opportunities and challenges, how to realize the customer's yearning for a better life and the improvement of their satisfaction is the driving force for RH property management from managers to employees to constantly think about and try. Based on the research on the satisfaction of property companies at home and abroad, this paper finds that most of the enterprises in the industry only pay attention to the basic services provided by property service enterprises when carrying out customer satisfaction survey, analyze the results of the basic services and put forward corresponding improvement measures, while ignoring the property service enterprises in the stages of development and construction, renovation and special services Corresponding services provided by service enterprises. Therefore, on the basis of the research on the application of customer relationship management theory and the relevant theory and practical experience of the industry, combined with the development and service characteristics of a project of RH property company, first of all, the SWOT analysis method is used to analyze RH property, and the development strategy that RH property is suitable for taking the characteristic road is obtained; second, combined with the characteristic development strategy and the actual situation of a project Thirdly, analyze the results of satisfaction survey, find out the factors that affect customer satisfaction in the development and construction stage, the renovation stage, the qualityABSTRACT III improvement stage of basic services and the special service stage based on basic services; finally, take targeted improvement measures for each stage, establish and improve Customer satisfaction promotion strategy suitable for project a. It is hoped that the research in this paper can lay a theoretical foundation and provide operable solutions for the improvement of satisfaction after the third phase delivery of the project, so as to improve the overall satisfaction of the project, and also hope to play a role in promoting the development of the industry. Keywords: property service, customer satisfaction, basic service, satisfaction evaluation, promotion strategy目 录 IV 目 录 第一章 绪论....................... 1 1.1 选题背景和研究意义.......................... 1 1.1.1 选题背景 ... 1 1.1.2 研究意义 ... 2 1.2 研究方法和创新点.............................. 2 1.2.1 研究方法 ... 2 1.2.2 创新之处 ... 3 1.3 研究思路和论文框架.......................... 3 1.3.1 研究思路 ... 3 1.3.2 论文框架 ... 3 1.4 本章小结............... 4 第二章 理论概述............... 5 2.1 客户关系管理....... 5 2.1.1 客户关系管理的概念 .............. 5 2.1.2 客户关系管理的内涵 .............. 6 2.2 物业管理概述....... 7 2.2.1 物业管理的概念 ...................... 7 2.2.2 物业管理的作用 ...................... 8 2.3 物业客户及客户满意度...................... 8 2.3.1 物业客户 ... 8 2.3.2 物业客户满意度 ...................... 9 2.4 本章小结............. 10 第三章 RH 物业运营现状分析.......................11 3.1 RH 物业概述........11 3.1.1 RH 物业公司简介....................11 3.1.2 RH 物业公司业务范围............11 3.2 RH 物业公司 SWOT 分析 ................ 12 3.2.1 S（优势）分析 ....................... 13 3.2.2 W（劣势）分析 ..................... 13 3.2.3 O（机会）分析 ...................... 14目 录 V 3.2.4 T（威胁）分析....................... 14 3.2.5 SWOT 分析下的战略选择..... 15 3.3 RH 物业客户满意度现状.................. 15 3.4 本章小结............. 16 第四章 RH 物业 A 项目客户满意度测评及满意度情况分析.... 17 4.1 客户满意度指标体系的构建原则.... 17 4.1.1 公司统筹原则 ........................ 17 4.1.2 实事求是原则 ........................ 17 4.1.3 指标量化原则 ........................ 17 4.1.4 重点优先原则 ........................ 17 4.1.5 改进反馈原则 ........................ 18 4.2 客户满意度指标体系权重的确定.... 18 4.2.1 建立客户满意度的层次结构 18 4.2.2 构造矩阵 . 20 4.2.3 单层次排序及一致性检验 .... 21 4.2.4 层次总排序及一致性检验 .... 24 4.3 客户满意度调查实施........................ 25 4.3.1 调查对象的选择 .................... 25 4.3.2 数据采集与分析 .................... 25 4.3.3 调查问卷结果 ........................ 25 4.4 RH 物业满意度调查情况分析.......... 28 4.4.1 客户满意度调查结果汇总 .... 28 4.4.2 各阶段满意度情况分析 ........ 30 4.5 本章小结............. 33 第五章 RH 物业 A 项目客户满意度提升策略............................ 34 5.1 开发建设阶段满意度提升策略........ 34 5.1.1 强化前期介入职能 ................ 34 5.1.2 严把承接查验质量关 ............ 37 5.2 整改装修阶段满意度提升策略........ 39 5.2.1 成立售后服务部 .................... 40 5.2.2 装修分类管理 ........................ 40 5.3 基础服务的品质提升策略................ 42 5.3.1 规范管理流程 ........................ 43目 录 VI 5.3.2 强化以客户为中心的服务理念 ........................... 44 5.3.3 着力打造绿化管理服务体系 45 5.3.4 加强安全管理服务体系 ........ 46 5.3.5 营造专业的工程服务团队 .... 47 5.4 基于基础服务之上的特约服务满意度提升策略........... 48 5.4.1 夯实原有服务基础 ................ 49 5.4.2 打造特色服务项目 ................ 49 5.5 本章小结............. 50 第六章 结论..................... 51 6.1 研究的结论......... 51 6.2 研究的局限......... 51 致 谢 52