随着当前中国经济的高速发展，人们在享有丰富物质生活的同时，生活习惯也在悄 然的发生着改变。作为几乎深入到每个人生活角角落落的产品，智能手机行业的竞争也 变得空前激烈，各品牌产品都在以更加时尚的外观、更加强悍的性能以及更加新颖的营 销策略来争夺消费者。但售后服务作为长期维护客户关系和提升客户忠诚度的重要竞争 力，却极少受到关注。 S公司作为全球智能手机行业的龙头企业，连续九年以超过20%的市场份额位列全 球第一。而在中国，S公司的市场份额却从2013年的19%骤减至2019年的1%。究竟是 何原因导致如此剧烈的跌幅？S公司各部门都在不断地分析原因。笔者所在的售后服务 部门也同样在思考，如何能通过售后服务的改善及优化来帮助S公司解决销售问题，让 体验过S公司优质服务的客户愿意再次选择S公司的产品。 本文以S公司作为研究对象，选取中国七个分公司（东北/华北/西北/西南/华南/ 华东/华中）的核心省份作为研究区域，共分为六个部分。首先从售后服务理论综述及 国内外研究现状入题，对售后服务基本概念、客户满意度、客户投诉等售后服务相关的 基础理论进行归纳阐述；进而通过国内市场及客户的特点，介绍S公司的整体发展现状 和售后服务的运营现状；随后介绍S公司客户满意指数调查的意义及调查方法，说明其 在企业运营过程中对售后服务管理的重要意义，并针对客户满意指数的问卷调查结果， 运用SPSS分析工具，对各个服务环节的满意度和整体满意度进行相关分析和回归分析， 探寻哪些服务环节会对客户的整体满意度产生影响；最后，结合笔者的日常工作经验， 基于SPSS分析结果找出实际的售后服务运营问题点，并提出服务网络调整、服务中心 内部流程改善、提升配件储备量等具体优化方案，并希望将其运用到日常管理中，协助 企业脱离困境。 关键词：售后服务，客户满意度，智能手机行业 III Abstract WiththecurrentrapiddevelopmentofChina'seconomy,whileenjoyingarichmaterial life,people’slivinghabitsarealsosilentlychanging.Asaproductthatalmostreachesinto everycornerofpeople’slife,thecompetitioninthesmartphoneindustryhasalsobecome unprecedentedlyfierce.Allrelevantbrandsarecompetingforconsumerswithmore fashionableappearance,morepowerfulperformanceandmoreinnovativemarketing strategies.However,asanimportantcompetitivenessforlong-termmaintenanceofcustomer relationsandenhancementofcustomerloyalty,after-salesservicehasreceivedlittleattention. Asaleadingcompanyintheglobalsmartphoneindustry,Scompanyhasrankedfirstin theworldwithamarketshareofover20%fornineconsecutiveyears.ButinChina,S company'smarketsharehasplummetedfrom19%in2013to1%in2019.Whatisthereason forsuchasharpdecline?EverydepartmentofScompanyisunceasinglyanalyzingthe reasons.Theafter-salesservicedepartmentwheretheauthorbelongstoisalsothinkingabout howtohelpScompanysolvethesalesproblemthroughtheimprovementandoptimizationof after-salesservice,sothatcustomersarewillingtochooseScompany'sproductsagainafter theyexperiencedScompany'squalityservice. ThisarticletakesScompanyastheresearchobjectandselectsthecoreprovincesof sevenbranchesinChina(Northeast/NorthChina/Northwest/Southwest/SouthChina/ EastChina/CentralChina)astheresearchareas,whichisdividedintosixparts.Firstofall, fromtheperspectiveoftheoreticalreviewofafter-salesserviceandthecurrentresearchstatus athomeandabroad,thebasicconceptsofafter-salesservice,customersatisfaction,customer complaintandotherrelevantbasictheoriesaresummarized.Furthermore,throughthe illustrationofthecharacteristicsofthedomesticmarketandcustomers,thecompany'soverall developmentstatusandafter-salesservicestatusareintroduced.Thenthesignificanceand surveymethodofScompany'scustomersatisfactionindexaredemonstratedtoexplainits importancetoafter-salesservicemanagementduringtheoperationofthecompany.Thenthe IV correlationanalysisandregressionanalysisofSPSSareappliedtoexploretheresultsofthe customersatisfactionindexquestionnaireoneachservicelinkandfindoutwhichservice linkswillinfluencetheoverallsatisfactionofcustomers.Finally,basedontheauthor'sdaily workexperienceandSPSSanalysisresults,theactualafter-salesserviceoperationproblems arelocatedandspecificoptimizationprogramssuchasservicenetworkadjustment,service centerinternalprocessimprovement,andenhancementofsparepartsreservesareproposed. Withthehopetohelpenterprisesoutofdifficulties,theresearchresultsarerecommendedto beutilizedindailywork。 Keywords:aftersalesservice,customersatisfaction,smartphoneindustry V 目录 第一章绪论...............................................................................................................................1 1.1研究背景及意义..........................................................................................................1 1.2国内外研究现状..........................................................................................................2 1.2.1国外研究现状...................................................................................................2 1.2.2国内研究现状...................................................................................................3 1.3研究内容......................................................................................................................4 1.4研究方法和思路..........................................................................................................4 第二章相关概念和理论基础...................................................................................................7 2.1相关概念......................................................................................................................7 2.1.1售后服务概念...................................................................................................7 2.1.2售后服务效率...................................................................................................8 2.1.3配件库存管理...................................................................................................8 2.2客户满意度..................................................................................................................9 2.2.1客户满意度概念...............................................................................................9 2.2.2客户期望值.....................................................................................................10 2.2.3服务关键时刻.................................................................................................11 2.3客户投诉....................................................................................................................12 2.3.1概念及其影响.................................................................................................12 2.3.2客户投诉类型.................................................................................................13 2.3.3客户投诉价值.................................................................................................14 2.3.4服务补救.........................................................................................................15 第三章S公司国内运营现状分析.........................................................................................17 3.1S公司国内运营概述.................................................................................................17 3.1.1S公司总体概况..............................................................................................17 3.1.2S公司在中国的销售概况..............................................................................18 3.1.3S公司售后服务和销售的关系......................................................................19 3.1.4S公司主要产品和客户特点..........................................................................20 3.2S公司国内售后服务现况.........................................................................................21 3.2.1S公司国内与国外售后服务区别..................................................................21 3.2.2售后服务主体介绍.........................................................................................22 3.2.3售后服务流程介绍.........................................................................................24 第四章S公司客户满意指数调查分析.................................................................................27 VI 4.1客户满意指数调查简介.....................................................................