随着经济的高速发展和城镇化的快速推进，我国城镇居民收入水平和生活水平有了 显著的提高。但与此同时，水资源受环境污染等问题日益凸显，由此带来的饮水安全问 题成为了城镇居民关注的重点。2015 年国务院发布的“水十条”和党的十九大，都将饮 水安全列为了民生问题的重点，并从国家政策层面助力净水行业发展。一方面净水行业 前景持续向好；但另一方面，净水行业技术成熟，净水器产品同质化严重。因此如何提 供优质高效的售后服务，成为企业在净水器市场取得胜利的突破口。 本文正是基于这样的环境背景，选择净水行业标杆企业 L 公司作为研究对象，对其 售后服务质量进行分析研究，目标是定位当前售后服务存在的问题，挖掘导致这些问题 出现的原因所在，以期制定提升售后服务质量的方案。 本文从 L 公司的售后服务现状入手，通过编制 SERVQUAL 量表进行问卷调查的方式， 获取客户对于 L 公司的售后服务反馈数据。进而在数据的基础上，利用四分图模型分析 法，确认处于满意度较低但重要度较高的服务评价指标。通过结合实际售后服务数据做 进一步分析，定位出 L 公司售后服务质量存在的问题，并深入挖掘问题的根源。最后， 对 L 公司的售后服务质量管理体系进行优化，制定相应的售后服务改进方案，以期提高 L 公司的售后服务质量水平。 本文采用的主要研究方法有文献研究法理论研究与实证分析相结合,以实证分析为 主的研究方法以及定性分析与定量分析相结合的方法。 本文中关于净水行业售后服务管理的探索以及提出的服务质量提升建议对公司未 来的发展提供了有益借鉴，同时对净水行业的其他企业改善售后服务管理提供了参考意 义。 关键词：售后服务；服务质量提升；SERVQUAL 模型II Abstract With the rapid development of the economy and the rapid advancement of urbanization, the income and living standards of urban residents in my country have improved significantly. However, at the same time, the problems of water resources being polluted by the environment are becoming more and more prominent, and the drinking water safety problems caused by this have become the focus of urban residents. In 2015, the "Water Ten" issued by the State Council and the 19th National Congress of the Communist Party listed drinking water safety as the focus of people's livelihood issues and helped the development of the water purification industry from the national policy level. On the one hand, the prospect of the water purification industry continues to improve; on the other hand, the technology of the water purification industry is mature, and the homogenization of water purifier products is serious. Therefore, how to provide high-quality and efficient after-sales service has become a breakthrough for enterprises to win in the water purifier market. Based on this environmental background, this article selects L company, a benchmark enterprise in the water purification industry, as the research object to analyze and research the quality of its after-sales service. The goal is to locate the current problems of after-sales service and to dig out the causes of these problems in order Formulate plans to improve after-sales service quality. This article starts from the current situation of L company's after-sales service and obtains customer feedback data for L company's after-sales service by compiling the SERVQUAL scale for questionnaire survey. Furthermore, on the basis of the data, using the quartile graph model analysis method, it is confirmed that it is a service evaluation index with low satisfaction but high importance. By combining the actual after-sales service data for further analysis, the problems of the quality of after-sales service of Company L are located and the root cause of the problem is dug in. Finally, the company's after-sales service quality management system is optimized, and the corresponding after-sales service improvement plan is formulated to improve the company's after-sales service quality level. The main research methods used in this article are the combination of literature research, theoretical research and empirical analysis, empirical analysis-based research methods, and qualitative analysis and quantitative analysis. The exploration of after-sales service management in the water purification industry and the proposed service quality improvement suggestions in this article provide a useful reference for the company's future development, and at the same time provide a reference for otherIII companies in the water purification industry to improve after-sales service management. Key Word: After-sales service; Service Quality Improvement; SERVQUALIV 目录 摘要.............................................................................................................................................I ABSTRACT...............................................................................................................................II 目录..........................................................................................................................................IV 第一章 绪论.............................................................................................................................. 1 1.1 研究背景与研究意义 ..................................................................................................... 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 服务质量评价.......................................................................................................... 3 1.2.2 业务流程优化.......................................................................................................... 5 1.3 主要研究内容、方法与框架 ......................................................................................... 6 1.3.1 主要研究内容.......................................................................................................... 6 1.3.2 拟采取的研究方法.................................................................................................. 7 1.3.3 研究工作基础及拟采取的技术路线...................................................................... 7 第二章 L 公司概况及其售后服务管理现状.......................................................................... 9 2.1 净水行业基本情况介绍 ................................................................................................. 9 2.1.1 净水行业简介.......................................................................................................... 9 2.1.2 净水行业的售后服务现状.................................................................................... 10 2.2 L 公司基本情况介绍 .................................................................................................... 11 2.2.1 L 公司简介 ............................................................................................................. 11 2.2.2 L 公司售后服务组织架构 ..................................................................................... 12 2.2.3 L 公司售后服务蓝图 ............................................................................................. 13 2.3 本章小结 ....................................................................................................................... 14 第三章 基于 SERVQUAL 模型的服务质量评价................................................................ 15 3.1 L 公司售后 SERVQUAL 模型的确立 ......................................................................... 15 3.1.1 SERVQUAL 模型评价项目的确定 ...................................................................... 15 3.1.2 SERVQUAL 模型评价级度的确定 ...................................................................... 19 3.1.3 SERVQUAL 测评体系的确立 .............................................................................. 19V 3.2 市场调查及数据汇总分析 ........................................................................................... 20 3.2.1 调查方法.................