分类号 密级
UDC 学校代码10689
硕士学位论文
DX 咨询公司服务满意度调查与提升策略研究
Research on Service Satisfaction Survey and Promotion
Strategy of DX Consulting Company
姓 名： 王朝云
导 师 （职称） ： 兰天（教授）
申 请 学 位 类 别： 工商管理硕士
专 业： 工商管理
研 究 方 向： 市场营销
学 院（中心、所）： 商学院
论文完成时间：2022 年 12 月 12 日
学位论文原创性声明
本人郑重声明：所呈交的学位论文，是本人在导师的指导下，
独立进行研究工作所取得的成果。除文中已经注明引用的内容外，
本论文不含任何其他个人或集体已经发表或撰写过的作品成果。对
本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标
明。本人完全意识到本声明的法律结果由本人承担。
学位论文作者签名： 日期：2022 年 12 月 12 日
学位论文版权使用授权书
本人完全了解云南财经大学有关收集、保存、使用学位论文的
规定，即：按照有关要求提交学位论文的印刷本和电子版本；学校
有权保存并向国家有关部门或机构送交论文和论文电子版，允许学
位论文被查阅或借阅；学校可以公布学位论文的全部或部分内容，
可以采用影印、缩印或其它复制手段保存、汇编、发表学位论文；
授权学校将学位论文的全文或部分内容编入、提供有关数据库进行
检索。
（保密的学位论文在解密后遵循此规定）
论文作者签名： 导师签名：
日期：2022 年 12 月 12 日 日期：2022 年 12 月 12 日
摘要
摘要
中国长久以来都是农业大国，但农业相关问题依然突出，尽管政府不断加
大对农业科技推广的投入，但农业科技推广服务仍无法有效满足各类农业经营
主体的多样化需求。农业咨询服务业作为现代农业的一个新兴产业，正好弥补
了这部分市场空缺，更具市场化特征，能有效满足我国各农业经营主体的多样
化需求，对推进我国科技兴农战略的实施起着重要作用。农业技术咨询服务业
发展历史较短，产业发展不完善，随着市场竞争的加剧，顾客满意成为企业生
存和发展的必要条件。因此，越来越多企业开始重视顾客满意度研究。一方面，
顾客满意度研究有助于全面了解我国目前农业服务现状，检验服务效果；另一
方面，对服务满意度进行分析，反馈当前服务中存在的问题，有助于优化农业
服务模式，提高农业服务资源利用率，加快我国农业现代化的历史进程。
DX 咨询公司主要从事生态农业、食用菌、蚯蚓养殖和堆肥技术相关的专业
咨询服务，凭借自身的专业优势开拓市场，开发和保留了大量客户，公司营业
收入稳定增长。然而，随着市场竞争加剧，企业近两年的营业增长不如预期，
面临来自客户、市场和资源方面的诸多挑战，系统科学的顾客满意度调查有助
于企业了解当前服务现状，为企业提升服务质量和提高客户满意提供理论依据。
本文通过以DX 咨询公司的服务客户为研究对象，以顾客满意相关理论为指
导，采用文献分析法、问卷调查法和统计分析法，参考服务业和咨询业的顾客
满意评价指标，设计问卷，对 DX 咨询公司的服务满意度现状进行调查研究。通
过分析 DX 咨询公司的服务满意度现状，帮助企业识别优势项目和劣势项目。根
据研究和分析，DX 咨询公司在品牌形象、感知质量和感知价值维度方面存在若
干问题，亟待改进。通过对劣势项目的分析，总结了产生以上问题的原因，并
在结合企业实际情况的基础上，提出了切实可行的满意度提升策略，以帮助 DX
咨询公司提高满意度，同时也为咨询服务业客户满意度研究提供补充和参考。
关键词：顾客满意；统计分析法；咨询服务；四分图模型
I
摘要
ABSTRACT
China has been a large agricultural country for a long time, but the problems
related to agriculture are still prominent. Although the government has continuously
increased its investment in agricultural science and technology promotion,
agricultural technology promotion services cannot effectively meet the diversified
needs of various agricultural business entities. As a new industry of modern
agricultural industry, agricultural consulting service industry just makes up for this
part of the market vacancy, and has more market-oriented characteristics. It can
effectively meet the diversified needs of various agricultural business entities in
China, and plays an important role in promoting the implementation of the strategy
of invigorating agriculture through science and technology in China. The
development history of agricultural-technology consulting service industry is
relatively short, and the industry development is not perfect. With the intensification
of market competition, customer satisfaction has become a necessary condition for
the survival and development of enterprises. Therefore, more and more enterprises
begin to attach importance to customer satisfaction research. On the one hand, the
research on customer satisfaction is helpful to comprehensively understand the
current situation of agricultural services in China and test the service effect; On the
other hand, the analysis of service satisfaction and feedback of the existing problems
in the current service will help optimize the agricultural service model, improve the
utilization rate of agricultural service resources, and accelerate the historical process
of agricultural modernization in China.
DX Consulting Company is mainly engaged in professional consulting services
related to ecological agriculture, edible fungi, earthworm breeding and composting
technology. With its professional advantages, DX Consulting Company has
expanded the market, developed and retained a large number of customers, and its
operating income has grown steadily. However, with intensified competition of
market, the business growth of the enterprise in the past two years was not as
expected, and faced many challenges from customers, markets and resources. A
II
摘要
systematic and scientific customer satisfaction survey helps the enterprise understand
the current service status, and provides a theoretical basis for improving service
quality and customer satisfaction.
In this paper, the service customers of DX Consulting Company are taken as the
research object, the customer satisfaction related theories are taken as the guidance,
the literature analysis method, questionnaire survey method and statistical analysis
method are used to design the questionnaire by referring to the customer satisfaction
evaluation indicators of the service industry and consulting industry, the service
satisfaction status of DX Consulting Company was investigated and studied. By
analyzing the service satisfaction status of DX consulting company, helped the
enterprise to identify its advantages and disadvantages. According to the research
and analysis, DX Consulting Company has several problems in brand image, service
quality and perceived value dimensions, which need to be improved urgently.
Through the analysis of inferior projects, this paper summarizes the causes of the
above problems, and on the basis of combining the actual situation of the enterprise,
puts forward practical satisfaction enhancement strategies to help DX consulting
company improve satisfaction, and also provides a supplement and reference for
customer satisfaction research in the consulting service industry.
Key Words: Customer Satisfaction; Statistical Analysis; Consulting Service;
Quadrifid Graphs Model
III