Research On Evaluating Method And Innovating Strategies For Customer Service Satisfaction From View Of Supply Chain

As a new management model, Customer Relationship Management (CRM), can adjust the relationship between enterprises and customers. Through information technology, CRM integrates internal resources of enterprises and achieve the purpose of enterprises value increasing permanently at activities of building and developing and retaining customer relationship. Customer satisfaction evaluating(CSE) is one of the most important approaches of Customer Relationship Management (CRM), which studies the quality of customer service process adversely from the focus what the customer feels about. Customer satisfaction includes service satisfaction evaluating facing to the terminal customer and partners in the supply chain respectrvely. Presently, the theory of Customer satisfaction evaluating(CSE) locates the exploring step in foreign countries or our country. Applications of Customer satisfaction evaluating(CSE) are confined mostly to some industries, such as bank, insurance, telegraphy and retailing. There is no evidence of successfully applications on Customer satisfaction evaluating(CSE). However, in the future Customer satisfaction evaluating(CSE) applications will very be extensive with information technology and electronic business development.On the basis of customer clssification, the factors influencing customer relationship are analysized in this dissertation, then the selecting mehod of customer relationship and how to manage the customer relationship respectively are explored. Based on the concept of customer relationship management (CRM) and the theories of the modern conporate development strategies, this paper presents the system of customer service satisfaction evaluation approaches from the view of supply chain. And the customer evaluating mehod of the corporate's product, service and activities is constructed after exploring the customer's strategy management approaches. Many factors influencing customer satisfaction evaluation are interpreted, and the principles of customer service evaluation are studied from the view of supply chain. The evaluating methods of customer service facing the terminal customer and the partner in supply chain are introduced in this paper. Two series of customer satisfaction evaluation indexes are proposed. The factors and their weights are determined with the adjusted AHP. The single-factor, evaluating matrix and the evaluating model are constructed on the indexes and the fuss dicision theory. The scientific method is convenient for corporate in practice. To improve customer satisfaction, the author presents an integrated andinnovative procedure of strategy analysis, employing the analysis model by Xu Zuosheng on the level of the industry and the market respectively. Combined with the "Competitive Strategy Matrix", "Corporate Value Chain" and "Innovating Matrix Approach". This model proposes the theory framed of strategy analysis model, gaining competitive advantage of customer service satisfaction, employing the industry key factors of gaining customer service satisfaction and the "core resources" in the corporates. This model includes analysis on the industry level, on the market level and the combination of above. The management practice of customer satisfaction in Zongshen Group are contemplated in the dissertation and some suggestions are presented on the above analysis. It is proved to be valuable through exploring the selection of supplier and agents of Zongshen Group with the evaluating methods proposed in this dissertation.