Study On Customer Service Strategy Of Centre Testing International

Since the 1990 s, the theory of customer satisfaction, which developed into two thoughts:services marketing and corporate operation strategy, has been widely applied in the field of quality management. Customer satisfaction concept holds that the common way of improving customer satisfaction is to enlarge the difference between customer perceptions and customer expectations.Customer service perception is the bundle of benefits that customers expect from a given product or service. To be specific, it includes product value, services value, personnel value and image value. Customer satisfaction and customer perceived service quality consist of two aspects:‘process quality’ and ‘result quality’ that customers pursue, neither is dispensable. Meanwhile,service quality is characterized by its hierarchy: service contact quality and service relationship quality. People gradually concentrate more on ‘customer relationship’ quality than a prophase research for ‘customer contact’ service quality.American scholar Philip Kotler further specifies that there are two fundamental ways of customer retention in the textbook Theory of Market Impact. One way is to erect high switching barriers. The other way is to improve customer satisfaction. The key to retain and keep customers is marketing. There are as follows: 1) to convert repeat customers into clients; 2) to turn clients into active customers.Customer satisfaction management previously focused on enterprise internal improvement,however, there are significant limitations in reflecting market competition orientation and truly reflecting customer desires. When entrepreneurs were unable to succeed in internal improvements as they imagined, they began to turn to external market to seek competitive advantage from the customer’s perspective. In 1977, Woodruff held that delivering superior value to their customers compared to competitors, that is, superior customer value, can keep and produce satisfied and loyal customers and thus put enterprises in an invincible position. The Customer Delivered Value Theory proposed by Philip Kotler in 1966 holds that customer delivered value is the difference between total customer value and total customer cost. When the customer purchases products, he will compare total cost to total value. In the end, the customer will buy the product that he perceives is offering the highest delivered value.This paper analysis the Centre Testing Internatioal(CTI) encountered the bottlenecks in the current customer service development and the development stage of present situation, customer service development speed can not keep up the development speed of the market, which led to thecompany operating confusion, in an increase in customer complaints. As a leader in the domestic testing industry, CTI need to change the current customer service strategy, establish a set of perfect customer service strategy system, provide excellent service and create a perfect customer service experience, provide value-added services to customer. Allow customers to truly feel the value of CTI.In this paper, It is based on the ‘consumer perception ’ ‘customer value ‘ ‘Customer Expectations’, along with the actual to be used in industry inspection and customer service, study how to establish and perfect a good customer service system in the testing industry, which can help CTI set up their own customer service system in the China market, improve customer service quality, so as to enhance the customer satisfaction and loyalty to CTI.