| There are many subsystems of building intelligent project,each subsystem is compatible with each other,the product technology content is high,and the function of new technology is constantly updated.Intelligent building industry has the market characteristics of enterprise's major customers,so customer satisfaction and relationship quality are the core measurement standards.Customer satisfaction is a feeling based on the comparison between customer expectations and perceptions of product or service performance.Therefore,customer satisfaction is related to customers' perception of service provided by service providers and their expectations.Although it is always subjective,customer satisfaction is the key to affect the quality of key customer relationship and the purchase intention of key customers.At the same time,in the research of relationship quality,the satisfaction of key customers to service providers,the trust of service providers and the commitment of relationship with large customers are the key components of relationship quality.These three core variables are considered to be interrelated and interactive.The relationship quality of big customers is also the core criterion to measure the satisfaction of big customers and purchase intention of big customers.In this paper,first of all to big customer marketing,big customer satisfaction and relationship quality aspects of a comprehensive theory of literature review,analyze and summarize,then select intelligent ZD companies as the research object,using the potter five model,combined with the company's industry environment analysis,as well as the historical sales data,analyzes the company's big customer management and customer satisfaction,the problems of and through the quantitative indicators for the company to identify and distinguish between big customer.This paper in view of the company with large customer satisfaction and relationship quality has carried on the questionnaire design,the three major categories,9 small classes,39 subject,questionnaire investigation and the collected 264 questionnaires,in which 255 valid questionnaires,through statistical analysis of questionnaire survey,understand the company's existing big customers and potential customers' actual demands,on the company's satisfaction and relationship quality influence factors of advantage,as well as the difference between company and competitors such as contrast,so as to formulate suitable for the company's big customer satisfaction strategy.The main conclusions of this paper include:(1)Questionnaire survey and analysis of the survey findingsThrough questionnaire analysis,it is found that in the process of key customer satisfaction and relationship quality management,ZD company has been recognized by key customers in the following aspects: first,63.27% of key customers regard ZD company as their preferred supplier,indicating high customer loyalty.Second,ZD company's overall technical and design strength,management team level,engineering quality and six aspects of mutual relationship with customers in the satisfaction survey are all higher than the industry average level,which reflects the company's strength and is also recognized by major customers.At the same time,through the analysis of the survey data,many problems that need to be improved in ZD company are also found.First,the pre-sales business support and after-sales service are obviously weaker than the industry average level.Second,it is lower than the industry average in several aspects,such as keeping the promise of relationship quality management,paying attention to the success of key customers,making plans for the core process of mutual relations,and establishing formal procedures for conflict resolution.(2)Strategies for improving customer satisfaction and relationship qualityZD company's key customer satisfaction is improved from two aspects: first,key customer satisfaction is improved by marketing mix strategy;Second,key customer relationship quality marketing strategy.The former is mainly carried out from six aspects,including pre-sales technical support and business cooperation,overall technical ability,management team,bidding quotation,project quality,after-sales maintenance service strategy;The latter from six aspects: first,to build a strong network,and the second is the rising level of customer relationship,the third is to improve the customer's trust,the fourth is to do big customer relations planning,the fifth is to form strategic partnerships with major customers,win-win cooperation,the last is to establish effective conflict resolution and contingency plans.Through the above two aspects to form a sound key customer management organization system,key customer relationship quality system,is conducive to the implementation of comprehensive management of key customers,strengthen the communication between key customers,improve the satisfaction of key customers to the company,improve the quality of mutual partnership.(3)guarantee measures of key customer satisfaction improvement strategyIn order to ensure the effective implementation of key customer satisfaction and relationship quality strategy of ZD company,this paper puts forward specific guarantee measures,including the establishment of perfect key customer management organization system,the realization of organizational system optimization,the establishment of key customer management information system and so on.The innovation of this paper lies in:(1)Innovation in the Research Perspective of Key Customer MarketingFrom the perspective of customer satisfaction and relationship quality study,aiming at ZD company existing intelligent building industry big customers and potential customers made a satisfaction and relationship quality questionnaire survey,at the same time ZD company and the domestic intelligent building industry,a total of nine leading enterprise in terms of satisfaction and relationship quality,do the statistical analysis of the mean horizontal contrast,intelligent building industry is big customer satisfaction and relationship quality field for the first time in this diverse,systematic empirical comparative study.(2)Provide reference for the same industryThe key customer satisfaction and relationship quality strategies proposed in this paper can provide reference for the research of intelligent building and other industries... |
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