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无论“服务就是产品”,还是“产品就是服务”,都说明IT企业竞争战略已从“以产品为中心”向“以客户为中心”转变,提高用户满意度已成为企业获取竞争优势的最重要手段之一。单纯听取厂商服务宣传和服务承诺,抑或是部分地了解消费者的主观看法,都只能是对产品用户服务满意度的片面与草率的判断。只有第三方以“科学、客观、公正”为原则,在随机抽样的基础上综合运用多种调查方法和规范的评估指标,才能全面了解用户服务需求,客观评价用户服务满意度,科学评估厂商服务体系。基于引导消费者购买行为、支持厂商整合营销之目的,中国电子信息产业发展研究院(CCID)主办的一年一度“中国IT产品用户服务满意度调查”再次拉开了帷幕。为了充分了解本次活动,笔者采访了“2001年中国IT产品用户服务满意度调查”项目领导小组总负责人——中国电子信息产业发展研究院柳纯录副院长。
Whether “service is product” or “product is service”, it shows that the IT enterprise’s competitive strategy has shifted from “product-centered” to “customer-centered”. Increasing customer satisfaction has become the most important factor for enterprises to gain competitive advantage. One of the means. Simply listening to vendor service announcements and service commitments, or partial understanding of the consumer’s subjective approach, can only be a one-sided and sloppy assessment of product user service satisfaction. Only by the principle of “scientific, objective, and fair”, the third party can comprehensively understand user service requirements, objectively evaluate user service satisfaction, and scientifically evaluate vendor services, on the basis of random sampling and comprehensively using multiple survey methods and normative evaluation indicators. system. Based on the purpose of guiding consumer purchasing behavior and supporting integrated marketing, the annual “China IT Product Customer Service Satisfaction Survey” sponsored by the China Electronic Information Industry Development Institute (CCID) kicked off again. In order to fully understand this event, the author interviewed Liu Chunlu, the vice president of the China Electronics and Information Industry Development Research Institute, the head of the 2001 China IT Product Customer Service Satisfaction Survey Project Leading Group.