电脑商行的客户维系策略研究(附调查问卷)

电脑商行的客户维系策略研究(附调查问卷)(论文20000字)
摘    要
众所周知，客户是所有企业赖以生存和发展的基础，所以说市场竞争实际上就是竞争客户，也就是争夺客户资源。目前企业之间的竞争也越来越激烈，客户的选择余地也非常多。所以对于任何企业来说，客户维系策略都是非常重要的。客户维系就是指供应商要维持已经建立的客户关系，使顾客不断来自己这重复购买商品或服务的过程。而从客户维系的含义中不难看出，如果一家电脑商行不进行客户维系，那相信这家电脑商行将绝对无法经营下去。
本文以调查问卷和实地考察为手段来分析出客户维系的几个主要影响因素。然后用SPSS软件对问卷调查得出的数据进行分析。首先通过可靠性分析，来判断这些数据的真实性。然后对问卷的非量表问题进行描述性分析，了解现在电脑商行存在的一些基本问题；其次再对量表问题进行探索性因子分析和线性回归分析，通过数据来得出电脑商行的主要影响因素。最后根据这些影响因素来确定电脑商行的进一步改善方案。最后通过本次调研，希望能够帮助电脑商行了解顾客的内心所需并发现其自身的不足之处，从而让电脑商行能够留住顾客，顺利发展。
关键词：客户维系  调查问卷  影响因素

The Strategy of the Computer Firm Customer Retention
ABSTRACT
As everyone knows, the customer is the foundation of all the enterprise's survival and development, so the market competition is actually the competition of customer, also is the competition for customers resources. The competition between enterprises is more and more intense at present, the choice of customers is also very much. So for any enterprise, customer retention strategy is very important. Customer retention is a supplier to maintain established customer relationship, so that customers continue to own the repeat purchase goods or services process. From the meaning of customer retention is not difficult to see, if a computer firm not to customer retention, it believes the computer firm will absolutely can not continue to operate.
In this paper, questionnaire and on-the-spot investigation as methods to analysis several main influencing factors of customer retention.Then use the SPSS software to analyze the questionnaire survey data.First through the reliability analysis to judge the authenticity of these data. And then through the descriptive analysis to analyze the non scale questionnaire, to understand some of the basic problems in computer firm; Secondly, through exploratory factor analysis and linear regression analysis to analyze the scale problem, through the data to draw the main factors affecting the computer firm.Finally, based on these factors to determine the further improved scheme of the computer firm.Hope that through this research, can help the computer firm understanding of customer needs and found inside its own shortcomings, then let the computer firm to retain customers, develop smoothly. [资料来源：http://www.doc163.com]
Keywords: customer retention； questionnaire； influencing factors
 
目    录
摘    要    I
ABSTRACT    II
第一章 绪   论    1
1.1选题依据、背景情况    1
1.2国内外研究现状及评述    1
1.2.1国内研究现状    1
1.2.2国外研究现状    2
1.2.3研究现状的评述    3
1.3研究内容与方法    3
1.3.1研究内容    3
1.3.2技术路线图    3
1.3.3研究方法    4
第二章 客户维系的概述及其意义    6
2.1客户维系的概述    6
2.2客户维系的意义    6
2.2.1降低企业成本    6
2.2.2口碑宣传    7
2.2.3客户流失将会阻碍市场拓展    7
2.2.4提高客户忠诚度    8
2.3电脑商行的现状及问题    8

[资料来源：www.doc163.com]

第三章 调查问卷及分析    10
3.1调查目的    10
3.2调查设计    10
3.3可靠性分析    11
3.4问卷分析    11
3.4.1描述性分析    12
3.4.2探索性因子分析    18
3.4.3线性回归分析    20
第四章 进一步对客户维系的改善方案    22
4.1.加强客户沟通    22
4.2完善营销过程    22
4.3发展客户忠诚    23
结    语    25
参考文献    26
附录一    28
附录二    32
致    谢    45 [资料来源：http://Doc163.com]