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Service satisfaction

Economic terminology

The satisfaction survey entered China. From the initial service fulfillment survey, to the perceived quality survey, to the satisfaction index model survey, it has been constantly combined with a variety of research technologies and concepts to develop satisfaction survey technologies to meet different needs. according to Satisfaction survey Due to different concerns and problem solving, satisfaction survey technology can be classified into 10 generations. The first to tenth generation of satisfaction survey technology is not a substitute relationship, and each generation of technology is applicable to the needs of enterprises and institutions of different types and development stages. The gradual adoption of targeted technology levels can significantly and effectively manage and improve service levels.

Chinese name: Service satisfaction
initial: Survey of service implementation

in the pipeline: Perceived quality survey
After development: Satisfaction index model survey

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The first three generations are the basis of the entire 10 generation satisfaction survey, which has gone through the development process from service process survey (the first generation) to service effect survey (the second generation), from service quality survey to satisfaction index survey (the third generation). The latter seven generations are based on the first three generations and are developed according to different application requirements. Focusing on improving dissatisfied customers, we have developed the concept of "no Satisfaction survey (4th generation), short board improvement survey (5th generation); In order to optimize resource allocation strategy and determine resource input boundary, KANO model (6th generation) is applied and developed; In order to analyze the demand for differentiated services, U&A research (the 7th generation) was integrated into the satisfaction survey; The 8th generation of satisfaction focused on highly satisfied people, the 9th generation focused on improving user experience, and the 10th generation focused on building services with satisfaction survey as the core management system 。

The specific introduction of each generation of satisfaction technology is as follows.

Service implementation survey

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Implement service standards and standardize employee behavior

In 1965, Cardozo, an American scholar, introduced the concept of "customer satisfaction" into the business field for the first time, Service quality Research is gradually emerging in western countries. Enterprises and institutions recognize the importance of service quality and begin to accept and apply market research on service quality. Satisfaction survey As Service quality The initial focus of the evaluation tool is the investigation of the service process to check whether the staff operate according to the service specifications, so it is also called "service fulfillment survey".

The survey of service fulfillment takes the survey data as the basis for notification or assessment through the implementation inspection of service specifications, so as to convey service pressure, urge employees to implement service standards, standardize employees' behaviors, and cultivate employees' good service habits.

The survey of service fulfillment mainly adopts two methods. One is to intercept at the door or make a return visit by telephone by means of questionnaires, so that the customer can confirm whether the staff has operated according to the specifications before; Another way is Mystery customer detection (unannounced visits), such as unannounced visits to business halls, car 4S stores, department stores, etc., are mainly aimed at front-line window departments, pretending to be customers to receive services, and the whole process of audio and video recordings are used as evidence. The questionnaire has a wide coverage and low cost, but the assessment evidence is weak; Mystery customers The cost is high, but there are audio and video recordings, and the assessment evidence is strong.

Perceived quality survey

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Measure service effect and evaluate front and rear services achievements

As many scholars Customer satisfaction With in-depth research, since 1985, scholars have found that consumers' understanding of quality is different from enterprises' understanding of quality, Service quality It can be divided into "objective quality" and "perceived quality". Objective quality is production oriented and perceived quality is customer oriented. There are obvious differences between the two. Service with good objective quality may not be good perceived quality. Perceived quality is perceived by consumers Service quality , influenced by consumers' background and preferences, in fact Consumer Decisions Behavior. In this context, customer oriented Satisfaction survey It began to be popularized because consumers' perceived quality evaluation was regarded as Service quality Therefore, the satisfaction survey at this time is also called "perceived quality survey".

Unlike the "service process" of the service implementation survey, the perceived quality survey does not ask customers to confirm what the staff has done, but directly ask about the service feeling or satisfaction, focusing on what customers "feel Service quality ”And the final "service effect".

perception Quality satisfaction Because it is the evaluation of service effect, it is different from the service fulfillment survey that only the front-end departments can be evaluated. The back-end departments that do not directly contact with customers can also be evaluated, forming a complete front-end and back-end service evaluation system. perception Quality satisfaction The indicator system is divided into the first, second and third level indicators according to the service processes, links and contacts that customers contact with enterprises and public institutions, and according to the logical inclusion relationship, which correspond to and relate to the relevant responsible departments one by one.

The specific evaluation model is as follows:

Figure 1

Perceived quality survey focuses on what customers care about and what are the key influencing factors. utilize Statistical techniques , can calculate the impact intensity of indicators at all levels on the indicators at the next level, so as to find out the key influencing factors; In combination with indicator satisfaction performance and impact, identify service weaknesses and optimize resource allocation. As shown in Figure 1:

Perceived quality survey

At the same time, because the service implementation survey is particularly effective in regulating employee behavior, it has not been replaced, but has also developed“ Mystery customers ”This new survey method is still widely used in various enterprises and institutions, especially window departments.

Satisfaction survey

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Measure services from a macro perspective, comparable across industries/enterprises

In 1988, American scholar Fornell combined the structural equation with the psychological path of satisfaction formation and proposed a new Satisfaction model It has become the basis for countries around the world to develop national satisfaction index models. Sweden first introduced SCSB, and then developed into ACSI and ECSI. The satisfaction index model believes that the impact of Customer satisfaction In addition to perceived quality, it also includes brand image, customer expectations, value perception, etc. Since 2001, the former Ministry of Information Industry has begun to carry out Customer satisfaction index Research and publish the telecommunications industry customer satisfaction index (TCSI) year by year, and Satisfaction evaluation The incorporation of scores into KPIs has greatly promoted the promotion and application of the satisfaction index model and technological development in China.

Service quality It is not equal to satisfaction. The satisfaction index model believes that in addition to "perceived quality (i.e. service quality)", "brand image", "user expectation" and "value perception" are all influences Customer satisfaction And there is a path and causal relationship between the four satisfaction factors, forming a structural equation.

The satisfaction index model is applicable to national and industry level Satisfaction survey 。 Because there are obvious differences between enterprises and institutions, the perception of one unit Quality satisfaction The model cannot be applied to another unit, so if you want to Satisfaction survey There must be a model that has nothing to do with the differences between enterprises and institutions. The satisfaction index model is based on Customer satisfaction The psychological path design formed has nothing to do with the difference of services provided by enterprises and institutions. Therefore, the satisfaction index survey is comparable across industries and enterprises. For example, the index model TCSI of China's telecommunications industry:

For enterprises and institutions Satisfaction evaluation For example, the advantage of the satisfaction index model is that it reveals the influencing factors of satisfaction more completely, and looks at the problem from a higher level; The disadvantage is that the design of the satisfaction index model eliminates the influence of the difference between companies, which makes many personalized and detailed problems of companies not be reflected. Moreover, "brand", "expectation", "value" and other factors are difficult to control or even uncontrollable, which need the cooperation of senior management and cross departments to promote. For the service management department of enterprises, The focus of service improvement can only be focused on "quality". Therefore, enterprises and public institutions still need to combine the perceived quality model when applying the satisfaction index model, which greatly increases the length of the questionnaire.

Dissatisfaction survey

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Focus on dissatisfied customers and understand why they are dissatisfied

Through perception Quality satisfaction Or satisfaction index model survey, managers know the unit's service level and customer dissatisfaction. On this basis, managers naturally want to know why customers are dissatisfied.

Around 2004, no Satisfaction survey As soon as the concept of. no Satisfaction survey , deepen the visit to "dissatisfied customers", specifically understand the aspects and reasons of customer dissatisfaction, and managers can perceive customer dissatisfaction and complaints in a situational manner.

Short board improvement

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Focus on the internal service gap of the enterprise and promote the improvement of the weak board

no Satisfaction survey It is to collect opinions from the perspective of customers, and the short board improvement is to find reasons from within the enterprise. Customer dissatisfaction always comes from enterprise behavior. Shortcomings improvement should find out the enterprise behavior that leads to customer dissatisfaction, analyze the reasons, and make targeted improvement.

Short board improvement

The concept of short board improvement has existed in the quality management system for a long time, but before that, it was more in the industrial field production process And process improvement. Since 2005, China Mobile's provincial and municipal companies have been improving their service short boards. The huge demand for research has greatly promoted the development of short board improvement research technology.

Short board improvement basis Six Sigma Carry out short board management based on the concept, use GAP model analysis to find out the internal causes of the short board, and put forward targeted and operable improvement opinions and methods; And associate with the responsible department, track and measure the improvement effect, assess and urge the problem improvement.

KANO analysis

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Optimize resource allocation strategy and determine resource input boundary

The higher the satisfaction is, the better it is. The improvement of satisfaction requires huge resource investment. previous Satisfaction survey The analysis focuses on finding and improving the weak board, but there is no answer to the extent to which the weak board should be improved, the level to which the advantageous factors should be maintained, and the investment strategy for each factor. In the process of continuous service improvement, managers will have questions: "What level is enough to increase the investment in such and such aspects every year? If customers are satisfied with such and such aspects, can I reduce the investment?"

KANO analysis divides each service element into three categories, clarifies the meaning and location of the three elements, optimizes the strategy of resource allocation, determines the boundary of resource input, solves the above problems of managers, realizes more refined resource optimization and allocation, and maximizes the benefits of invested resources. stay controller When making budget decisions for the next year, we can get a quantitative reference basis for resource input from KANO analysis on such issues as what needs to be increased, what needs to be maintained, and what needs to be reduced.

The KANO model was launched in 1979 by Noriaki Kano, a professor at Tokyo University of Technology, and his colleague Fumio Takahashi, and quickly gained global communication and recognition. However, KANO is a typical qualitative analysis model, which is difficult to be quantitatively judged, so it is difficult to determine whether the Satisfaction survey Fields are often mentioned but rarely applied.

KANO analysis

In 2006, with the efforts of the author, the problem of KANO's quantitative technology was solved. On the basis of the original questionnaire, it was not necessary to design a problem separately, and it was possible to effectively quantify and judge the attributes of each service element, and determine the boundary of resource allocation. The KANO model really appeared in the research report. The following is the KANO analysis chart extracted from the report of Dawen General Market Research Company, from which the attributes and boundaries of service elements can be clearly judged.

KANO analysis

U&A

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Differentiated services

The initial focus of service management is the standardization of services. For example, the purpose of service fulfillment survey is to standardize the behavior of employees and make them Service standardization 。 However, some people are satisfied with the standardized service, while others are not Service standardization After reaching a certain level, enterprises and public institutions naturally have a demand for differentiated services to meet different needs Customer group For example, VIP service and VIP customer service have emerged in succession.

Analyze customers' attitudes towards the same item with different backgrounds and different consumption behaviors Service awareness It is the basis of implementing differentiated services to find out the key factors that lead to differences (i.e. U&A research).

In 2006, the satisfaction+U&A research product was highly recognized by the market against the background of differentiated service demand in various industries. Actually, before Satisfaction survey In China, U&A issues will be more or less involved, but the focus of the research demand was not on this, so it was not analyzed and applied in depth. Driven by the demand for differentiated services, U&A research and Satisfaction survey Closely linked, and developed relevant technologies, in which variance analysis and chi square analysis are fully used, as shown in Figure 2:

Figure 2

Excellent service

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Focus on highly satisfied people

According to long-term data tracking, in the competitive market, the loyalty of very satisfied people is 4-6 times that of ordinary satisfied people. Therefore, it has a very positive significance in such markets to upgrade the general satisfied group to the very satisfied group, and its value is significantly higher than that of upgrading the dissatisfied group to the general satisfied group. Making customers very satisfied means high standard and above average service, so it is called excellent service.

The focus of service excellence research is the "high satisfaction group", because the key influencing factors of service improvement are often different from those of upgrading customers from dissatisfaction to general satisfaction, so targeted analysis is needed.

Focus on highly satisfied people

User experience

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Turn defensive tools into offensive tools

Satisfaction is a defensive management tool, that is, don't let the Customer churn Drop. User experience It is to upgrade it into an offensive tool. Managers can retain customers by creating a profound user experience; And let customers spread good word of mouth to attract new customers. For example, the shopping experience of the mall, the medical experience of the hospital, and the user experience of the website directly affect the next choice and reputation of users.

User experience emphasizes shaping and spreading word of mouth, focusing on service details and service innovation, and providing an impressive experience that is easy to describe and spread.

In terms of research methods, user experience research focuses on the use of testing methods. For example, in the user experience research of e-commerce websites, "attractiveness test"“ Availability test ”As shown in Figure 3:

Figure 3

Service management

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Establish service management system

along with Customer satisfaction With the further popularization and emphasis of the concept, many enterprises and institutions have set up full-time personnel and special service management departments. How to manage services systematically and effectively? At this stage, we can Satisfaction survey As the core, take it as an effective service management tool to establish systematic services management system 。

adopt Satisfaction survey Managers can establish VOC system, service improvement system and service achievements The evaluation system can easily and effectively listen to the voice of customers, understand the current service situation, find service weaknesses, evaluate service performance, and promote service improvement. As follows:

Service management system

Satisfaction survey Technology, adapting to the change and development of the needs of enterprises and institutions, is constantly changing and developing; At the same time, other research technologies and management philosophy , guiding the development of service management of enterprises and institutions with higher value. As of 2009, Satisfaction survey Technology has developed to the 10th generation of products. For researchers, each generation of products is just a new starting point, all for better service.

Factors that determine consumer satisfaction: (1) characteristics of products and services (2) consumer emotions (3) attribution analysis of service success and failure (4) perception of equality and the public (5) feelings of other consumer family members and collaborators

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