市场营销-外资物流公司在中国市场的客户关系管理研究——以DHL敦豪货运为例论文.doc

外资物流公司在中国市场的客户关系管理研究 ——以DHL敦豪货运为例 【摘要】本研究选取DHL敦豪货运为研究对象，介绍客户关系理论在物流行业的应用，剖析以DHL为例的国际物流行业在国内的客户关系管理现状，并分析客户关系管理体系的构建。同时借鉴国内外学者的研究成果，以ACSI模型为基础，从客户角度出发，分析客户满意度的影响因素，提出了可能影响客户对物流服务满意的六个变量：物流服务的可靠性、物流服务的经济性、物流服务的时效性、物流信息的及时性、售后服务的周全度、物流人员的素质水平。并采用问卷调查，在问卷星上编辑数据并在平台上发放。 调查对象以有无与DHL合作此项标准进而对调查问卷进行针对性的分类。收集到的数据运用软件SPSS 进行相关性分析和回归分析，包括正态性估计、对模型进行系数估计与拟合、组合最优化模型以及通过计算得出的回归方程，来直接反映各个观测指标对客户满意度的影响程度大小，为外资物流公司在国内的客户关系管理提供借鉴，尤其是在通过提高物流服务质量方面提供多维度的参考。 【关键词】ACSI模型；客户满意度；客户关系管理；国际物流 Research on customer relationship management of foreign logistics companies in Chinese market [Abstract] This study selects DHL as the research object, introduces the application of customer relationship theory in the logistics industry, analyzes the current situation of customer relationship management in the international logistics industry in China with DHL as an example, and analyzes the construction of customer relationship management system. The research results of scholars at home and abroad, at the same time, based on the ACSI model, from the customer perspective, analysis the influence factors of customer satisfaction, and puts forward the may affect the customer satisfied with the logistics service of six variables: the reliability of the logistics service, the efficiency of logistics services, the efficiency of the logistics services, logistics information timeliness, considerate after-sales service, logistics, personnels quality level. The data were compiled on the questionnaire star and distributed on the platform. The questionnaire was specifically classified according to whether the respondents cooperated with DHL in this standard or not. The collected data using the software SPSS correlation analysis and regression analysis, including normality is estimated, the model is used to estimate coefficient and fitting, combination optimization model, and calculated the regression equation, to directly reflect the effects of various observation indicators of customer satisfaction degree of siz