基于系统动力学的顾客抱怨管理研究

本文针对企业进行顾客抱怨管理过程中,抱怨提出率和抱怨处理能力对顾客满意、重复购买以及顾客忠诚的影响进行分析,对该过程中顾客流动趋势进行预测与研究。尝试采用系统动力学方法,根据系统运转的行为模式建立模型,从市场中采集初始的实证数据,利用系统动力学(Vensim5.0)软件对顾客流动趋势进行仿真模拟,通过对仿真结果分析,找到整个运转过程中的关键指标。研究的最终目的是通过对关键指标的有效分析与调节,实现系统运行的最佳效果。进一步,根据实验数据,提出企业应该如何依据现有情况制订最佳的指标调节策略的方法。

Study on Customer Complaint Management Based on System Dynamics

This paper first analyzes the effect of complaint-voicing rate and complaint-dealing ability on customer satisfaction,repeated purchases and customer loyalty in the system of customer complaint management.Then the turnover of customers resulted from the effect is mainly studied.Based on the system operating mechanism,a model is built using the system dynamics method.By applying Vensim 5.0,customer flow trend is simulated with the data from mobile customers and the key factors of the system are acquired through analyzing the simulation results.The high-point of the system running is obtained by adjusting the key factors effectively and continuously.Finally,for an enterprise to make out the best decisions,how to adjust the factors according to the experimental datum is investigated.