[原创]满意度调查技术发展历程---第1代到第10代（二）
<br/><h3><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度调查技术发展历程</span><span lang="EN-US">---</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>第</span><span lang="EN-US">1</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代到第</span><span lang="EN-US">10</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代（二）</span></h3>
<p class="MsoNormal" style="TEXT-ALIGN: center" align="center"><span lang="EN-US">---</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>达闻通用市场研究公司</span><span lang="EN-US"><span style="mso-spacerun: yes"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>毛创奇</span></p>
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<p class="a" style="TEXT-INDENT: 21.1pt"><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>第</span><span lang="EN-US">3</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代，</span></b><b style="mso-bidi-font-weight: normal"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>宏观角度衡量服务，跨行业</span><span lang="EN-US">/</span></b><b style="mso-bidi-font-weight: normal"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>企业可比</span><span lang="EN-US">------</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度指数模型调查</span><span lang="EN-US"><o:p></o:p></span></b></p>
<p class="a" style="TEXT-INDENT: 21pt"><span lang="EN-US">1988</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>年，美国学者</span><span lang="EN-US">Fornell</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>将结构方程和满意度形成心理路径相结合，提出了新的满意度模型，成为世界各国制定国家满意度指数模型的基础，瑞典最先应用推出</span><span lang="EN-US">SCSB</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>，之后不断发展为</span><span lang="EN-US">ACSI</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>、</span><span lang="EN-US">ECSI</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>。满意度指数模型认为影响客户满意的因素，除了感知质量，还包括品牌形象、客户预期、价值感知等。</span><span lang="EN-US">2001</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>年开始，原信息产业部开始对全国各电信运营商进行顾客满意度指数研究，并逐年公布电信行业顾客满意度指数</span><span lang="EN-US">(TCSI)</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>，并把满意度测评分数纳入</span><span lang="EN-US">KPI</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>，这大大推动了满意度指数模型在中国的推广应用和技术发展。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>服务质量不等于满意度，满意度指数模型认为除了“感知质量（即服务质量）”外，“品牌形象”、“用户预期”、“价值感知”都是影响客户满意度的因素，并且在</span><span lang="EN-US">4</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>个满意度影响因素之间存在路径和因果关系，形成一个结构方程。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度指数模型适用于国家、行业层面的满意度调查。因为企事业单位存在明显的差异性，一个单位的感知质量满意度模型不能适用另一个单位，所以如果要对整个国家或整个行业进行满意度调查，就必须有一个无关企事业单位差异性的模型。满意度指数模型是根据客户满意度形成的心理路径设计，与企事业单位服务的差异性无关，因此满意度指数调查具有跨行业、跨企业可比的特点。如中国电信行业的指数模型</span><span lang="EN-US">TCSI</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>：</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span lang="EN-US"><?xml:namespace prefix = v ns = "urn:schemas-microsoft-com:vml" /><v:shapetype id="_x0000_t75" coordsize="21600,21600" o:spt="75" o:preferrelative="t" path="m@4@5l@4@11@9@11@9@5xe" filled="f" stroked="f"><v:stroke joinstyle="miter"></v:stroke><v:formulas><v:f eqn="if linedrawn=" 0? lineDrawn? pixelLineWidth="pixelLineWidth"></v:f><v:f eqn="sum @0 1=" 1? 0?></v:f><v:f eqn="sum 0=" @1? 0? 0="0"></v:f><v:f eqn="prod @2 1=" 1? 2?></v:f><v:f eqn="prod @3 21600=" 21600? pixelWidth?></v:f><v:f eqn="prod @3 21600=" 21600? pixelHeight?></v:f><v:f eqn="sum @0 0=" 0? 1?></v:f><v:f eqn="prod @6 1=" 1? 2?></v:f><v:f eqn="prod @7 21600=" 21600? pixelWidth?></v:f><v:f eqn="sum @8 21600=" 21600? 0?></v:f><v:f eqn="prod @7 21600=" 21600? pixelHeight?></v:f><v:f eqn="sum @10 21600=" 21600? 0?></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path><o:lock v:ext="edit" aspectratio="t"></o:lock></v:shapetype></span></p>
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<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;><img src="http://www.dmworld.com.cn/blogger/wp-content/uploads/2009/11/csi400.jpg"/></span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;></span> </p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>对于企事业单位的满意度测评来说时，满意度指数模型的好处在于更完整地揭示了满意度的影响因素，站在一个更高的层面看问题；不足之处在于，满意度指数模型的设计消除了单位差异性的影响，使得单位在许多个性化、细节上的问题得不到体现，而且“品牌”、“预期”、“价值”等因素属于很难控制甚至不可控的因素，需要企业高层跨部门联合才能推动，对于企业的服务管理部门来说，其服务改进重点仍只能着落于“质量”部分。因此，企事业单位在应用满意度指数模型时，仍要结合感知质量模型，使得问卷长度大大增加。</span></p>
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<p class="a" style="TEXT-INDENT: 21.1pt"><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>第</span><span lang="EN-US">4</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代，关注不满意客户，了解客户为什么不满意</span><span lang="EN-US">------</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度</span><span lang="EN-US">+</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>不满意度调查</span><span lang="EN-US"><o:p></o:p></span></b></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>通过感知质量满意度或满意度指数模型调查，管理者清楚了单位的服务水平和客户不满意的方面，在此基础上，管理者自然会非常想了解客户为什么不满意。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span lang="EN-US">2004</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>年前后，不满意度调查的概念一经推出，马上得到了众多企事业单位的认同和应用。不满意度调查，深化了对“不满意客户”的访问，具体深入了解客户不满意的方面和原因，管理者能场景式感知客户的不满和抱怨。</span></p>
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<p class="a" style="TEXT-INDENT: 21.1pt"><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>第</span><span lang="EN-US">5</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代，关注企业内部服务缺口，推动短板改进</span><span lang="EN-US">------</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度</span><span lang="EN-US">+</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>短板改进</span><span lang="EN-US"><o:p></o:p></span></b></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>不满意度调查是从客户角度收集意见，短板改进是要从企业内部寻找原因。客户的不满总是来源于企业行为，短板改进要把导致客户不满的企业行为找出来，分析原因，从而针对性的改进。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>短板改进的概念在质量管理体系早已存在，但之前更多是在工业领域，针对产品生产流程和工艺的改进。</span><span lang="EN-US">2005</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>年开始，中国移动各省市公司纷纷进行服务短板改进，巨大的调研需求大大推动了短板改进调研技术的发展。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>短板改进根据六西格玛理念进行短板管理，利用</span><span lang="EN-US">GAP</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>模型分析，找出导致短板的企业内部原因，据此提出针对性的、可操作性的改进意见和改进方法；并关联责任部门，跟踪衡量改进效果，考核督促问题改进。</span></p>
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<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>未完待续！</span></p>
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