[原创]满意度调查技术发展历程---第1代到第10代（三）
<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（三）</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">6</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，优化资源配置策略，确定资源投入边界</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">+KANO</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?;>分析</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?;>满意度并非是越高越好，满意度的提升需要巨大的资源投入。之前的满意度调研分析，重点在于找短板，改进短板，但对短板应该改进到什么程度、优势因素应该保持在什么水平、各个因素应该采取什么样的投入策略等，并没有给出答案。管理者在持续的服务提升过程当中会产生问题：“某某方面，年年都在增加投入，究竟要提升到什么水平才够？某某方面，客户已经很满意了，那我是不是可以缩减投入？”</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span lang="EN-US">KNAO</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>分析通过把各服务要素分为三类，明确三类要素的意义及目前所处位置，优化资源配置的策略，确定资源投入的边界，解决管理者上述的问题，实现更精细地资源优化配置，让投入的资源产生最大的效益。在管理者做下一年度的预算决策时，哪些方面需要加大资源投入，哪些方面维持即可，哪些方面要缩减投入等等这样的问题，可以从</span><span lang="EN-US">KANO</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>分析得到一个量化的资源投入参考依据。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span lang="EN-US">KANO</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，东京理工大学教授狩野纪昭</span><span lang="EN-US">(Noriaki Kano)</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>和他的同事</span><span lang="EN-US">Fumio Takahashi</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>于</span><span lang="EN-US">1979</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>年推出，迅速得到全球性的传播和认同。但</span><span lang="EN-US">KANO</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>是一个典型的定性分析模型，难以被量化判断，所以在满意度调研领域经常被提及但很少被应用。</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 lang="EN-US">2006</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>年，在笔者的努力下，</span><span lang="EN-US">KANO</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>的量化技术问题得到解决，在原有问卷问题的基础上，不需要单独设计问题，就能有效地量化、判断各服务要素的属性，并确定资源配置边界，</span><span lang="EN-US">KANO</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>模型真正出现在调研报告中。下面是从达闻通用市场研究公司报告中摘取的</span><span lang="EN-US">KANO</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>分析图，从中可以清楚地判断出服务要素的属性和边界。</span></p>
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<p class="a" style="TEXT-INDENT: 21.1pt"><b><span lang="EN-US"><o:p><img src="http://www.dmworld.com.cn/blogger/wp-content/uploads/2009/11/kanoe58886e69e90432.jpg"/></o:p></span></b></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">7</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，差异化服务</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">+U&A<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?;>服务管理最初的重点是服务的标准化，如服务落实度调查的目的就是要规范员工行为，让员工服务标准化。但是，标准化的服务，有些人满意，有些人不满意，在服务标准化达到一定水平后，企事业单位自然就有了差异化服务的需求，以满足不同客户群体的需求，比如</span><span lang="EN-US">VIP</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>服务、大客户服务等纷纷出现。</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?;>分析不同背景、不同消费行为和态度客户对同一项服务感知的差异性（既</span><span lang="EN-US">U&A</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>调研），找出导致差异的关键影响因素，这是实施差异化服务的基础。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span lang="EN-US">2006</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>年，各行业差异化服务需求的背景下，满意度</span><span lang="EN-US">+U&A</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>的调研产品得到了市场的高度认同。其实在之前的满意度调研中，都会或多或少加入</span><span lang="EN-US">U&A</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>问题，但当时调研需求的重点不在于此，所以没有被深入分析和应用。在差异化服务需求的推动下，</span><span lang="EN-US">U&A</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>研究与满意度调研紧密联系，并发展了相关的技术，其中方差分析、卡方分析被充分使用，如下图所示：</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>
<p class="a" style="TEXT-INDENT: 21pt"><span lang="EN-US"><o:p> </o:p></span></p><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: 'Times new=" AR-SA? mso-bidi-language: ZH-CN; mso-fareast-language: EN-US; mso-ansi-language: New? Roman?;><a href="mailto:mason@dmworld.com.cn"></a></span>
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