Study On Customer Service Operation Of Fabricate-distributing Enterprise Based On Information Asymmetry Control

Market competition was fierce day by day, which made enterprises realized the importance of customer service operation. Most enterprises launched various kinds of service activities through customer service management, but the result is not obvious. The main reason was that most enterprises only paid attention to the hardware equipment input, ignored the setting-up of the service theory, the designing and managing of these own customer service operation and the communicating effectively with customers, have not set up the customer service operation mechanisms, relevant support platform and support system. Just on the basis of the deep understanding to the relevant problem of enterprise's customer service operation, the customer service operation was studied systematically on the background of a fabricate-distributing enterprise. First of all, fabricate-distributing enterprises were described, and the behaviors such as lifetime value, loyalty, service demand and service characteristics of all the interest entities in this type enterprises' service value chain were analyzed and explained, and most kinds of information in these entities were discussed. The service value chain of the fabricate-distributing enterpris was constructed and a case was given. Secondly, adopting the production costs of enterprises, selling price, service cost and advertisement and propaganda cost to evaluate the profits of the enterprise and to assess the relation between enterprises and customers. The life cycle relation model with six phases about enterprise and customer was established. An empirical study was given to test the validity of the model by using the soft programmed, based on the actual operation of n fabricate-distributing enterprise. On the basis of the life cycle relation model, classifying customer services into six types and analyzing the information tactics to different customer services adopted by enterprises. Thirdly, analyzing in detail all kinds of asymmetric information, defining product quality information asymmetry degree, product price information asymmetry degree and service information asymmetry degree throughout in the customer service, and expatiating the effect on customers' behavior by these information asymmetry degrees. The results showed that these information asymmetry degrees affected the buying behavior of customers, and enterprises could improve the relation and heighten the efficiency of communication with customers by adjusting information asymmetry degree. The information asymmetry control was analyzed, the SD notional model was constructed applying the method of system dynamics to analyze the causality of information, and the controlling mechanism of asymmetric information in customer service was studied in detail. The three kinds of customer service operation with event, activity and process were studied, and the customer service operation was simulated using the three working mechnsims as event-driven, activity-scanned and process-interfaced. The support platform of customer service with the three levels as basic, mid and core was established. On the basis of these working mechanisms and the support platform, the operation and support system was contucted, which included customer interfacing subsystem, service resource managing subsystem, service assessing subsystem, service layout subsystem, service stretagy subsystem, service information regulating subsystem, service remediating subsystem and interface managing subsystem. The function models and data tables of these subsystems were designed. Combined the basic datum of customer service operation of an domestic machinery manufacturing enterprise,an empirical study was given. Based on the SD conceptional model, the SD model was constructed, the equations were given, and the validity of the model was tested. After that, the strategies of customer service operation and the control of information asymmetry in it were analyzed. Finally, a conclusion was draw and some issues were pointed out for future research in the field of customer service operation.