Research On Service Design Based On CSL And The Influence To Customer Upgrading

In the fierce market competition, when many organizations can offer similar products on the price, features and quality, enterprises recognize increasingly that the diversity of customer service can bring unique competitive advantage. With marketing management development, managers also realize that different customer needs different levels and types of services, which not only meets the customer demand, but also make enterprise resource and effort used more effectively. It is effective methods to classify the customers by the value brought from them for determining the importance of different customers, and to make different strategy of sales and service in the light of different kinds of consumption and expectations, which can promote the profitability and competitive advantage of enterprises.In the paper, the problem that how to design service quality in market segment was analyzed., the definition of service level of enterprise was given including service costs and service devise of enterprise, the principal-agent model was established which made enterprise profit as the objective function, made the customer utility as the constraint condition. The service design decisions, factors which would made influence to it and its effect to custom upgrading were analyzed. The work includes the following aspects:(1) The problems that how to maximum the enterprise profit with decision variables were put forward in this paper based on the theories of customer relationship management, customer service, service level, mechanism design theory.(2) The Decision-making model of product/service was established, which made the price and quality of product and service as decision variables, expected profit of enterprise as objective function. The model explain that how the factors of custom preferences and custom types influence the product/service decision, profit and custom utility.(3) The evaluation function was given by assuming something about product characteristics and ordering strategy known, though which the profit function was established. And the custom-holding model was put forward to analyze that how the custom preferences and product quality make influence to service quality, service level, profit and custom utility.(4) Assuming custom information hidden, the upgrading of custom information was analyzed by calculation under current circumstances.