Status Survey And Optimization Strategy Research Of WH Company's Service Quality

In the era of economic globalization and the increasing competitiveness of foreign-funded enterprises,China's manufacturing industry is facing a comprehensive transformation.As one of the important suppliers of communication equipment industry,WH has lost 13% profit in the first three quarters of 2017,lost a large area of customers and the market share is not optimistic either.According to this research,we can help WH recognize its strengths and weaknesses,opportunities and challenges,and provide targeted optimization suggestions for its transformation from simple equipment suppliers to service providers.This research takes the WH company as the object,mainly using the questionnaire,through the comprehensive use of qualitative and quantitative research methods,supplemented by literature research and customer interviews,make basic discussion and analysis on the industry of WH company,aim at in-depth system analysis on the problems of the communication equipment industry,and put forward the optimization strategies to solve the existing problems,in order to provide theory and practice suggestion for the industry reform and transformation.Although the communication equipment industry is relatively new technology manufacturing industry,by the continuous maturity of the industry,the pattern has basically been formed,the number of enterprises in the industry is increasing,at the same time the market demand is basically stable,therefore,the competition is intensified and the living environment is deteriorating.Through empirical survey research on the current situation of WH service based on customer satisfaction found that: investment and facilities at first-tier cities are much more higher,and three or four line cities is relatively low;customer regard the service department is very busy,but the satisfaction with the instant degree,the exact degree,the rapid degree and the extra degree still on low level;basic literacy of company service personnel is relatively good,but the level of connotation of the service is relatively low,only focus on meticulous and thoughtful,good attitude,high enthusiasm,but the higher-level is not enough,such as lack of personalized services,grasp the characteristics of frequent customers,capacity of draw inferences about other cases from one instance,forecast ability;etc..As to the problems found in the questionnaire survey,three strategies for improving the service quality of WH company are put forward: controlling the relationship process,providing personalized service;controlling the interaction process,improving the added value;grasping the core dimensions,improving customer satisfaction.Hoping this survey can help to improve the service situation of WH company.