100820写作要求补充.docx
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100820写作要求补充.docx
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100820写作要求补充
1
HowtoimproveServiceQualitywiththetheoryofconstraints
---fittingintothecustomerserviceincaseofElectroluxCompany
Content
I.Introduction------------------------------------------------------------------------------------------------
II.Background------------------------------------------------------------------------------------------------
2.1.ReviewoftheElectroluxCompany--------------------------------------------------------------
2.2GeneralIntroductionoftheoriesofconstraints--------------------------------------------------
2.2.1.LogisticsParadigm-----------------------------------------------------------------------------
2.2.2.Globalperformancemeasures----------------------------------------------------------------
2.2.3Thinkingprocessandsolvingproblems----------------------------------------------------
2.2.4.Thetheoryofconstraintsinserviceenterprises-------------------------------------------
2.2.4.1Thelogisticsparadigminservices-----------------------------------------------
2.2.4.2Globalperformancemeasuresinservices-------------------------------------
2.2.4.3Thinkingprocessesinservices----------------------------------------------------
III.Literaturereview------------------------------------------------------------------------------------------
3.1.DefinitionServiceQuality--------------------------------------------------------------------------
3.2FeaturesofServiceQualityandchallengeofcustomerrelationshipmarketing-------------
3.3Theoriesofconstraints-------------------------------------------------------------------------------
3.4TheoryofSERVQUAL-------------------------------------------------------------------------------
3.5TheapplicationofTOCandSERVQUAL---------------------------------------------------------
3.6.RationalefortheResearchQuestion--------------------------------------------------------------
IV.ResearchMethods-----------------------------------------------------------------------------------------
4.1EvaluationofMethodsinthisResearch-----------------------------------------------------------
4.2DesignofthisResearch------------------------------------------------------------------------------
4.3QuestionnaireandElectronicSurvey---------------------------------------------------------------
4.4DataCollection---------------------------------------------------------------------------------------
V.DataAnalysis-----------------------------------------------------------------------------------------------
5.1DataAnalysisMethods-------------------------------------------------------------------------------
5.2GeneralFindingsandAnalysis---------------------------------------------------------------------
5.2.1GeneralFindings------------------------------------------------------------------------------
5.2.1.1GeneralFindingsinOverallStatus-----------------------------------------------
5.2.1.2Findingsindetailsrespectively----------------------------------------------------
5.2.1.3Otherfeedback-----------------------------------------------------------------------
5.3Correlationwiththehypothesis--------------------------------------------------------------------
VI.ConclusionandRecommendation-----------------------------------------------------------------------
6.1ConclusionwiththeElectroluxcase-----------------------------------------------------------------
6.2Recommendationinthefutureservices------------------------------------------------------------
VII.PersonalReflection----------------------------------------------------------------------------------------
VIII.Reference---------------------------------------------------------------------------------------------------
IX.Appendixes-------------------------------------------------------------------------------------------------
ABSTRACT
ThisdissertationassessesthedisseminationofTOCprinciplesintoservicesandlooksatbenefitsthatservicesarereapingasaresultfortheElectroluxcase,agloballeaderinhouseholdappliancesandappliancesforprofessionaluse.AninstrumenttoexplorethepenetrationofTOCprinciplesintoserviceswithoutusingavocabularyspecifictoTOCisdevelopedandvalidated.SERVQUALisadaptedtoevaluatetheimpactoftheTOCprinciplesonthefivedimensionsofcustomerservicequality--tangibles,reliability,responsiveness,assurance,andempathy.
Usingresponsessolicitedfromabroadrangeoforganizations,theuseoftheprinciplesunderlyingthelogisticsandthinkingprocessparadigmswasfoundtoleadtosignificantlyincreasedcustomerservicequality.Theuseoftheprinciplesunderlyingthelogisticsparadigmwasfoundtohavesignificantpositiveeffectsoneachofthedimensionsofcustomerservicequalitywiththeexceptionoftangibles.ServicesproviderscanincreasetheircustomerservicequalitybyimplementingTOCandSERVQUALprinciples.
Keywords:
servicequality,TOC(theoriesofconstraints),SERVQUAL,servicequality,Electrolux,
I.Introduction
Theworldhasbecomemorecompetitive,dynamic,uncertainandvolatilethanever(Kanter,1991).Tobesuccessful,manyfirmshavetocompeteontheglobalplayingfieldbecausethecostsassociatedwiththedevelopmentandmarketingofnewproductsaretoogreattobeamortizedonlyoveronemarket,evenalargeonesuchastheUnitedStatesorEurope,thenvirtuallytheworldatlarge.Itisessentialtothetheorythatsomeaspectofsmoothandextraordinaryservicesinthemarketpossessesascaleadvantage;thisistypicallyenvisionedasastrongeconomyofscaleinproduction,marketingordistribution.Competitionamonggeneralistorganizationsinthesemarketsconsistsofanever-escalatingwarforcustomerservice.
Despitetheseemingimportanceofservices,however,thereisnotmuchtheorytohelpresearchersorpractitionersexplaintheconditionsunderwhichservicesmatterinproductindustries.Muchoftheearlyworkonserviceswasdescriptive,simplydocumentingtheirrisebyhighlightingtheincreasingimportanceof“pure”serviceindustriessuchasfinancialservicesandretailintheeconomyandspellingoutthedifferencesbetweenmanagingproductandservicefirms(e.g.Heskett,1986).Morerecentworkhasstudiedhowmanufacturingfirmscansuccessfullyorganizeandstructurethemselvestoexploreandexploitserviceopportunitiesassourcesofrevenueandprofits(Davies,2004;Oliva&Kallenberg,2003;Wise&Baumgartner,1999).Thegeneralviewthatemergesfromtheservicesliteratureisthatservicestendtobecomeimportantformanufacturingfirmsoncetheirindustriesreachamature(Olive&Kallenber,2003;Potts,1988).
Hence,ThemainpurposeofthisdissertationistoadaptanspecificanalysisonthecustomerserviceanddevelopmenthypothesisfortheElectroluxcase,mainlyreferringtoitscharacteristicofsoundmanufacturingbasefortheelectronicproducts,whichwouldmainlyadaptthetheoryofTOCaswellastheSERVQUALtomakeastudyonthesuccesscaseofElectroluxintheEuropean
II.Background
2.1.ReviewoftheElectroluxCompany
Electrolux,foundedinSwedenandheadquarteredinStockholm,isagloballeaderinhouseholdappliancesandappliancesforprofessionaluse,sellingmorethan40millionproductstocustomersinmorethan150marketseveryyear,andisalsooneofthelargestcommercialelectronicproductsmanufacturers.Thecompanyfocusesoninnovationsthatarethoughtfullydesigned,basedonextensiveconsumerinsight,tomeettherealneedsofconsumersandprofessionals.
Electroluxisaglobalfamouselectronicequipmentmanufacturecompany,whichisalsothebiggestkitchen,washingmachineandexternalelectronicmanufactoryandthecommercialelectricalequipmentmanufacture.ThefounderofElectroluxinventedthefirsthouseholdvacuumcleanerin1912,alsothefirsthouseholdrefrigeratorin1925intheworld.Inthefollowingover80years,itmergersnearly400householdfactoriesandtheirbrands,whichcametobeaprofessionalhouseholdelectricalproductmanufacturingleaderinvolvinginthefieldoftraditionalhouseholdappliances,aswellascateringfacilitiesandgardeningequipments,whichmadeitfinallybecameaprofessionalmanufacturerofhouseholdelectricalappliances.Withoverall100,000employeesand22factoriesinEurope,itstotalsalesof2004wereover16billionUSdollars,takingup25%oftheshareoftheglobalmarketofthisindustry.Therearetotally350millionfamilieswhoareowningorusingElectrolux'sproductsallovertheworld.
Electrolux'sitemscoverrefrigerators,washingmachines,airconditioners,vacuumcleaners,kitchenranges,chainsaws,weedingmachines,householdminitractorsandsoon,withsubordinatewell-knownbrandssuchasAEG,Electrolux,Zanussi,Frigidaire,Eureka,FlymoandHusqvarna.EnteringintoChina'smarketin1987,ElectroluxCompanyhasestablished5jointventurecompanies.Atpresent,over40%ofChina'srefrigeratorsuppliersareusingElectrolux’scompressors.
Asitssaleshasreachedover120billionSwedishkrona,Electroluxbecomesthebiggestmanufacturerofhouseholdelectricalappliancesintheworld(includingwashingmachines,dishwashers,refrigeratorsandvacuumcleaners).AsaSwedencompanywithsmalllocalmarket,Electroluxhasalwayshadtolookfornewmarketsforitsowndevelopment.Untiltheyearof2000,morethan85%ofitssaleshavebeengeneratedoutsideSweden,inwhichalittlemorethan50%camefromWesternEuropeandanother30%'sfromNorthernAmerica.However,themostrapidgrowthofrecentyearswasfromAsia,EasternEuropeandLatinAmerica(takingup6.4%ofannualrevenue).Uptot
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