Incorporating Customer Satisfaction into Service Operations Management

将客户满意度纳入服务运营管理

• 批准号: RGPIN-2017-05297
• 负责人: Araghi, Mojtaba
• 金额: $ 1.46万
• 依托单位: Wilfrid Laurier University
• 依托单位国家: 加拿大
• 项目类别: Discovery Grants Program - Individual
• 财政年份: 2020
• 资助国家: 加拿大
• 起止时间: 2020-01-01 至 2021-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=711601
• 关键词: Incorporating; Customer; Satisfaction; into; Service

Incorporating Customer Satisfaction into Service Operations Management Industry observers have emphasized the importance of incorporating customer satisfaction into firms' operational policies. However, there is a lack of analytical models due to the multidimensionality of service quality and its wide range of impacts on customers' behavior. Despite service access quality has been extensively studied in operations management, the focus is not on the overall customer relationship and the link between the service access quality and future demand is usually overlooked. By ignoring the effect of customers' satisfaction on their retention and repatronage intention, not only firms may over or under-estimate the future demand and take suboptimal operational decisions, but also they may harm their future marketing activities. The long term objective of my research is guided by the question: “How to help managers to achieve a sustainable growth in the service industry?” My goal is to quantify the impact of customers' satisfaction on their behavior and capture the interdependencies among operational decisions, marketing mix activities, and the service quality. I'll pursue three objectives. A) Better understanding the relationship between service access quality and customers' behavior. Service access measures are recorded in many service firms, specifically in call centers and can be linked to customers' reactions (e.g., retention or purchase frequency). Using data analytics techniques, I aim to quantify the effects of service access quality on customers' behavior. B) Optimizing operational decisions, incorporating customer satisfaction. Assuming customer satisfaction can be increased by improving service access quality, it becomes a key controllable aspect of a firm's relation with its customers. I will develop an analytical framework to track the flow of customers in response to service quality. Two models will be built to study the effect of competition and the behavior of strategic customers. C) Coordinating marketing and operational decisions, incorporating customer satisfaction. By coordinating operations and marketing decisions, a firm can effectively leverage service access quality to control customers' responses to the firm's acquisition and retention efforts. I aim to build an analytical integrated model that couple marketing and operational decisions, considering direct and indirect impacts of customers' satisfaction on their future demand. The proposed research agenda builds an analytically tractable framework that advances our understanding of the complex relation between operations and marketing decisions, and enables managers to identify and analyze feedback loops that govern the growth of the firm. This understanding is specifically beneficial for new startups, future drivers of Canadian economic growth, looking to reach their target growth rate.

将客户满意度纳入服务运营管理 行业观察人士强调了将客户满意度纳入公司运营政策的重要性。然而，由于服务质量的多维性及其对顾客行为影响的广泛性，目前还缺乏分析模型。 尽管服务获取质量在运营管理中已经得到了广泛的研究，但关注的焦点并不是整体的客户关系，服务获取质量与未来需求之间的联系往往被忽视。如果忽视顾客满意度对其留存和再光顾意愿的影响，企业不仅可能高估或低估未来的需求，做出次优的经营决策，而且还可能损害其未来的营销活动。 我研究的长期目标是这样一个问题：“如何帮助管理者实现服务业的可持续增长？”我的目标是量化客户满意度对他们行为的影响，并捕捉运营决策、营销组合活动和服务质量之间的相互依赖关系。我将追求三个目标。 A)更好地理解服务接入质量与客户行为之间的关系。 许多服务公司都记录了服务访问措施，特别是在呼叫中心，并且可以与客户的反应(例如，保留或购买频率)联系起来。利用数据分析技术，我的目标是量化服务访问质量对客户行为的影响。 B)优化运营决策，纳入客户满意度。 假设客户满意度可以通过提高服务获取质量来提高，那么它就成为企业与客户关系中一个关键的可控方面。我将开发一个分析框架来跟踪客户流对服务质量的响应。将建立两个模型来研究竞争的影响和战略客户的行为。 C)协调营销和运营决策，将客户满意度纳入其中。 通过协调运营和营销决策，公司可以有效地利用服务访问质量来控制客户对公司收购和保留努力的反应。我的目标是建立一个分析性的集成模型，将营销和运营决策结合起来，考虑客户满意度对他们未来需求的直接和间接影响。 拟议的研究议程建立了一个易于分析的框架，促进了我们对运营和营销决策之间复杂关系的理解，并使经理们能够识别和分析管理公司增长的反馈循环。这种理解对寻求达到目标增长率的新创业公司特别有利，这些公司是加拿大经济增长的未来驱动力。