澳大利亚某大学硕士毕业论文：探讨客户服务管理的战略方针及局限性和未来研究

Conclusions and implication
结论和意义

The aim of this paper has been to explore a strategic approach to customer service management and apply it to a footwear manufacturer in Australian market that distributes its products to retailers. Australian TCF industry has been experienced policy changing and market globalization. Retailers face more fierce market pressure under new business environment. They expect manufacturers or suppliers to respond their requests more efficiently to ensure product availability for consumer satisfaction. Retailers are able to switch suppliers or outsource production to the third party in developing countries for lower cost. Manufacturer or supplier who can not provide satisfactory customer service to retailers will lose their competitive positions. Therefore, it is generally not easy for footwear manufacturers or suppliers to sustain competitive advantages based only on a cost leadership strategy in Australian footwear retailing. Rather, managing customer service enables manufacturers or suppliers to set appropriate customer service policies to enhance retailer satisfaction. This paper examined customer service management models in literatures and developed a strategic approach. Customer service management should begin with the customers’ needs and preferences. If footwear manufacturers or suppliers understand what dimensions retailers use to judge customer service quality, they can take efficient actions to monitor and enhance customer service quality so that the level of satisfaction could be increased. The following conclusions were drawn through the study.
本文的目的是探讨客户服务管理的战略方针，并将其应用到鞋类制造商在澳大利亚市场上销售其产品给零售商。澳大利亚TCF行业一直经验丰富的政策变化和市场全球化。新的商业环境下，零售商面临着更加激烈的市场压力。他们期望制造商或供应商，以更有效地回应他们的要求，以确保产品的可用性，让消费者满意。零售商能够切换供应商或生产外包给成本较低的发展中国家的第三方。制造商或供应商，谁也不能为客户提供满意的服务，零售商将失去其竞争地位。

 A total of four key service measurements for the footwear manufacturer were identified. They are: (1) sales & promotion; (2) order & delivery efficiency; (3) post-sales support; (4) product. To achieve a high level of retailer satisfaction, the footwear manufacturer should improve all four key service measurements.
一共有四个关键服务测量鞋履制造商进行了鉴定。它们分别是：（1）销售和推广;（2）订单交付效率;（3）售后支持;（4）产品。

 According to measurement-level impact-satisfaction analysis, “sales & promotion” and “order & delivery efficiency” had relatively high impacts on overall satisfaction but less level of satisfaction. They were assigned to the area of ‘to be improved’ of Impact-Satisfaction model. It is recommended that the manufacturer should focus on service measurements which have high impact degree on the overall customer satisfaction to utilize organization resources efficiently. Therefore, “sales & promotion” and “order & delivery efficiency” are the first priority area to improve.
根据测量水平的影响满意度分析，“销售及推广”和“订单交付效率”的总体满意度，但较少的满意程度相对较高的影响。
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 For measurements ““sales & promotion” and “order & delivery efficiency” , item-level impact-satisfaction analysis suggested that the following loaded items: response to problem, stock and order systems, accuracy of order, completeness of order, ability of advice on product non-availability, and order status tracking service had high impact on measurements performance. Improving these critical items will help to move measurements “sales & promotion”, “order & delivery efficiency” from “to be improved area” to “excellent area” thus manufacturer’s competitive advantages can be developed.
”测量“，”销售及推广“和”订单交付效率“，项目层面的影响满意度分析表明，以下加载项：响应问题，库存和订单系统，顺序的准确性，完整性秩序，能力对产品的非有效性和订单状态跟踪服务的意见有较高的测量性能的影响。改善这些关键项目，将有助于移动测量“销售及推广”，“订单交付效率”，从“改进区”，“优秀区”，从而可以开发制造商的竞争优势。

 For ‘surplus’ service measurement, product and ‘discretionary’ service measurement, post-sales support, maintain current service level to prevent them violating overall retailer satisfaction is necessary.
对于盈余测量服务，产品和“全权委托”服务测量，售后支持，维持目前的服务水平，以防止他们违反整体零售商满意度是必要的。

 Associating the above findings with the footwear manufacturer’s logistics processes, it is noted that logistics processes determine customer service quality delivered while expected customer service requires efficient related logistics processes. The footwear manufacturer should pay attention on related logistics processes and develop relevant improvement plan.
上述调查结果与鞋类制造商的物流流程关联，它指出，物流流程，确定客户的服务质量，而预期的客户服务交付需要高效的相关物流过程。

 The customer service management approach explored in this study provided practical information for the footwear manufacturer management to evaluate retailers demand and current customer service policies. The results can help the manufacturer pinpoint which service quality measurements need to be measured and in which of them its performance should be improved or maintained. It is also of immediate benefit to the manufacturer for its customer service policies when dealing with its retailers.
客户服务管理办法在这项研究中探讨鞋履制造商管理提供实用信息，以评估零售商的需求和当前的客户服务政策。

Limitations and future research
局限性和未来研究

There are some limitations in this study. First, this study was focus on specific customer group (retailer) of a specific region (Victoria, Australia). Results could not be generalized to other customer groups in other states of Australia. If the survey is carried out with customer sub-samples, differences in their evaluation can be noted. It could be taken as one of future research directions.
在这项研究中有一定的局限性。首先，这项研究是专注于一个特定的地区（澳大利亚维多利亚州）的特定客户群（零售商）。结果不能推广到其他客户群在澳大利亚其他州。

 Second, sample size is very small. Generalization to other firms or industries is low and hypothesis generation is impossible. Only one footwear manufacturer was studied. Although the case study provided detailed descriptive analysis, the findings could not be applied to Australian TCF industry as a whole. If the study is carried out in more organizations, retailers demand can be captured more broadly. Findings will be more meaningful.
其次，样本大小是非常小的。推广到其他企业或产业低，产生假设是不可能的。

Third, the evaluation of the customer service is carried out on an ad hoc basis, because the retailers’ perceptions on the manufacturer’s service may change regularly. The findings may lead to a re-examination at which measurements the manufacturer should improve or maintain it.
三，客户服务评价进行临时性，因为零售商对制造商的服务可定期更换。

Future research should make several extensions of the current study. First, to use more diversified random samples to enhance the verify generalization of the study findings. Next, a future study needs to examine the relationships between customer service management with organization financial performance.