xx眼镜加盟店服务态度和水平调查方案(1)VIP专享VIP免费

xx眼镜加盟店服务态度和水平调查方案目录一、调查背景················································································2二、调查意义················································································2三、调查内容················································································2四、研究方法················································································3五、抽样方法················································································5六、访问员···················································································6七、预调查···················································································6八、作业进度表·············································································6九、结果形式················································································6十、研究费用预算··········································································6十一、后续···················································································6附：拦截访问调查问卷····································································7一、调查背景基本情况创办于1996年的鹭达眼镜店现有30余家连锁店，已成为中国眼镜行业内的知名眼镜品牌企业。每家店均拥有世界顶尖高科技设备，并引进国内著名眼科视光学院毕业的优秀技术人才。公司先后荣获“中华眼镜500强企业”、“全国质量服务消费者满意企业”、“福建金牌老字号”等称号，2005年10月，鹭达又荣膺中国商业行业的最高荣誉“中国商业名牌”。存在问题眼镜是个特殊的行业，专业和服务才是眼镜商家的取胜之道，由于鹭达眼镜是以加盟店的形式连锁，每个店的服务态度和服务水平各不一样，造成顾客评价参差不齐，难以形成统一的传播形象，不利于更有效地传播企业品牌形象。二、调查意义本次调查是针对厦门市鹭达眼镜各加盟店所进行的，其目的在于解决目前存在的服务态度和服务水平不统一的问题。通过对消费者分两步进行的定量和定性调查，了解各加盟店服务方面的状况及消费者对服务提出的要求。这些信息将帮助鹭达制定合理而有效的服务制度，并统一完善各加盟店的服务质量，有利于鹭达眼镜店整体品牌形象的传播。三、调查内容从调查目的出发的树状结构图如下：四、研究方法此本调查拟于厦门岛内进行，调查对象为鹭达眼镜店消费者。由于服务态度和服务水平各加盟店情况不同，而且调查态度、意见等属于复杂和抽象的问题，单靠定量调查不能得到我们所理想的结果，因此本调查分为两个阶段，将定量调查和定性调查结合起来：第一阶段为定量调查，调查法为拦截访问；第二阶段为定性调查，调查法为深度访谈。通过第一阶...