發(fā)布時(shí)間：2018-10-12 12:51

【摘要】： 隨著市場(chǎng)競(jìng)爭(zhēng)的不斷加劇,通信行業(yè)的競(jìng)爭(zhēng)重點(diǎn)由產(chǎn)品競(jìng)爭(zhēng)轉(zhuǎn)向品牌競(jìng)爭(zhēng),運(yùn)營(yíng)商越來(lái)越重視品牌建設(shè),運(yùn)營(yíng)商的營(yíng)銷(xiāo)戰(zhàn)略也從以往的產(chǎn)品導(dǎo)向轉(zhuǎn)為顧客導(dǎo)向。同時(shí),由于通信市場(chǎng)日趨飽和,客戶(hù)增長(zhǎng)速度放緩,通信企業(yè)對(duì)存量客戶(hù)的爭(zhēng)奪不斷加劇,企業(yè)更加重視與顧客建立長(zhǎng)期穩(wěn)固的關(guān)系,顧客忠誠(chéng)對(duì)企業(yè)也越來(lái)越重要。因?yàn)橹艺\(chéng)客戶(hù)在為通信企業(yè)帶來(lái)更高價(jià)值的同時(shí),也節(jié)省了通信企業(yè)的營(yíng)銷(xiāo)成本。培育和維護(hù)忠誠(chéng)的客戶(hù)群體已經(jīng)成為各大移動(dòng)運(yùn)營(yíng)商市場(chǎng)制勝的重要策略,服務(wù)品牌忠誠(chéng)成為企業(yè)取勝的關(guān)鍵。 但是,目前對(duì)于服務(wù)業(yè)品牌忠誠(chéng)的影響因素,學(xué)術(shù)界還存在著不同的觀點(diǎn),對(duì)于服務(wù)品牌忠誠(chéng)的具體作用機(jī)理也沒(méi)有明確的結(jié)論。在電信服務(wù)品牌忠誠(chéng)建設(shè)實(shí)踐中,同樣存在這樣的問(wèn)題。本文在品牌忠誠(chéng)概念和理論的基礎(chǔ)上,通過(guò)對(duì)國(guó)內(nèi)外學(xué)者有關(guān)服務(wù)忠誠(chéng)決定因素研究的學(xué)習(xí)和理解,結(jié)合通信行業(yè)的行業(yè)特征,建立了電信服務(wù)忠誠(chéng)影響因素模型,通過(guò)實(shí)證研究,利用結(jié)構(gòu)方程(SEM)對(duì)模型分別進(jìn)行回歸分析與修正優(yōu)化,最終得出電信服務(wù)品牌忠誠(chéng)影響因素模型的作用機(jī)理。最后根據(jù)通信行業(yè)的現(xiàn)狀和特點(diǎn),結(jié)合研究結(jié)論,提出通信企業(yè)可采取的客戶(hù)服務(wù)品牌忠誠(chéng)管理的建議與措施。
[Abstract]:With the increasing competition in the market, the competition focus of the communication industry has shifted from product competition to brand competition. Operators pay more and more attention to brand construction, and the marketing strategy of operators has changed from product orientation to customer orientation. At the same time, due to the saturation of the communication market and the slowing down of the customer growth rate, the competition for the stock customers is becoming more and more serious. Enterprises pay more attention to the establishment of long-term stable relationship with the customers, and customer loyalty is becoming more and more important to the enterprises. Because loyal customers not only bring higher value to communication enterprises, but also save marketing costs. The cultivation and maintenance of loyal customer groups has become an important strategy for major mobile operators to win the market. Service brand loyalty has become the key to win. However, at present, there are still different views on the influencing factors of service brand loyalty, and there are no clear conclusions on the specific mechanism of service brand loyalty. In the telecommunication service brand loyalty construction practice, also exists such question. On the basis of the concept and theory of brand loyalty, through the study and understanding of domestic and foreign scholars on the determinants of service loyalty, combined with the industry characteristics of the communication industry, this paper establishes a model of the influencing factors of telecom service loyalty. Through empirical research, the model is analyzed and optimized by structural equation (SEM). Finally, the mechanism of influencing factors model of telecom service brand loyalty is obtained. Finally, according to the current situation and characteristics of the communication industry, combined with the conclusion of the research, the paper puts forward some suggestions and measures of customer service brand loyalty management that can be taken by the communication enterprises.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F626;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 戴莉;服務(wù)品牌對(duì)顧客滿(mǎn)意、顧客忠誠(chéng)的影響[D];華南理工大學(xué);2011年

2 蔣曉燕;通信企業(yè)服務(wù)缺失的彌補(bǔ)與顧客忠誠(chéng)度關(guān)系的研究[D];南京郵電大學(xué);2011年

3 金媛媛;品牌推廣及其應(yīng)用性研究[D];南京林業(yè)大學(xué);2010年

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本文編號(hào)：2266178