本文選題：泉州電信　切入點：年輕群體　出處：《華僑大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在移動互聯(lián)網(wǎng)時代,通信業(yè)三大運營商的市場占有份額將被重新分配,市場格局也將重新被定位。年輕群體以其個性突出鮮明、市場容量大、培育度高、成長潛力大等特點,歷來被這三大運營商視為重要的目標市場,在這一目標市場的投入也往往大于其他目標市場。本研究以泉州電信為研究對象,分析導(dǎo)致該公司年輕群體客戶整體滿意度狀況不佳的原因,選取了顧客滿意度理論為模型構(gòu)建的基石,構(gòu)建泉州電信年輕群體客戶滿意度影響因素的研究模型,并以泉州電信年輕群體客戶為調(diào)查對象,收集實證數(shù)據(jù)并展開實證分析。本文在結(jié)合文獻回顧及泉州電信年輕群體客戶特征的基礎(chǔ)上,提出如下假設(shè):認為該類客戶群體對泉州電信的企業(yè)形象、產(chǎn)品質(zhì)量、服務(wù)質(zhì)量、資費因素、關(guān)系質(zhì)量以及新業(yè)務(wù)感知的評價,會影響其滿意度。通過實證發(fā)現(xiàn),除資費因素對泉州電信年輕群體客戶滿意度影響不顯著外,其他五個變量均對客戶滿意度產(chǎn)生正向影響,且這五個變量對泉州電信年輕群體客戶滿意的影響力度從強到弱依次為:產(chǎn)品質(zhì)量(標準β2=0.411)、企業(yè)形象(標準β1=0.235)、關(guān)系質(zhì)量(標準β5=0.141)、服務(wù)質(zhì)量(標準β3=0.123)、新業(yè)務(wù)感知(標準β6=0.107)。可見,泉州電信在后續(xù)經(jīng)營發(fā)展過程中,針對年輕群體客戶市場可適當減少資費方面的投入,著重提高產(chǎn)品質(zhì)量和企業(yè)形象,并關(guān)注關(guān)系質(zhì)量、服務(wù)質(zhì)量及新業(yè)務(wù)感知等。本文通過實證研究,認為泉州電信可通過以下幾點來提高年輕群體客戶滿意度:其一,泉州電信應(yīng)尤其注重通訊質(zhì)量、網(wǎng)絡(luò)覆蓋以及網(wǎng)絡(luò)接通率等方面的建設(shè),盡快完善目前網(wǎng)絡(luò)信號覆蓋差的問題;其二,泉州電信可通過加強營業(yè)廳風格轉(zhuǎn)變以及實行店長制管理來提高企業(yè)形象;其三,泉州電信可通過加強服務(wù)培訓(xùn)和優(yōu)化業(yè)務(wù)處理流程來提高服務(wù)質(zhì)量;其四,泉州電信可利用互聯(lián)網(wǎng)構(gòu)建與年輕群體客戶及時溝通和共享的渠道,進而提高年輕群體客戶對關(guān)系質(zhì)量的感知;其五,泉州電信可對新業(yè)務(wù)進行優(yōu)化并不斷創(chuàng)新,及時滿足該類群體客戶需求,進而提高滿意度。
[Abstract]:In the era of mobile Internet, the market share of the three major telecom operators will be redistributed and the market pattern will also be reoriented. Young groups are characterized by their distinctive personality, large market capacity, high degree of cultivation, and great potential for growth. These three operators have always been regarded as an important target market, and the investment in this target market is often greater than that in other target markets. This paper analyzes the causes of the unsatisfactory customer satisfaction of the young group of the company, selects the customer satisfaction theory as the foundation stone of the model construction, and constructs the research model of the influencing factors of the customer satisfaction of the young group of Quanzhou Telecom. And take Quanzhou telecom young group customer as the investigation object, collect the empirical data and carry out the empirical analysis. This article combines the literature review and the Quanzhou telecommunication young group customer characteristic foundation, The following hypotheses are put forward: this kind of customer group will affect the satisfaction degree of Quanzhou Telecom's enterprise image, product quality, service quality, tariff factor, relationship quality and new business perception. Except for the fact that the tariff factors have no significant effect on the customer satisfaction of Quanzhou Telecom, the other five variables have a positive effect on the customer satisfaction. And the influence of these five variables on the customer satisfaction of the young group of Quanzhou Telecom is as follows: product quality (standard 尾 _ 2o _ (0.411)), corporate image (standard 尾 _ (1) = 0.235), relationship quality (standard 尾 _ (50.141)), service quality (尾 _ 3N _ (0.123)), New business perception (Standard 尾 _ (60.107)), etc. Quanzhou Telecom, in the course of its subsequent operation and development, aims at the young group customer market to appropriately reduce the investment in tariff, focus on improving the product quality and corporate image, and pay attention to the quality of the relationship. Based on the empirical research, this paper holds that Quanzhou Telecom can improve the customer satisfaction of young people through the following points: first, Quanzhou Telecom should pay special attention to the quality of communication. Network coverage and network connection rate construction, as soon as possible to improve the current network signal coverage problem; second, Quanzhou Telecom can enhance the corporate image by strengthening business hall style change and the implementation of store-manager system management; third, Quanzhou Telecom can improve service quality by strengthening service training and optimizing business process. Fourth, Quanzhou Telecom can use the Internet to build channels for timely communication and sharing with young group customers. The fifth, Quanzhou Telecom can optimize and innovate the new business, meet the needs of this kind of group customers in time, and then improve the satisfaction.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626;F274

【參考文獻】

相關(guān)期刊論文 前8條

1 王維;;4G時代以客戶感知為基礎(chǔ)的通信服務(wù)質(zhì)量評價[J];科技創(chuàng)新與應(yīng)用;2016年27期

2 譚暉;李婧琦;楊林;廖振松;;基于感知模型的客戶滿意度研究[J];信息通信;2016年07期

3 周婷婷;汪筱蘭;;基于顧客滿意的中國移動4G業(yè)務(wù)高校推廣策略[J];中國市場;2015年40期

4 張瑋;;我國電信企業(yè)客戶滿意度研究——基于S市移動公司的實證分析[J];科技信息;2010年17期

5 梁波,吳俊峰,舒華英;移動通信客戶保持及其決定因素實證研究[J];北京郵電大學(xué)學(xué)報(社會科學(xué)版);2005年04期

6 白長虹,廖偉;基于顧客感知價值的顧客滿意研究[J];南開學(xué)報;2001年06期

7 唐守廉,張靜;電信資費及其管制[J];電信科學(xué);2000年11期

8 王學(xué)彬;企業(yè)營銷戰(zhàn)略:關(guān)注消費者滿意度與忠誠感[J];經(jīng)濟經(jīng)緯;2000年04期

相關(guān)博士學(xué)位論文 前1條

1 孟慶紅;基于顧客滿意度的電信運營商競爭優(yōu)勢研究[D];電子科技大學(xué);2012年

相關(guān)碩士學(xué)位論文 前5條

1 蔡銀珠;移動通信服務(wù)業(yè)顧客滿意度及忠誠度影響因素比較研究[D];延邊大學(xué);2013年

2 牛華;中國移動3G客戶滿意度模型及影響因素分析[D];首都經(jīng)濟貿(mào)易大學(xué);2013年

3 鄭云;第三代移動通信客戶滿意度提升策略研究[D];上海交通大學(xué);2012年

4 孫炎;中國聯(lián)通3G客戶滿意度影響因素調(diào)查項目實施管理研究[D];北京郵電大學(xué);2012年

5 王丹丹;基于SEM的電信顧客滿意度微觀模型研究[D];南京財經(jīng)大學(xué);2010年

，

本文編號：1565583