【摘要】：隨著科學(xué)技術(shù)不斷提升,在互聯(lián)網(wǎng)時代的背景下,移動通信市場的競爭也越發(fā)激烈。面臨如此巨大的挑戰(zhàn),運營商相繼使用服務(wù)戰(zhàn)略爭取潛在客戶并取得競爭優(yōu)勢。提升顧客滿意度進而建立和維護顧客忠誠逐漸成為企業(yè)客戶關(guān)系管理中較為重視的課題。校園移動通信市場是潛在客戶群體最為龐大的市場,本文選取這一市場作為研究對象。通過對相關(guān)文獻的回顧,將顧客滿意的影響因素歸納確定為產(chǎn)品質(zhì)量、信息服務(wù)系統(tǒng)、關(guān)系質(zhì)量、資費因素和服務(wù)質(zhì)量五個方面,建立一個整體模型來研究這些影響因素與顧客滿意的關(guān)系,同時對顧客滿意和顧客忠誠之間的影響關(guān)系進行研究。通過項目分析、信效度分析、樣本信息的描述性分析、顧客特征與顧客滿意的偏相關(guān)分析、顧客滿意影響因素的因子分析、結(jié)構(gòu)方程模型分析等方法對數(shù)據(jù)處理分析,得出以下結(jié)論。第一,移動通信服務(wù)業(yè)的產(chǎn)品質(zhì)量對顧客滿意存在顯著的正向影響。移動通信運營商需在有關(guān)產(chǎn)品質(zhì)量方面進一步強化管理,保證通話質(zhì)量和接通率,增強網(wǎng)絡(luò)信號,擴大網(wǎng)絡(luò)覆蓋面。第二,移動通信服務(wù)業(yè)的關(guān)系質(zhì)量對顧客滿意存在顯著的正向影響。運營商應(yīng)開發(fā)適合于客戶的個性化服務(wù)、增強與客戶的互動交流、實時共享信息并保持關(guān)系的持續(xù)性等。第三,移動通信服務(wù)業(yè)的服務(wù)質(zhì)量對顧客滿意不存在顯著的正向影響�？梢缘贸鲈谛@移動通信市場中,運營商服務(wù)質(zhì)量的各個維度,如營業(yè)廳舒適度、員工形象及服務(wù)態(tài)度、業(yè)務(wù)受理的便捷性、員工的專業(yè)能力等不影響客戶的滿意度。第四,移動通信服務(wù)業(yè)的資費因素對顧客滿意存在顯著的正向影響。為了提高用戶的滿意度,運營商需要在資費方面采取措施,例如強化收費的合理性、減少計費失誤情況的發(fā)生、根據(jù)客戶需求開發(fā)更多人性化的套餐等。第五,移動通信服務(wù)業(yè)的信息系統(tǒng)與顧客滿意呈顯著正相關(guān)。運營商需保證電話客服、網(wǎng)上營業(yè)廳辦理業(yè)務(wù)的便捷性,通過支撐網(wǎng)站向顧客提供更多的信息服務(wù)。第六,移動通信服務(wù)業(yè)顧客滿意對顧客忠誠有顯著的正向影響。首先應(yīng)該使顧客對所使用的產(chǎn)品感到滿意從而產(chǎn)生一定的態(tài)度忠誠,向他人推薦使用該運營商的服務(wù)及產(chǎn)品進一步形成行為忠誠,最終表現(xiàn)為繼續(xù)使用該運營商的產(chǎn)品或服務(wù)。
[Abstract]:With the development of science and technology, the competition of mobile communication market is becoming more and more fierce under the background of Internet era. Faced with such a huge challenge, operators have used service strategy to win over potential customers and gain competitive advantage. To improve customer satisfaction and establish and maintain customer loyalty has gradually become a more important issue in enterprise customer relationship management. Campus mobile communication market is the largest potential customer market, this paper selects this market as the research object. Based on the review of relevant literature, the influencing factors of customer satisfaction are summarized into five aspects: product quality, information service system, relationship quality, tariff factor and service quality. A global model is established to study the relationship between these factors and customer satisfaction, and the relationship between customer satisfaction and customer loyalty is also studied. Through item analysis, reliability and validity analysis, descriptive analysis of sample information, partial correlation analysis of customer characteristics and customer satisfaction, factor analysis of influencing factors of customer satisfaction, structural equation model analysis, etc. Draw the following conclusions. First, the product quality of mobile communication service industry has a significant positive impact on customer satisfaction. Mobile communication operators need to further strengthen the management of product quality to ensure the quality and connection rate, enhance the network signal, and expand the network coverage. Second, the relationship quality of mobile communication service industry has a significant positive impact on customer satisfaction. Operators should develop personalized services suitable for customers, enhance interaction with customers, share information in real time and maintain the continuity of relationships, etc. Thirdly, there is no significant positive effect of service quality on customer satisfaction. It can be concluded that in the campus mobile communication market, the various dimensions of service quality of operators, such as the comfort of business hall, the image and service attitude of employees, the convenience of business acceptance, the professional ability of employees, etc., do not affect customer satisfaction. Fourthly, there is a significant positive effect on customer satisfaction by the tariff factors of mobile communication service industry. In order to improve customer satisfaction, operators need to take measures in tariff, such as strengthening the reasonableness of charges, reducing the occurrence of billing errors, and developing more humanized packages according to the needs of customers. Fifth, the information system of mobile communication service industry is positively correlated with customer satisfaction. Operators need to ensure telephone customer service, online business office to handle business convenience, through supporting the site to provide customers with more information services. Sixth, customer satisfaction has a significant positive impact on customer loyalty in mobile communication services. First of all, the customer should be satisfied with the products used to produce a certain degree of attitude loyalty, recommend to others the use of the operator's services and products to further form a behavioral loyalty, and ultimately continue to use the carrier's products or services.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626;F274

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