電信企業(yè)服務(wù)補救與顧客忠誠關(guān)系研究
發(fā)布時間：2019-01-20 10:57
【摘要】：近年來我國電信企業(yè)間的競爭逐漸加劇,2014年中國鐵塔公司成立,電信企業(yè)之間的競爭開始由基礎(chǔ)設(shè)施的建設(shè)轉(zhuǎn)移到優(yōu)化服務(wù)上來,隨著虛擬運營商的加入,電信企業(yè)將迎來新的挑戰(zhàn)。如何提供優(yōu)質(zhì)的服務(wù)成為電信企業(yè)爭奪顧客的根本,然而由于電信服務(wù)的特殊性,服務(wù)失誤不可避免,顧客可能由此而產(chǎn)生不滿,導(dǎo)致顧客流失以及負(fù)面的企業(yè)形象。積極的服務(wù)補救能有效降低顧客的不滿情緒,然而服務(wù)補救也有低效和高效之分,高質(zhì)量的服務(wù)補救不僅能有效消除顧客的憤怒,重塑顧客信任和滿意,防止顧客流失,還有可能拉近與顧客的距離,提高顧客忠誠,樹立企業(yè)正面形象。 因此,本文從服務(wù)補救質(zhì)量的角度出發(fā),研究電信企業(yè)服務(wù)補救對顧客忠誠的影響機制。本文結(jié)合理論研究與實證分析,在大量文獻(xiàn)研讀、分析的基礎(chǔ)上,綜合電信企業(yè)的特殊性,引入關(guān)系質(zhì)量作為中間變量,構(gòu)建了電信企業(yè)服務(wù)補救質(zhì)量與顧客忠誠的關(guān)系模型,據(jù)此提出了服務(wù)補救質(zhì)量、關(guān)系質(zhì)量和顧客忠誠的相關(guān)假設(shè)。然后根據(jù)理論模型和研究假設(shè)編制本文的調(diào)研量表,以問卷的方式收集數(shù)據(jù),并采用SPSS、AMOS統(tǒng)計分析軟件分析數(shù)據(jù),通過信度檢驗、效度檢驗、結(jié)構(gòu)方程模型檢驗、中介效應(yīng)檢驗、調(diào)節(jié)效應(yīng)檢驗等方法,對本文的研究假設(shè)進(jìn)行了驗證。研究結(jié)果表明在服務(wù)補救質(zhì)量的各個構(gòu)面中,程序質(zhì)量、結(jié)果質(zhì)量分別通過程序差距、結(jié)果差距顯著正向影響關(guān)系質(zhì)量,而關(guān)系質(zhì)量顯著正向影響顧客態(tài)度忠誠和行為忠誠,其中,轉(zhuǎn)換成本在關(guān)系質(zhì)量與顧客行為忠誠之間起調(diào)節(jié)作用。最后,根據(jù)研究結(jié)果,本文對電信企業(yè)實施服務(wù)補救在補救質(zhì)量方面提供了相應(yīng)的建議。
[Abstract]:In recent years, the competition among telecom enterprises in our country has gradually intensified. In 2014, the China Iron Tower Company was established, and the competition among telecom enterprises began to shift from the construction of infrastructure to the optimization of services. With the addition of virtual operators, Telecom enterprises will face new challenges. How to provide high quality service becomes the fundamental for telecom enterprises to compete for customers. However, due to the particularity of telecom service, service failure is inevitable, and customers may be dissatisfied, which may lead to the loss of customers and negative corporate image. The positive service remedy can effectively reduce the customer's dissatisfaction, but the service remedy also has the low efficiency and the high efficiency, the high quality service remedy can not only effectively eliminate the customer's anger, restore the customer's trust and satisfaction, prevent the customer from losing. It is also possible to close the distance with customers, improve customer loyalty, and establish a positive image of the enterprise. Therefore, from the point of view of service recovery quality, this paper studies the influence mechanism of telecom service remedy on customer loyalty. Combined with theoretical research and empirical analysis, based on a large amount of literature study and analysis, this paper synthesizes the particularity of telecom enterprises and introduces the relationship quality as the intermediate variable to construct the relationship model between the service remediation quality and customer loyalty of telecom enterprises. The related assumptions of service remediation quality, relationship quality and customer loyalty are put forward. Then, according to the theoretical model and research hypothesis, the research scale is compiled, the data is collected by questionnaire, and the data is analyzed by SPSS,AMOS statistical analysis software, through reliability test, validity test, structural equation model test. The hypothesis of this paper is verified by the methods of intermediary effect test and adjustment effect test. The results show that the quality of procedure and the quality of result affect the quality of relationship positively, while the quality of relationship affects customer's attitude loyalty and behavior loyalty significantly, and the quality of service remedy affects the quality of relationship through the difference of procedure, and the difference of result positively affects the quality of relationship, while the quality of relationship affects customer's attitude loyalty and behavior loyalty. Among them, switching cost plays a regulating role between relationship quality and customer behavior loyalty. Finally, according to the research results, this paper provides the corresponding suggestions on the remediation quality of telecom enterprises to implement service remediation.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F626
本文編號：2411977
[Abstract]:In recent years, the competition among telecom enterprises in our country has gradually intensified. In 2014, the China Iron Tower Company was established, and the competition among telecom enterprises began to shift from the construction of infrastructure to the optimization of services. With the addition of virtual operators, Telecom enterprises will face new challenges. How to provide high quality service becomes the fundamental for telecom enterprises to compete for customers. However, due to the particularity of telecom service, service failure is inevitable, and customers may be dissatisfied, which may lead to the loss of customers and negative corporate image. The positive service remedy can effectively reduce the customer's dissatisfaction, but the service remedy also has the low efficiency and the high efficiency, the high quality service remedy can not only effectively eliminate the customer's anger, restore the customer's trust and satisfaction, prevent the customer from losing. It is also possible to close the distance with customers, improve customer loyalty, and establish a positive image of the enterprise. Therefore, from the point of view of service recovery quality, this paper studies the influence mechanism of telecom service remedy on customer loyalty. Combined with theoretical research and empirical analysis, based on a large amount of literature study and analysis, this paper synthesizes the particularity of telecom enterprises and introduces the relationship quality as the intermediate variable to construct the relationship model between the service remediation quality and customer loyalty of telecom enterprises. The related assumptions of service remediation quality, relationship quality and customer loyalty are put forward. Then, according to the theoretical model and research hypothesis, the research scale is compiled, the data is collected by questionnaire, and the data is analyzed by SPSS,AMOS statistical analysis software, through reliability test, validity test, structural equation model test. The hypothesis of this paper is verified by the methods of intermediary effect test and adjustment effect test. The results show that the quality of procedure and the quality of result affect the quality of relationship positively, while the quality of relationship affects customer's attitude loyalty and behavior loyalty significantly, and the quality of service remedy affects the quality of relationship through the difference of procedure, and the difference of result positively affects the quality of relationship, while the quality of relationship affects customer's attitude loyalty and behavior loyalty. Among them, switching cost plays a regulating role between relationship quality and customer behavior loyalty. Finally, according to the research results, this paper provides the corresponding suggestions on the remediation quality of telecom enterprises to implement service remediation.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F626
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