电信服务品牌忠诚研究
发布时间：2018-10-12 12:51
【摘要】： 随着市场竞争的不断加剧,通信行业的竞争重点由产品竞争转向品牌竞争,运营商越来越重视品牌建设,运营商的营销战略也从以往的产品导向转为顾客导向。同时,由于通信市场日趋饱和,客户增长速度放缓,通信企业对存量客户的争夺不断加剧,企业更加重视与顾客建立长期稳固的关系,顾客忠诚对企业也越来越重要。因为忠诚客户在为通信企业带来更高价值的同时,也节省了通信企业的营销成本。培育和维护忠诚的客户群体已经成为各大移动运营商市场制胜的重要策略,服务品牌忠诚成为企业取胜的关键。 但是,目前对于服务业品牌忠诚的影响因素,学术界还存在着不同的观点,对于服务品牌忠诚的具体作用机理也没有明确的结论。在电信服务品牌忠诚建设实践中,同样存在这样的问题。本文在品牌忠诚概念和理论的基础上,通过对国内外学者有关服务忠诚决定因素研究的学习和理解,结合通信行业的行业特征,建立了电信服务忠诚影响因素模型,通过实证研究,利用结构方程(SEM)对模型分别进行回归分析与修正优化,最终得出电信服务品牌忠诚影响因素模型的作用机理。最后根据通信行业的现状和特点,结合研究结论,提出通信企业可采取的客户服务品牌忠诚管理的建议与措施。
[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.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626;F273.2
本文编号：2266178
[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.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626;F273.2
【引证文献】
相关硕士学位论文 前3条
1 戴莉;服务品牌对顾客满意、顾客忠诚的影响[D];华南理工大学;2011年
2 蒋晓燕;通信企业服务缺失的弥补与顾客忠诚度关系的研究[D];南京邮电大学;2011年
3 金媛媛;品牌推广及其应用性研究[D];南京林业大学;2010年
，本文编号：2266178
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