基于SEM的我国3G用户满意度测评与提升策略研究

发布时间：2018-01-06 09:14

本文关键词：基于SEM的我国3G用户满意度测评与提升策略研究　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：3G运营牌照的发放使得我国电信行业全面进入了全业务运营时代,资源重新洗牌,打破了原有的市场竞争格局,电信产品的同质化竞争日趋惨烈,顾客的市场主导地位越发凸显。电信运营商要想在激烈的竞争中生存和发展,及时地了解顾客的满意状况、提高顾客满意度、获得忠诚的顾客显得尤为重要。本文采用理论分析和实证研究相结合的方法,对我国现阶段3G用户的满意度状况进行研究,以期为我国电信运营企业了解当前阶段3G用户的满意度水平及其影响因素提供了一定的指导和借鉴。本文主体部分主要包括三个方面的内容：1.顾客满意度基础理论回顾及阐述；2.顾客满意度测评模型介绍、测评体系的构建以及实证研究：3.我国3G客户满意度提升策略建议。研究结果表明,当前阶段我国3G用户对通信运营商提供的产品、业务及服务的满意度指数为3.18/5,满意水平为一般偏满意；本文从感知产品质量、感知服务质量、品牌形象、感知价值、顾客满意、顾客抱怨、顾客忠诚七个维度展开测评,所采用的测评指标由相关理论和企业实践而来,对获取的数据选用结构方程模型方法进行分析,具有较高的可靠性。文章最后针对调研中发现的当前阶段3G产品及服务中存在的问题,从套餐设计、投诉处理、员工培训、服务创新及品牌建设等方面给出了满意度提升策略。
[Abstract]:The issuance of 3G operation license makes the telecommunications industry of our country enter the whole business operation era, reshuffle the resources, break the original market competition pattern, the homogeneous competition of telecommunication products is becoming more and more fierce. In order to survive and develop in the fierce competition, it is very important for telecom operators to understand customer satisfaction in time, improve customer satisfaction and obtain loyal customers. This paper uses the method of theoretical analysis and empirical research to study the current situation of 3G customer satisfaction in China. In order to provide some guidance and reference for China's telecom operators to understand the current stage of 3G customer satisfaction level and its influencing factors. The main part of this paper mainly includes three aspects of content:. 1. Review and expound the basic theory of customer satisfaction; 2. The introduction of customer satisfaction evaluation model, the construction of evaluation system and the empirical study: 3. Suggestions for improving customer satisfaction of 3G in China. The results show that: 1. At present, the satisfaction index of 3G users to the products, services and services provided by telecommunication operators is 3.18 / 5, and the satisfaction level is generally partial satisfaction. This paper from the perception of product quality, perceived quality of service, brand image, perceived value, customer satisfaction, customer complaints, customer loyalty seven dimensions. The evaluation index is based on relevant theory and enterprise practice. The method of structural equation model is used to analyze the obtained data, and it has high reliability. Finally, aiming at the existing problems of 3G products and services in the current stage, the paper gives the satisfaction promotion strategies from the aspects of package design, complaint handling, staff training, service innovation and brand building.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F224

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