唐山联通3G服务客户忠诚度的研究

发布时间：2018-02-14 16:37

本文关键词： 3G服务客户忠诚度客户满意度客户价值　出处：《吉林大学》2012年硕士论文　论文类型：学位论文

【摘要】：2009年初，工业和信息化部正式发放3G牌照，中国联通、中国移动和中国电信三家电信运营商经过重组以后，围绕着3G服务的市场竞争就正式拉开了序幕。近两年来，这种竞争愈演愈烈，三家电信运营商纷纷推出新产品，展现新服务，利用各种方式来争夺3G市场份额。这种情况在唐山市依然存在，对于唐山联通来说，开展3G服务是一个崭新并且竞争力十足的一个业务，同时也是唐山联通具有丰富利润潜力的新主营业务。为了唐山联通可以健康、稳定、和谐的发展，就要求唐山联通在这场3G服务竞争中必须取得胜利。然而，在这两年间，唐山联通3G服务的发展虽然取得了辉煌的成果，但是同时也暴露出许多问题，离网率、流失率的居高不下、客户抱怨的增加、替代品的威胁等等都严重的威胁到唐山联通3G服务目前的优势地位，，在这个状况下，本文提出了提高唐山联通3G服务的客户忠诚度以解决目前所遇到的问题。本文主要分为五个部分。第一部分为绪论，这一部分提出了选题的背景和意义、目前国内外有关3G服务客户忠诚度的研究现状以及本篇文章的研究框架；第二部分为相关理论概述，这一部分综合阐述了客户忠诚度的理论内涵，以及提升客户忠诚度的意义，并且在后文提出了客户忠诚度的影响因素；第三部分唐山联通3G服务概述，这一部分综合讲述了唐山联通3G服务的产品、流程以及服务，并且提出了目前唐山联通3G服务的优势、机遇以及所遭遇的劣势和威胁，并提出解决目前威胁的根本方法，即提升唐山联通3G服务的客户忠诚度；第四部分为数据分析，这一部分在综合国内外相关理论的基础上，提出了3G服务客户忠诚度的影响模型，并且界定了自变量和因变量，然后运用SPSS17.0分析软件进行了综合分析；第五部分为提高3G服务客户忠诚度的对策，这一部分在之前分析的基础上，提出了建议和对策，以期待可以提高公司的客户忠诚度，提升公司的综合实力和品牌竞争力。
[Abstract]:At the beginning of 2009 , the Ministry of Industry and Information officially issued 3G licences , China Unicom , China Mobile and China Telecom . After the restructuring , the market competition around 3G services officially opened the prelude . In recent two years , the competition has intensified , and three telecom operators have launched new products to show new services and compete for 3G market share in various ways . This situation still exists in Tangshan City . For Tangshan Unicom , the development of 3G service is a brand - new and competitive business , and it is also a new main business with abundant profit potential . This paper is divided into five parts . The first part is the introduction , this part puts forward the background and significance of the topic selection , the present situation of research on the customer loyalty of 3G service at home and abroad , and the research framework of this article ; The second part provides an overview of the theory of customer loyalty , the significance of improving customer loyalty , and the influencing factors of customer loyalty . The third part provides an overview of the 3G service in Tangshan Unicom , which comprehensively covers the products , processes and services of the 3G service in Tangshan Unicom , and puts forward the advantages , opportunities and threats of the 3G services in Tangshan Unicom , and puts forward the basic methods to solve the present threat , namely , to enhance the customer loyalty of the 3G service of Tangshan Unicom ; The fourth part is divided into data analysis , this part is based on the comprehensive and foreign related theories , puts forward the influence model of the customer loyalty of 3G service , and defines the independent variable and the dependent variable , then applies the SPSS 17.0 analysis software to carry out the comprehensive analysis ; In the fifth part , to improve the customer loyalty of 3G service , this part puts forward some suggestions and countermeasures on the basis of previous analysis , so as to improve the customer loyalty of the company and improve the company ' s comprehensive strength and brand competitiveness .

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626;F224

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