A公司光纤宽带客户服务质量评价模型研究

发布时间：2018-03-02 02:08

本文关键词： 光纤宽带客户诉求评价指标体系变异系数法多指标综合评价　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：在近年的通信市场，客户服务已成为塑造差异化竞争优势的利器。各大运营商也纷纷行动，开始将关注焦点转到客户服务方面。A公司在2009年成立客户服务的专业化运作部门，随着光纤宽带成为运营商业务竞争焦点，保障光纤宽带服务的有效性和差异化成为客户服务的关键工作。由于服务具有过程性、无形性等特征，以及移动互联网带来的客户服务方式、客户需求的巨大变化，，各大运营商目前仍处于客户服务要求以及客户服务有效模式的积极探索阶段，服务管理也从服务质量评价转向服务全过程的监控，如何量化和评价服务表现也成为各大运营商关注的重点问题。本文以A公司为研究对象，在分析了A公司光纤宽带业务的特点以及存在全业务服务质量难以宏观管控等现状问题的基础上，结合客户生命周期理论和SERVQUAL量表分析光纤宽带业务服务质量评价的影响因素，构建了具有22个具体指标的A公司光纤宽带业务服务质量评价指标体系。然后运用变异系数法等方法确定评价指标对服务质量的影响权重，再通过多指标综合分析方法最终建立光纤宽带客户服务质量评价模型，形成针对A公司专题业务可量化的评价机制。然后从权重的角度分析得到装移机、业务质量、计费和故障修复环节为A公司理论上对全业务服务质量影响较大的环节，对应的具体指标有光纤宽带装移机改约率、故障催修率等。再引入指标值因素，利用波斯顿矩阵分析等方法结合模型分析得到更具实践意义的A公司光纤宽带业务服务重点管控节点，并将结果与A公司内部管控域结合起来，形成醒目的重点管控图，为A公司实现构建关键业务差异化服务优势的目标提供依据，最后引入时间序列，建议A公司对指标值设置预警值，为A公司持续改善光纤宽带业务服务质量提供保障。
[Abstract]:In recent years, in the communications market, customer service has become a sharp weapon in shaping the competitive advantage of differentiation. Major operators have also started to focus their attention on customer service. In 2009, Company A set up a specialized operation department for customer service. As optical fiber broadband has become the focus of business competition for operators, ensuring the effectiveness and differentiation of optical fiber broadband services has become the key work of customer service. As well as the huge changes in customer service mode and customer demand brought by mobile Internet, the major operators are still in the active exploration stage of customer service requirements and effective customer service mode. Service management has also changed from service quality evaluation to the monitoring of the whole service process. How to quantify and evaluate service performance has also become a key issue that major operators pay attention to. In this paper, A company as the research object, on the basis of analyzing the characteristics of A company optical fiber broadband service and the existence of the whole service quality of service is difficult to macro-control and other current problems. Based on the customer life cycle theory and SERVQUAL scale, this paper analyzes the influencing factors of the quality of service evaluation of optical fiber broadband service. The evaluation index system of optical fiber broadband service quality of A company with 22 specific indexes is constructed, and then the influence weight of evaluation index on service quality is determined by means of coefficient of variation and other methods. Finally, through the method of multi-index comprehensive analysis, the evaluation model of optical fiber broadband customer service quality is established to form a quantifiable evaluation mechanism for the special business of company A. then, from the point of view of weight, the loader and service quality are obtained. Accounting and fault repair are the links that A Company has a great influence on the service quality of the whole business in theory. The corresponding specific indexes include the reduction rate of fiber wide band loader, the fault repair rate and so on, and then introduces the index value factor. By using Boston matrix analysis and other methods combined with model analysis, the key control node of A company's optical fiber broadband service service is obtained, and the results are combined with the internal control domain of A company to form a striking key control and control chart. This paper provides the basis for A company to realize the goal of constructing the advantage of key business differentiation service, finally introduces the time series, suggests A company to set up the early warning value to the index value, provides the guarantee for A company to continuously improve the quality of service of optical fiber broadband service.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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