泉州电信年轻群体客户满意度影响因素研究

发布时间：2018-03-04 12:09

本文选题：泉州电信　切入点：年轻群体　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：在移动互联网时代,通信业三大运营商的市场占有份额将被重新分配,市场格局也将重新被定位。年轻群体以其个性突出鲜明、市场容量大、培育度高、成长潜力大等特点,历来被这三大运营商视为重要的目标市场,在这一目标市场的投入也往往大于其他目标市场。本研究以泉州电信为研究对象,分析导致该公司年轻群体客户整体满意度状况不佳的原因,选取了顾客满意度理论为模型构建的基石,构建泉州电信年轻群体客户满意度影响因素的研究模型,并以泉州电信年轻群体客户为调查对象,收集实证数据并展开实证分析。本文在结合文献回顾及泉州电信年轻群体客户特征的基础上,提出如下假设:认为该类客户群体对泉州电信的企业形象、产品质量、服务质量、资费因素、关系质量以及新业务感知的评价,会影响其满意度。通过实证发现,除资费因素对泉州电信年轻群体客户满意度影响不显著外,其他五个变量均对客户满意度产生正向影响,且这五个变量对泉州电信年轻群体客户满意的影响力度从强到弱依次为:产品质量(标准β2=0.411)、企业形象(标准β1=0.235)、关系质量(标准β5=0.141)、服务质量(标准β3=0.123)、新业务感知(标准β6=0.107)。可见,泉州电信在后续经营发展过程中,针对年轻群体客户市场可适当减少资费方面的投入,着重提高产品质量和企业形象,并关注关系质量、服务质量及新业务感知等。本文通过实证研究,认为泉州电信可通过以下几点来提高年轻群体客户满意度:其一,泉州电信应尤其注重通讯质量、网络覆盖以及网络接通率等方面的建设,尽快完善目前网络信号覆盖差的问题;其二,泉州电信可通过加强营业厅风格转变以及实行店长制管理来提高企业形象;其三,泉州电信可通过加强服务培训和优化业务处理流程来提高服务质量;其四,泉州电信可利用互联网构建与年轻群体客户及时沟通和共享的渠道,进而提高年轻群体客户对关系质量的感知;其五,泉州电信可对新业务进行优化并不断创新,及时满足该类群体客户需求,进而提高满意度。
[Abstract]:In the era of mobile Internet, the market share of the three major telecom operators will be redistributed and the market pattern will also be reoriented. Young groups are characterized by their distinctive personality, large market capacity, high degree of cultivation, and great potential for growth. These three operators have always been regarded as an important target market, and the investment in this target market is often greater than that in other target markets. This paper analyzes the causes of the unsatisfactory customer satisfaction of the young group of the company, selects the customer satisfaction theory as the foundation stone of the model construction, and constructs the research model of the influencing factors of the customer satisfaction of the young group of Quanzhou Telecom. And take Quanzhou telecom young group customer as the investigation object, collect the empirical data and carry out the empirical analysis. This article combines the literature review and the Quanzhou telecommunication young group customer characteristic foundation, The following hypotheses are put forward: this kind of customer group will affect the satisfaction degree of Quanzhou Telecom's enterprise image, product quality, service quality, tariff factor, relationship quality and new business perception. Except for the fact that the tariff factors have no significant effect on the customer satisfaction of Quanzhou Telecom, the other five variables have a positive effect on the customer satisfaction. And the influence of these five variables on the customer satisfaction of the young group of Quanzhou Telecom is as follows: product quality (standard 尾 _ 2o _ (0.411)), corporate image (standard 尾 _ (1) = 0.235), relationship quality (standard 尾 _ (50.141)), service quality (尾 _ 3N _ (0.123)), New business perception (Standard 尾 _ (60.107)), etc. Quanzhou Telecom, in the course of its subsequent operation and development, aims at the young group customer market to appropriately reduce the investment in tariff, focus on improving the product quality and corporate image, and pay attention to the quality of the relationship. Based on the empirical research, this paper holds that Quanzhou Telecom can improve the customer satisfaction of young people through the following points: first, Quanzhou Telecom should pay special attention to the quality of communication. Network coverage and network connection rate construction, as soon as possible to improve the current network signal coverage problem; second, Quanzhou Telecom can enhance the corporate image by strengthening business hall style change and the implementation of store-manager system management; third, Quanzhou Telecom can improve service quality by strengthening service training and optimizing business process. Fourth, Quanzhou Telecom can use the Internet to build channels for timely communication and sharing with young group customers. The fifth, Quanzhou Telecom can optimize and innovate the new business, meet the needs of this kind of group customers in time, and then improve the satisfaction.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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