基于顾客满意度的电信运营商竞争优势研究

发布时间：2018-03-25 01:14

本文选题：顾客满意度　切入点：电信运营商　出处：《电子科技大学》2012年博士论文

【摘要】：近年来，移动互联网的飞速发展给全球电信行业注入了新的活力，随着用户个性化需求的不断提升，电信运营商的发展可谓是机遇与挑战并存。一方面，用户个性化需求的不断提升，给电信运营商的新业务发展带来巨大空间，形成新的利润增长点；另一方面，用户个性化需求的不断提升，对电信运营商的网络质量、业务支撑和服务水平都提出了新的要求，换而言之，就是提升顾客满意度的问题。顾客满意度一直是学术界研究的重点课题，但其是否会成为电信运营商发展过程中的瓶颈尚无定论，这正是本文所要解决的实际问题。本文以顾客满意度和电信运营商竞争优势为研究对象，在讨论了研究背景与研究意义之后，通过大量的顾客满意度和竞争优势相关文献回顾，分析了当前顾客满意度与竞争优势的定义及测量方法，同时构建了电信顾客满意度与运营商竞争优势关系的理论模型。在此基础上，本文以四川联通的真实经营数据和满意度测评数据为支撑，实证分析电信顾客满意度与电信运营商竞争优势之间的关系，验证理论关系模型的成立，并进一步研究中国联通近年来竞争优势的变化情况，同时分析了顾客满意度变化对竞争优势产生的影响，最后本文在理论研究的基础行提出了基于顾客满意度的中国联通竞争优势提升路径。本文的研究结论表明，顾客满意度是影响电信运营商竞争优势变化的重要因素。在其他影响因素控制不变的情况下，顾客满意度对竞争优势有较为显著的正向影响。当顾客满意度值较高时，运营商的竞争优势也会相应较高，反之亦然。以中国联通为例，，顾客满意度及其各项影响因素对其竞争优势及其二级指标有不同程度的相关性。为此，要提升中国联通的竞争优势，必须提高中国联通的顾客满意度及其品牌形象、顾客感知质量和感知价值等满意度影响因素。
[Abstract]:In recent years, the rapid development of the mobile Internet has injected new vitality into the global telecommunications industry. With the continuous improvement of the personalized needs of users, the development of telecom operators can be described as opportunities and challenges. On the one hand, The unceasing improvement of user's individualized demand brings huge space to the new business development of telecom operators, and forms a new profit growth point. On the other hand, the continuous improvement of user's individualized demand has a great impact on the network quality of telecom operators. Business support and service level both put forward new requirements, in other words, the issue of improving customer satisfaction. Customer satisfaction has been the focus of academic research. However, whether it will become the bottleneck in the development of telecom operators has not yet been decided, which is the practical problem to be solved in this paper. This paper takes customer satisfaction and telecom operators' competitive advantage as the research object, after discussing the research background and significance, through a large number of customer satisfaction and competitive advantage related literature review. This paper analyzes the definition and measurement methods of customer satisfaction and competitive advantage, and constructs the theoretical model of the relationship between telecom customer satisfaction and operators' competitive advantage. Based on the real management data and satisfaction evaluation data of Sichuan Unicom, this paper empirically analyzes the relationship between telecom customer satisfaction and telecom operators' competitive advantage, and verifies the establishment of theoretical relationship model. And further study the changes of China Unicom's competitive advantage in recent years, and analyze the influence of the change of customer satisfaction on the competitive advantage. Finally, this paper puts forward a path to enhance China Unicom's competitive advantage based on customer satisfaction. The conclusion of this paper shows that customer satisfaction is an important factor influencing the change of telecom operators' competitive advantage. Customer satisfaction has a significant positive impact on competitive advantage. When customer satisfaction value is higher, operators' competitive advantage will be higher, and vice versa. Take China Unicom as an example, Customer satisfaction and its influencing factors have different correlations to its competitive advantage and its secondary index. Therefore, in order to enhance the competitive advantage of China Unicom, it is necessary to improve the customer satisfaction and brand image of China Unicom. Customer perceived quality and perceived value and other satisfaction factors.
【学位授予单位】：电子科技大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F274;F626

【引证文献】