基于扎根理论的电信运营企业均衡服务研究

发布时间：2018-04-20 19:43

本文选题：均衡服务 + 服务资源配置　；参考：《北京邮电大学》2013年博士论文

【摘要】：近年来,移动通信业务同质化趋势明显,服务层面竞争激烈,在服务资源一定的情况下,如何有效地进行服务资源配置是电信运营企业面临的一个重要课题。随着服务渠道和形式多样化,电信运营领域存在的服务不均衡问题日益凸显,传统的“均衡生产”理论已不能满足市场发展与理论支撑的需求。因此,本文对“均衡生产”进行理论拓展,论证均衡服务的理论基础和现实依据,构建理论模型并进行实证分析,旨在探索通信服务企业的服务资源优化配置问题,以提高消费者满意度、资源有效利用和提升服务竞争力。本文以均衡理论和资源配置优化理论为基础,研究电信运营企业均衡服务问题,着重研究以下内容：(1)以企业存在的现实问题为出发点,对均衡服务进行理论溯源、涵义界定和因素归纳；(2)应用扎根理论的研究方法构建均衡服务理论模型,归纳总结均衡服务的影响因素；(3)运用结构方程模型的研究方法、应用SPSS对调研数据进行分析,对本文所构建的均衡服务理论模型进行验证和修正；(4)通过电信运营企业的实证研究,分析各因素对均衡服务的影响程度,归纳电信运营企业现存的服务不均衡问题及其表现形式,提出优化策略。本文通过研究得出以下结论：(1)均衡服务是指在满足客户需求的前提下,优化各接触点服务资源配置,实现服务均衡性的可持续发展过程,并在此过程中稳步提高客户满意度。(2)均衡服务体现为三方面的均衡：电信运营企业达到服务效率的均衡；用户达到满意度的均衡；考虑竞争对手对企业自身策略和客户满意度的影响,实现的动态均衡。(3)影响均衡服务的三大要素是：服务能力、服务竞争和服务期望。以此为研究基础,电信运营企业的均衡服务影响因素可归纳为五个方面：服务水平、服务协同、盈利能力、服务适度性和满意度贡献。(4)提升电信运营企业的均衡服务水平可从以下两方面均衡入手：一是把握服务能力和服务期望的均衡；二是把握服务能力和服务竞争的均衡。本文创新点如下：一是将制造业中“均衡生产”的思想在服务行业中演绎和应用,论证均衡服务的理论基础和现实依据；二是将“均衡服务”应用于电信运营企业,应用扎根理论的研究方法构建均衡服务理论模型；三是通过结构方程模型的构建和分析对均衡服务理论模型进行实证研究,构建均衡服务影响因素指标体系；四是将均衡服务思想应用于电信运营企业渠道资源管理进行实证分析。
[Abstract]:In recent years, the trend of homogenization of mobile communication services is obvious, and the competition in service level is fierce. Under the condition of certain service resources, how to effectively allocate service resources is an important issue facing telecom operators. With the diversification of service channels and forms, the problem of service imbalance in the field of telecommunication operation has become increasingly prominent. The traditional "balanced production" theory can no longer meet the needs of market development and theoretical support. Therefore, this paper extends the theory of "balanced production", demonstrates the theoretical basis and practical basis of balanced service, constructs the theoretical model and carries out empirical analysis in order to explore the problem of optimal allocation of service resources in communication service enterprises. In order to improve consumer satisfaction, efficient use of resources and enhance service competitiveness. On the basis of equilibrium theory and resource allocation optimization theory, this paper studies the problem of equilibrium service in telecom operation enterprises, and focuses on the following contents: 1) based on the practical problems of enterprises, we trace the theory of equilibrium service to the source. Definition and factor inductive analysis 2) apply the research method of rooted theory to construct the equilibrium service theory model, sum up the influence factor of equilibrium service and use the research method of structural equation model, and use SPSS to analyze the investigation data. Based on the empirical research of telecom operators, this paper analyzes the influence of various factors on equilibrium service. This paper sums up the existing service imbalance problem and its manifestation in telecom operation enterprises, and puts forward the optimization strategy. In this paper, we draw the following conclusion: (1) balanced service refers to the process of sustainable development of service equilibrium in order to optimize the allocation of service resources at various contact points on the premise of meeting the needs of customers. And in the process of steadily improving customer satisfaction. 2) balanced service reflects three aspects of equilibrium: telecom operators to achieve service efficiency balance, customer satisfaction to achieve equilibrium; Considering the influence of competitors on the enterprise's own strategy and customer satisfaction, the three main factors that affect the balanced service are: service ability, service competition and service expectation. On the basis of this research, the factors affecting the balanced service of telecom operators can be summed up into five aspects: service level, service synergy, profitability, Service appropriateness and satisfaction contribution. 4) to improve the equilibrium service level of telecom operation enterprises, we can start with the following two aspects: one is to grasp the balance between service ability and service expectation; the other is to grasp the balance between service ability and service competition. The innovations of this paper are as follows: first, deducing and applying the idea of "balanced production" in the service industry, demonstrating the theoretical basis and practical basis of balanced service; second, applying "balanced service" to telecom operation enterprises. Applying the research method of rooted theory to construct the equilibrium service theory model, the third is to make an empirical study on the equilibrium service theory model through the construction and analysis of the structural equation model, and to construct the index system of the influence factors of the equilibrium service. Fourth, applying the idea of balanced service to the channel resource management of telecom operation enterprises.
【学位授予单位】：北京邮电大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F274;F626

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