基于价值链的移动运营服务质量管理研究

发布时间：2018-04-28 16:21

本文选题：价值链 + 移动运营　；参考：《武汉理工大学》2012年博士论文

【摘要】：随着电信体制改革的深入发展和三网融合的趋势不可阻挡,移动通信市场的竞争更为激烈。现阶段,中国移动、中国联通、中国电信三家运营商的服务已经严重同质化,移动运营商在传统客户群方面的优势面临着转型期的挑战,服务质量是未来市场的竞争核心已成为大家的共识。本文基于价值链理论和服务管理理论,以移动运营商和客户双边价值最大化为目标,以服务质量管理为主题,以“评价——提升——保障”为主线,研究基于价值链的移动运营服务质量管理的理论方法,并以中国移动山东公司为案例进行实证研究。主要内容包括： (1)基于价值链的移动运营服务质量管理模型。分析移动运营价值链的角色与流程,进而分析运营企业与用户之间合作和转网博弈的行为,研究服务质量对于移动运营企业的重要性；进一步分析移动运营企业服务质量管理存在的问题,提出基于价值链的服务质量管理框架模型。 (2)基于价值链的移动运营服务质量评价方法。依据服务质量评价体系设计原则,分析影响客户满意度、外部客户服务质量和内部服务提供能力的各要素,提出移动运营服务质量客户满意度指标评价体系、外部客户服务质量指标评价体系和内部服务能力指标评价体系。获取上述指标体系的真实数据,采用层次分析定量评价方法,对用户信任的相关要素进行指标的提炼和分析,进一步判断各指标要素对用户的影响程度,继而得出运营企业应该重点关注和提升的要素,辅助企业决策。 (3)基于价值链的移动运营服务质量提升路径。以客户高满意度为目标,研究基于价值链的移动运营服务质量提升的基本原理；分析用户信任评价和决策结果,从价值链整合与内部服务能力提升的角度,设计提高客户服务质量感知和客户满意度的服务质量提升路径,并进行实例分析。 (4)基于价值链的移动运营服务质量保障体系。研究保障体系的基本框架和构成模块,从用户接触服务保障、管理协作保障和后台服务保障三个层次分别探讨服务质量保障原则、方法和措施,最后构建基于价值链整合的统一的服务质量保障体系。
[Abstract]:With the deepening development of telecommunication system reform and the unstoppable trend of integration of three networks, the competition in mobile communication market is more fierce. At this stage, the services of China Mobile, China Unicom and China Telecom have been seriously homogenized, and the advantages of mobile operators in the traditional customer base are facing challenges in the transition period. Service quality is the core of the future market competition has become a consensus. Based on the theory of value chain and service management, this paper aims at maximizing the bilateral value of mobile operators and customers, takes quality of service management as the theme, and takes "evaluation-promotion-guarantee" as the main line. This paper studies the theory and method of service quality management in mobile operation based on value chain, and takes Shandong Corporation of China Mobile as a case study. The main elements include: 1) the model of service quality management in mobile operation based on value chain. This paper analyzes the role and process of mobile operation value chain, and then analyzes the behavior of cooperation and switching game between operators and users, and studies the importance of quality of service to mobile operation enterprises. This paper further analyzes the problems existing in service quality management of mobile operation enterprises, and puts forward a model of service quality management framework based on value chain. Evaluation method of service quality of mobile operation based on value chain. According to the design principle of service quality evaluation system, this paper analyzes the factors that affect customer satisfaction, external customer service quality and internal service delivery ability, and puts forward the evaluation system of mobile operation service quality customer satisfaction index. External customer service quality evaluation system and internal service capacity evaluation system. Obtaining the real data of the above index system, adopting the analytic hierarchy process quantitative evaluation method, extracting and analyzing the relevant factors of user trust, further judging the influence degree of each index element on the user, Then the operating enterprises should focus on the key factors to help enterprises to make decisions. Third, improve the service quality of mobile operation based on value chain. Taking high customer satisfaction as the goal, this paper studies the basic principle of improving the service quality of mobile operation based on value chain, analyzes the results of user trust evaluation and decision making, from the perspective of value chain integration and internal service capability enhancement. Design a way to improve customer service quality perception and customer satisfaction, and carry out an example analysis. Fourth, the service quality guarantee system of mobile operation based on value chain. This paper studies the basic framework and component modules of the security system, discusses the principles, methods and measures of service quality assurance from the three levels of user contact service guarantee, management cooperation guarantee and backstage service guarantee. Finally, a unified service quality guarantee system based on value chain integration is constructed.
【学位授予单位】：武汉理工大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F224;F274;F626

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