Z移动公司客户服务改善案例研究

发布时间：2018-07-07 17:54

本文选题：服务质量 + 满意度　；参考：《华南理工大学》2012年硕士论文

【摘要】：随着3G牌照的发放，移动通信时代，，向移动互联时代转变。作为2G时代的移动通信行业领先者的中国移动，在新的局面下，所需要面对来此市场环境、政策环境、竞争环境、内部环境等各个方面的挑战。如何保持当前的规模优势，如何保存现有的存量市场不被竞争对手蚕食，是中国移动当前面临的最重要课题。除却多年打下来的客户规模基础以及充足的现金流优势外，服务优势和品牌优势是当前能依靠的救命稻草之一。通过提升服务基础质量水平，获得客户更大的满意，建立更巩固的客户忠诚，是保持广东移动竞争优势的重要策略之一。本文是一篇关于以服务质量改善作为提升企业核心竞争力策略的服务营销案例研究论文。通过以Z移动公司满意度管理和服务质量改善管理作为案例，讲述Z移动公司在面临高度饱和、高度同质化的市场环境以及激烈的竞争环境下，除了传统的4P、4C的营销手段外，通过服务质量改善，提升客户满意度，从而巩固自身竞争优势。案例分析部分，运用了对Z移动公司服务质量改善的环境、问题及原因、策略选择及应用情况等进行分析，并在其服务改善策略和方法基础上提出若干优化建议。
[Abstract]:With the issue of 3G license, mobile communication era, to the era of mobile interconnection. As the leader of mobile communication industry in the era of 2G, China Mobile needs to face the challenges of market environment, policy environment, competition environment, internal environment and so on under the new situation. How to maintain the current advantage of scale and how to preserve the existing stock market without being eroded by competitors is the most important issue facing China Mobile at present. In addition to the customer size base and sufficient cash flow advantage, service advantage and brand advantage is one of the lifelines we can rely on at present. It is one of the important strategies to maintain the competitive advantage of Guangdong Mobile by improving the quality of service base, obtaining greater customer satisfaction and establishing more solid customer loyalty. This paper is a case study on improving service quality as a strategy to enhance the core competitiveness of enterprises. By taking the satisfaction management and service quality improvement management of Z Mobile Company as an example, this paper discusses that Z Mobile Company is facing a highly saturated and highly homogeneous market environment and a fierce competition environment, in addition to the traditional marketing means of 4Pn4C. Improve the quality of service, enhance customer satisfaction, thereby consolidating their own competitive advantage. In the part of case analysis, the paper analyzes the environment, problems and reasons of service quality improvement, strategy selection and application of Z Mobile Company, and puts forward some optimization suggestions on the basis of its service improvement strategies and methods.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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