基于南昌高校的移动通信服务满意度及影响因素分析

发布时间：2018-10-16 13:30

【摘要】：随着科学技术不断提升,在互联网时代的背景下,移动通信市场的竞争也越发激烈。面临如此巨大的挑战,运营商相继使用服务战略争取潜在客户并取得竞争优势。提升顾客满意度进而建立和维护顾客忠诚逐渐成为企业客户关系管理中较为重视的课题。校园移动通信市场是潜在客户群体最为庞大的市场,本文选取这一市场作为研究对象。通过对相关文献的回顾,将顾客满意的影响因素归纳确定为产品质量、信息服务系统、关系质量、资费因素和服务质量五个方面,建立一个整体模型来研究这些影响因素与顾客满意的关系,同时对顾客满意和顾客忠诚之间的影响关系进行研究。通过项目分析、信效度分析、样本信息的描述性分析、顾客特征与顾客满意的偏相关分析、顾客满意影响因素的因子分析、结构方程模型分析等方法对数据处理分析,得出以下结论。第一,移动通信服务业的产品质量对顾客满意存在显著的正向影响。移动通信运营商需在有关产品质量方面进一步强化管理,保证通话质量和接通率,增强网络信号,扩大网络覆盖面。第二,移动通信服务业的关系质量对顾客满意存在显著的正向影响。运营商应开发适合于客户的个性化服务、增强与客户的互动交流、实时共享信息并保持关系的持续性等。第三,移动通信服务业的服务质量对顾客满意不存在显著的正向影响。可以得出在校园移动通信市场中,运营商服务质量的各个维度,如营业厅舒适度、员工形象及服务态度、业务受理的便捷性、员工的专业能力等不影响客户的满意度。第四,移动通信服务业的资费因素对顾客满意存在显著的正向影响。为了提高用户的满意度,运营商需要在资费方面采取措施,例如强化收费的合理性、减少计费失误情况的发生、根据客户需求开发更多人性化的套餐等。第五,移动通信服务业的信息系统与顾客满意呈显著正相关。运营商需保证电话客服、网上营业厅办理业务的便捷性,通过支撑网站向顾客提供更多的信息服务。第六,移动通信服务业顾客满意对顾客忠诚有显著的正向影响。首先应该使顾客对所使用的产品感到满意从而产生一定的态度忠诚,向他人推荐使用该运营商的服务及产品进一步形成行为忠诚,最终表现为继续使用该运营商的产品或服务。
[Abstract]:With the development of science and technology, the competition of mobile communication market is becoming more and more fierce under the background of Internet era. Faced with such a huge challenge, operators have used service strategy to win over potential customers and gain competitive advantage. To improve customer satisfaction and establish and maintain customer loyalty has gradually become a more important issue in enterprise customer relationship management. Campus mobile communication market is the largest potential customer market, this paper selects this market as the research object. Based on the review of relevant literature, the influencing factors of customer satisfaction are summarized into five aspects: product quality, information service system, relationship quality, tariff factor and service quality. A global model is established to study the relationship between these factors and customer satisfaction, and the relationship between customer satisfaction and customer loyalty is also studied. Through item analysis, reliability and validity analysis, descriptive analysis of sample information, partial correlation analysis of customer characteristics and customer satisfaction, factor analysis of influencing factors of customer satisfaction, structural equation model analysis, etc. Draw the following conclusions. First, the product quality of mobile communication service industry has a significant positive impact on customer satisfaction. Mobile communication operators need to further strengthen the management of product quality to ensure the quality and connection rate, enhance the network signal, and expand the network coverage. Second, the relationship quality of mobile communication service industry has a significant positive impact on customer satisfaction. Operators should develop personalized services suitable for customers, enhance interaction with customers, share information in real time and maintain the continuity of relationships, etc. Thirdly, there is no significant positive effect of service quality on customer satisfaction. It can be concluded that in the campus mobile communication market, the various dimensions of service quality of operators, such as the comfort of business hall, the image and service attitude of employees, the convenience of business acceptance, the professional ability of employees, etc., do not affect customer satisfaction. Fourthly, there is a significant positive effect on customer satisfaction by the tariff factors of mobile communication service industry. In order to improve customer satisfaction, operators need to take measures in tariff, such as strengthening the reasonableness of charges, reducing the occurrence of billing errors, and developing more humanized packages according to the needs of customers. Fifth, the information system of mobile communication service industry is positively correlated with customer satisfaction. Operators need to ensure telephone customer service, online business office to handle business convenience, through supporting the site to provide customers with more information services. Sixth, customer satisfaction has a significant positive impact on customer loyalty in mobile communication services. First of all, the customer should be satisfied with the products used to produce a certain degree of attitude loyalty, recommend to others the use of the operator's services and products to further form a behavioral loyalty, and ultimately continue to use the carrier's products or services.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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