电信企业服务补救与顾客忠诚关系研究

发布时间：2019-01-20 10:57

【摘要】：近年来我国电信企业间的竞争逐渐加剧,2014年中国铁塔公司成立,电信企业之间的竞争开始由基础设施的建设转移到优化服务上来,随着虚拟运营商的加入,电信企业将迎来新的挑战。如何提供优质的服务成为电信企业争夺顾客的根本,然而由于电信服务的特殊性,服务失误不可避免,顾客可能由此而产生不满,导致顾客流失以及负面的企业形象。积极的服务补救能有效降低顾客的不满情绪,然而服务补救也有低效和高效之分,高质量的服务补救不仅能有效消除顾客的愤怒,重塑顾客信任和满意,防止顾客流失,还有可能拉近与顾客的距离,提高顾客忠诚,树立企业正面形象。因此,本文从服务补救质量的角度出发,研究电信企业服务补救对顾客忠诚的影响机制。本文结合理论研究与实证分析,在大量文献研读、分析的基础上,综合电信企业的特殊性,引入关系质量作为中间变量,构建了电信企业服务补救质量与顾客忠诚的关系模型,据此提出了服务补救质量、关系质量和顾客忠诚的相关假设。然后根据理论模型和研究假设编制本文的调研量表,以问卷的方式收集数据,并采用SPSS、AMOS统计分析软件分析数据,通过信度检验、效度检验、结构方程模型检验、中介效应检验、调节效应检验等方法,对本文的研究假设进行了验证。研究结果表明在服务补救质量的各个构面中,程序质量、结果质量分别通过程序差距、结果差距显著正向影响关系质量,而关系质量显著正向影响顾客态度忠诚和行为忠诚,其中,转换成本在关系质量与顾客行为忠诚之间起调节作用。最后,根据研究结果,本文对电信企业实施服务补救在补救质量方面提供了相应的建议。
[Abstract]:In recent years, the competition among telecom enterprises in our country has gradually intensified. In 2014, the China Iron Tower Company was established, and the competition among telecom enterprises began to shift from the construction of infrastructure to the optimization of services. With the addition of virtual operators, Telecom enterprises will face new challenges. How to provide high quality service becomes the fundamental for telecom enterprises to compete for customers. However, due to the particularity of telecom service, service failure is inevitable, and customers may be dissatisfied, which may lead to the loss of customers and negative corporate image. The positive service remedy can effectively reduce the customer's dissatisfaction, but the service remedy also has the low efficiency and the high efficiency, the high quality service remedy can not only effectively eliminate the customer's anger, restore the customer's trust and satisfaction, prevent the customer from losing. It is also possible to close the distance with customers, improve customer loyalty, and establish a positive image of the enterprise. Therefore, from the point of view of service recovery quality, this paper studies the influence mechanism of telecom service remedy on customer loyalty. Combined with theoretical research and empirical analysis, based on a large amount of literature study and analysis, this paper synthesizes the particularity of telecom enterprises and introduces the relationship quality as the intermediate variable to construct the relationship model between the service remediation quality and customer loyalty of telecom enterprises. The related assumptions of service remediation quality, relationship quality and customer loyalty are put forward. Then, according to the theoretical model and research hypothesis, the research scale is compiled, the data is collected by questionnaire, and the data is analyzed by SPSS,AMOS statistical analysis software, through reliability test, validity test, structural equation model test. The hypothesis of this paper is verified by the methods of intermediary effect test and adjustment effect test. The results show that the quality of procedure and the quality of result affect the quality of relationship positively, while the quality of relationship affects customer's attitude loyalty and behavior loyalty significantly, and the quality of service remedy affects the quality of relationship through the difference of procedure, and the difference of result positively affects the quality of relationship, while the quality of relationship affects customer's attitude loyalty and behavior loyalty. Among them, switching cost plays a regulating role between relationship quality and customer behavior loyalty. Finally, according to the research results, this paper provides the corresponding suggestions on the remediation quality of telecom enterprises to implement service remediation.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F626

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