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论文编号：	10587
作者编号：	2120162903
上传时间：	2018/12/7 10:07:57
中文题目：	唐山移动通信公司客户满意度指标体系和影响因素研究
英文题目：	Research on communication customer satisfaction index system and influencing factors of Tangshan mobile communication company
指导老师：	林润辉
中文关键字：	唐山移动；客户满意度；影响因素；提升策略
英文关键字：	Tangshan mobile communication company；Customer satisfaction； Influencing factor；Promotion strategy
中文摘要：	伴随经济全球化的逐渐深入，中国的通信行业面临来自国际市场越来越激烈的竞争压力，这种激烈竞争的格局在国内通信市场上反映的也更加明显。目前，中国通信市场呈现出中国移动，中国联通和中国电信的三足鼎立。伴随着国家电信体制改革的不断进行和深化，三家运营商相继取得了开展全业务的牌照资格，运营商之间竞相角力，但由于历史因素及市场定位的原因，三家运营商推出的产品在很大程度上呈现同质化趋势；与此同时，客户在产品选择过程中不断提高对产品的期望。各种因素的交织使得通信市场竞争的焦点从价格，技术和产品竞争转向品牌和服务竞争。逐渐演变为对客户资源的激烈争夺。因此，如何把握客户资源，赢得客户对通信行业的信任；如何分析客户需求和价值观，并在此基础上制定正确的企业发展战略；如何提高市场份额，扩大客户保有率已成为培育核心竞争力的关键。因此，开展客户满意度的影响因素评价研究，不断提高客户满意度，对于通信企业的建立和长远发展具有重要意义。 本文在国内通信行业客户满意度研究的基础上，结合实证分析和理论研究。以唐山移动的消费群体为研究对象，根据唐山移动通信客户满意度和存在的问题，总结了影响客户满意度的相关因素。提出了基于产品，价格，服务等因素的假设研究模型，并通过问卷收集数据，通过主成分因子分析，多元线性回归分析和方差分析得到结果。并验证模型中的假设关系，最后得出影响客户满意度的因素结果，并提出具体的建议和对策。包括：增强服务能力、调整资费结构、树立公司形象、提升网络质量和加强客户关系维系等，对客户满意度的提升予以参考。本文共有：图7幅，表14个，参考文献42篇。
英文摘要：	With the deepening of economic globalization, the communication industry in China is facing more and more intense competition pressure from the international market, which reflects more and more obviously in the domestic communication market. At present, the communication market of our country presents the situation of China Mobile, China Unicom and China Telecom. With the development and deepening of the reform of the national telecommunication system, the three operators have obtained the license qualification to carry out the whole business one after another. The operators compete for each other, but due to historical factors and market positioning reasons, The products launched by the three operators show a trend of homogeneity to a large extent； at the same time, customers are constantly raising their expectations for products during the process of product selection, and the interweaving of various factors makes the focus of competition in the communications market from price. The competition of technology and products turns to the competition of brand and service. Therefore, how to grasp customer resources and win customer trust, how to analyze customer demand and value and draw up a correct enterprise development strategy, how to increase market share and expand customer retention, It has become the key for enterprises to cultivate their own core competitiveness. Therefore, it is of great significance to carry out the research on the influencing factors of customer satisfaction and improve customer satisfaction continuously for the base and long-term development of communication enterprises. This paper adopts the method of combining empirical analysis and theoretical research, based on the domestic research on customer satisfaction of communication industry, taking Tangshan mobile communication company as the object of study, according to the current situation and problems of customer satisfaction of Tangshan mobile communication company. The related factors affecting customer satisfaction are summarized, and a hypothetical research model based on product, price and service is put forward. The data are collected by questionnaire, principal component factor analysis and multiple linear regression analysis are used. The analysis of variance and so on obtains the result, and carries on the verification to the hypothetical relation in the model, finally obtains the customer satisfaction degree influence factor result, and puts forward the concrete suggestion and the countermeasure, including: strengthens the service ability, adjusts the tariff structure, sets up the company image. Improve network quality and strengthen customer relationship maintenance, to improve customer satisfaction to give reference. There are 7 figures, 14 tables and 42 references.
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