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论文编号：	1163
作者编号：	2120072267
上传时间：	2009/6/10 16:47:55
中文题目：	天津移动提升顾客忠诚度研究
英文题目：	The research on improving the
指导老师：	刘建华
中文关键字：	中国移动 顾客满意 顾客信任
英文关键字：	China MobileCustomer Satisfa
中文摘要：	随着消费市场竞争的日趋加剧与顾客维护成本的提高，培育和维护忠诚的顾客群体己经成为企业市场制胜的重要策略。如何建立和保持顾客忠诚已经成为顾客关系管理理论界和企业界关注的一个焦点。本论文在吸收前人研究成果的基础上，试图在中国移动通信市场下，以规范分析的方法，构建出顾客忠诚的影响因素框架，并提出全面提高电信行业顾客忠诚的整体方案。论文大致上分为四部分。 首先对国内外文献理论进行了梳理。在此基础上对重点对顾客满意、顾客信任、顾客忠诚和转换障碍四个理论进行了论述。包括各种理论的起源、发展以及各理论与顾客忠诚之间的转换机制。 其次，重点研究了中国电信行业以及天津移动目前所处的状况。在行业状况上突出电信发展趋势：ARPU值降低客户流失严重等问题。接下来对天津移动的现状做了全面分析，主要包括天津移动流失客户特征以及客户服务与流失统计分析，最后归纳总结出移动客户流失原因。 接下来是顾客忠诚的影响因素分析。首先在分析了国内外相关研究成果的基础上，提出了适合移动通信服务领域的分析框架。这一框架是本文的核心之一，为后文的顾客忠诚提升提供了方向和依据，同时也是本文的研究成果之一。接下来，在市场分析的基础上，从顾客满意、顾客信任、顾客转换障碍等三部分分别探讨了影响顾客忠诚的因素。最后并对该因素进行了总结性的归纳。 最后是本文的核心，在第三部分论述的基础上全面提出天津移动顾客忠诚提升策略。在顾客满意方面围绕提高网络质量、 优化服务流程、加大产品开发力度、妥善处理投诉、提高话费合理性、加强广告宣传等几方面展开。 顾客信任则突出提高服务可靠性、加强沟通、增加整体宣传及保障承诺兑现。顾客转换障碍设置突出降低入网门槛、增加机会成本、开发捆绑性服务、提高综合竞争力与增加产品差异性等策略。
英文摘要：	With the increasingly competitive consumer market, increased costs and competition for customers increased, to cultivate and maintain loyal customer groups, the enterprise market has become an important strategy to win. How to create and maintain customer loyalty has become a customer relationship management and business theory a focus of concern. In this paper, drawing on the results of previous studies on the basis of trying to market China Mobile to standardize the analysis methods, customer loyalty to build a framework for influencing factors, and improve the telecommunications industry overall customer loyalty program. General thesis is divided into four parts. First of all domestic and foreign literature on the theory of carding. Based on this focus on customer satisfaction, customer trust, customer loyalty and conversion of four theoretical obstacles are discussed. Including the various theories of the origin, development and customer loyalty of the theory and the conversion mechanism between. Second, focus on the Chinese mobile telecommunications industry, as well as Tianjin, the situation at present. Highlight the situation in the industry development trend of telecom: ARPU customers to reduce the loss of the value of serious issues. Then moving to Tianjin has done a comprehensive analysis of the status quo, including the characteristics of Tianjin Mobile lost customers as well as customer service and the loss of statistical analysis, the final summary of the reasons for the loss of mobile customers. The third part focuses on the impact of the customer loyalty factor analysis. First of all, the analysis of relevant research results at home and abroad based on the field of mobile communications services for the analytical framework. This framework is the core of this paper, one of the following text to enhance customer loyalty to provide the direction and basis for, but also one of the research results in this article. Next, in the market based on the analysis, from customer satisfaction, customer trust, customer conversion disorders were the three parts of the factors that affect customer loyalty. Finally, the factors summarized in the summary. The fourth part is the focus of this article, in the third part of the basis of a comprehensive exposition of Tianjin Mobile to enhance customer loyalty strategy. In customer satisfaction to improve the network quality, and properly handle complaints, to improve the reasonableness of charges to strengthen several aspects of advertising. Focus on increasing customer confidence in the reliability of services, enhance communication, increase the overall promotion and protection of promise. Highlight the obstacles to set up customers to lower the conversion threshold network, increasing the opportunity cost of the development of bundled services, improve competitiveness and to increase product differentiation strategies.
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