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论文编号：	1703
作者编号：	031760
上传时间：	2010/5/20 16:22:47
中文题目：	竞争者服务组合及转换成本
英文题目：	The Impact of Competitor Service Mix and Customer Switching Cost On Customer Equity
指导老师：	范秀成
中文关键字：	竞争因素 顾客权益 顾客转换成本
英文关键字：	Competitive Factor Customer Equity Customer Switching Cost
中文摘要：	任何企业的发展都离不开顾客，随着竞争的日益激烈，顾客权益也越来越受到企业的重视，而顾客价值创造及关系培养与维护也成为竞争的关键，因此，顾客权益的研究有其一定的现实和理论指导意义，并日益成为国内外学术界和企业界关注的焦点。然而，目前有关顾客权益的研究却刚刚起步，成果甚少。 本研究通过对各种顾客权益理论、服务组合及顾客转换成本理论进行文献回顾，及对以往学者提出的各种理论模型进行对比分析，提出理论假设，并通过对中国移动通信行业的实际调查加以验证，从竞争者服务质量与价格及顾客转换成本等方面入手，研究其对顾客权益的影响。 研究首先采用SPSS11.5软件对预调研数据进行信度和效度检验，根据分析结果对问卷进行重新设计；然后实施正式调研，并采用LISREL8.7分析软件对最终数据进行验证性因子分析和结构模型分析，以检验本研究设定的理论模型；最后对本研究设定的理论模型进行修正，获得最终模型。 经本研究结果发现，竞争者服务质量及价格确实对原来厂商顾客转换成本有着显著影响，其中服务质量的影响更为显著。竞争者服务质量对顾客程序转换成本、财务转换成本及关系转换成本均有显著负向影响，说明移动通信服务厂商要吸引和挽留顾客，应该首先从提高服务质量着手，其次才是服务价格。并且二者均对顾客权益具有显著影响，说明如果移动通信厂商令顾客感觉到该公司所提供的服务质量优异且价格适宜，顾客便会认为公司提供产品及服务实用性较强，与公司维持购买关系可以获取较高价值。 同时，本研究也验证了顾客转换成本对顾客权益三维度均有着正向影响。其中程序转换成本在中国移动通信服务行业中对顾客权益的影响作用最为显著，其次是财务转换成本，然后是关系转换成本。但目前中国的移动通信服务企业对于顾客关系还并未给予足够重视，往往只是留意于在价格上做出种种优惠，却忽略了顾客真正的需求。因此，企业在激烈的竞争中，不仅需要提高服务质量，还应学会适时地利用顾客转换成本挽留有价值顾客，并积极维护与顾客的关系。
英文摘要：	With a blooming development in service industry around the world, the competition between service firms is getting fiercer. No firm can develop without customer, and the acquisition and retention of customer has become the key of competition. Customer equity has emerged as a new paradigm for guiding managers to build strong and profitable relationships between the customer and the firm, which attracts the attention of both firms and academia. However, the research on customer equity is just taken seriously in the last few years, with little achievement attained. Through reviewing the correlative literatures of customer equity, customer swithing cost and service marketing mix, this thesis brings forward theoretic hypothesis. Using China mobile telecommunication industry as example to do investigation. Try to know deeper about the impact of competitor service mix and customer switching cost on customer equity. On the basis of items used in the literature and the definitions established in this research, we developed and pre-tested a standardized questionnaire. Cronbach’s reliability analyses and exploratory factor analysis confirmed reliability and validity of measures by the SPSS 11.5. After a main survey, using confirmatory factor analysis and structural equation model analysis, we tested the measure validation and the theoretical hypotheses by LISREL 8.7. The results indicate both acceptable model fits and item properties. As hypothesized, competitor service mix has significantly effect on customer switching cost, especially service quality, and then is service price. Competitor service mix has negative impact on procedural switching costs, financial switching costs and relational switching costs. This implies in order to attain and retain customer, mobile telecommunication firms should pay more attention to improve serice quality, and then is service price. Both competitor service quality and price all have significantly effect on customer equity. It means if customers consider the firm is applying high service quality and fitting price, they are inclined to consider the products and service the firm offered are more applied, and would like to continue relationship with the firm. Meanwhile, this thesis also validated customer switching cost has significantly effect on customer equity. Thereinto procedural switching costs plays a more important part in China mobile telecommunication industry, next is financial switching costs and then is relational switching costs. China mobile telecommunication firm haven’t attach importance to customer relationship management at present, usually just advert to the price competition while ignoring customer’s actual requires. In order to won in the fierce competition, firms should learn to use customer switching cost to retain valuable customer dexterously, and to maintain the relationship with customer positively.
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