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论文编号：	2425
作者编号：	2120082128
上传时间：	2010/6/10 11:27:17
中文题目：	中国移动公司校园顾客保留机制研究
英文题目：	The Mechanism of China Mobile Communication Company’s Customer Retention on Campus
指导老师：	刘建华
中文关键字：	中国移动 顾客保留 顾客满意 转移障碍
英文关键字：	China mobile, customer retention, customer satisfaction, switching barriers
中文摘要：	服务经济时代，每个企业都在努力寻求在激烈竞争中保持长盛不衰的秘诀，构建全面的顾客满意(Customer Satisfaction)曾经是很多企业的追求目标。但随着对顾客满意理论研究的不断深入以及企业实践经验的不断积累，顾客保留(Customer Retention)正逐渐成为学术界和企业界关注的焦点。在我国学术界对顾客保留的影响因素己作了诸多探讨，但相对于其它影响因素，转移障碍对顾客保留影响作用还研究甚少，尤其缺乏结合我国国情的实证分析。 本文正是基于这样的研究背景，在服务行业内，以中国移动校园业务（动感地带）为实证对象，从转移障碍的维度划分、顾客满意和转移障碍各维度的测量方法，转移障碍、顾客满意与顾客保留的关系模型，结合规范分析和实证研究的方法，结合中国移动动感地带业务的特点，全面系统地分析了顾客满意和转移障碍对校园顾客忠诚影响机制。 本文研究表明: 1）顾客满意对顾客保留存在影响作用，顾客满意度越高，校园顾客保留度越高。2）转移障碍对顾客保留存在影响作用:转移障碍越高，顾客保留度也越高。转移障碍可以被细分为替代者吸引力，关系利益，转换成本和服务补救四个维度；它们是可以被顾客感知并通过科学测量识别的。障碍的四个维度都对顾客保留有影响作用，在实际管理中可以加以利用。
英文摘要：	Customer retention has always been the focus of customer relationship management academia's attention since 1990S, and the influencing factors of which have also been well discussed. But in China, the effects of switching barriers on customer retention are least referred in those researches on customer retention. So it is necessary to probe into the relationship between switching barriers and customer retention with empirical analysis for the sake of comprehending customer retention. Thus this study attempts to discuss and measure the effects of switching barriers on customer retention with the survey of services of China Mobile on campus. Through the research work, main conclusions are as follows: 1）Customer satisfaction is significantly correlated with customer retention, that is, the higher the customer satisfaction, the higher the customer retention. 2) The switching barriers are significantly correlated with customer retention. It can be distinguished as alternative attractiveness, relationship benefits, switching costs and service recovery. In the case of China Mobile services, the survey results shows that the typology above is feasible and the four dimensions of switching barriers can be perceived customers exactly, and all of the above dimensions are significantly correlated with customer retention.
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