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论文编号：	2592
作者编号：	2120082206
上传时间：	2010/6/12 10:43:42
中文题目：	中国移动服务大规模定制对顾客满意的影响机理研究
英文题目：	Research on the impact mechanism of China Mobile''s service mass customization on customer satisfaction
指导老师：	焦媛媛
中文关键字：	大规模定制 顾客满意 感知控制 信任 服务质量
英文关键字：	Mass customization Customer satisfaction Perceived control Trust Service quality
中文摘要：	大规模定制是一种以大规模生产的低成本和高效率为顾客提供定制化的产品和服务以满足顾客个性化需求的生产方式，可以为企业实现兼顾低成本和差异化的竞争战略目标，有助于企业形成竞争优势。本文以服务大规模定制为研究对象，研究了其与顾客满意的作用机理。 首先，文章分析、总结了国内外前人研究大规模定制的相关文献，重点关注并梳理了服务行业大规模定制的相关理论。在前人研究结论的基础上，本文将服务及服务行业的特点与大规模定制理论相结合，与制造业进行对比，进一步拓展了服务行业大规模定制的内涵。 其次，文章采用案例研究的方法，对中国移动四家省市公司的员工进行了深度访谈，运用扎根理论的思想对一手访谈资料和二手文档资料进行了逐级编码，解构了中国移动服务大规模定制系统的服务创新活动，将其总结提炼为四个关键活动。研究结论弥补了服务大规模定制实施过程相关文献不足的缺陷，对其他通信服务运营商乃至其他的服务企业实施大规模定制有一定的参考应用价值。 最后，文章在案例研究的基础上，以大规模定制目标和四个关键创新活动为框架，识别了中国移动服务大规模定制在组织-顾客层面的呈现结果，结合相关理论构建了组织-顾客层面结果与顾客满意之间关系的概念模型。通过对中国移动用户的抽样调查，回收了616份有效问卷，以结构方程模型的方法验证了研究假设、修正了概念模型，并使用回归分析对中介变量进行了检验。所得结论说明服务大规模定制可以通过非货币成本、感知控制、信任及服务质量的中介作用影响顾客满意。在实证研究的基础上，本文进一步探讨了服务业如何通过运用大规模定制以提高顾客满意。
英文摘要：	Mass customization is a large-scale production which provides customers customized products and services with low cost and high efficiency to meet customers’ personal demands. It can help enterprises to achieve both low cost and differential strategy objectives and contribute to the formation of the competitive advantage. This article mainly researches the mechanism between mass customization and customer satisfaction. Firstly, this thesis analysis and summarizes the previous studies and the literature of mass customization, focus and sort out the relevant theories of mass customization in service industries. On the basis of the previous research conclusions, this thesis combines the characteristics of services and service industries with the theory of mass customization, compared with manufacturing industry, further expand the content of mass customization in service industries. Secondly, this thesis adopts the case study method, deeply interviews the employees of four subsidiary companies of China Mobile, codes the first-hand interview data and second-hand documentation step by step with grounded theory, deconstructs the service innovation activities of China Mobile’s mass customization system and summarizes four key activities. The research conclusion makes up for the literature gap of implementation process for service mass customization and has reference value for other communication service operators as well as other service enterprises. Finally, on the basis of case study, with the framework of the objective of mass customization and four key innovation activities, the thesis identifies the presentation results of China Mobile’s service mass customization in the organization-customer level and constructs the concept model of the relationship between organization-customer level results and customer satisfaction. Through a sample survey of China Mobile users, 616 valid questionnaires were collected. The thesis validates the hypothesis with structural equation model and revises the conceptual model, tests the intermediary variables with regression analysis. The results accounts for the service mass customization can influence the customer satisfaction through non-monetary costs, perceived control and the quality of trust and service. Based on the empirical research, this thesis further discusses how to use mass customization to enhance customer satisfaction for service industries.
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