联系我们

论文查询结果	返回搜索

论文编号：	7811
作者编号：	2120132789
上传时间：	2015/12/7 11:17:48
中文题目：	智汇港宽带企业顾客忠诚管理改进研究
英文题目：	Research on Customer Loyalty Management of Smart-Port Broadband Company
指导老师：	李季
中文关键字：	顾客忠诚；顾客满意；服务质量；转换成本；企业形象
英文关键字：	顾客忠诚；顾客满意；服务质量；转换成本；企业形象
中文摘要：	在我国大力推动“宽带中国”战略的时代背景下，光纤宽带接入技术将在未来几年内迅速普及，二级运营商和民营资本迎来了快速发展的机遇。如何使企业在与一级运营商的竞争中获得一定优势，答案就是提高顾客忠诚管理水平，提高顾客保留率，赢得顾客才能赢得市场。宽带顾客忠诚的影响因素有哪些？它们包括的具体维度是什么？它们的重要性如何？在理论和实践上都还没有定论。本文在文献回顾的基础上，选择智汇港宽带企业的顾客忠诚管理案例作为研究对象，详细描述了该公司在经过品牌初期运营阶段，发现了顾客流失问题的严重性之后，制定改善顾客忠诚管理策略、认真贯彻实施和建立实施保障体系的完整过程。通过实地访谈、二手资料收集、顾客调查等研究过程，对智汇港宽带企业如何成功进行顾客忠诚管理进行了系统研究。研究主要发现三个结论：（1）宽带顾客忠诚影响因素包括顾客满意、服务质量、转换成本和企业形象四个层面的10个因素；（2）各影响因素的重要性不同，其中核心影响因素为技术服务质量、服务过程满意、售后服务质量、业务策略满意和企业诚信；次核心影响因素为财务转换成本、营业场所展示和企业品牌；边缘影响因素为过程转换成本和关系转换成本；（3）顾客最关注的因素是下载速率、价格、服务承诺、故障响应和安装调试。
英文摘要：	In the context of greatly promoting the “Broadband China” strategy, optical fiber broadband access technology will become popular in China in the next few years. Plus, the second-level operators will get the opportunity for their rapid development and private capital will be greatly increasing. Therefore, how could the enterprises obtain advantages in the competition with the first-level operators? The answer is to win the market by improving customer loyalty management level and customer retention rate. What are the main factors that affect the broadband customer loyalty? What are their specific dimensions? Why are they important? On the basis of literature review, this paper chooses Smart-Port Broadband Company as the research object, describes the whole stage of finding out the problem of customer defection, making the specific strategies to improve the customer loyalty and building the system to guarantee their implementation. Through field interviews, a secondary data collection and customer surveys, this paper has made a detailed and systematic study on how to successfully conduct customer loyalty management in Smart-Port Broadband Company. The main findings are: (1) Four influential aspects include customer satisfaction, service quality, conversion cost and enterprise image. (2) The core factors are the quality of technical service and after-sales service, service process satisfaction, business strategy and enterprise credit; other important factors are financial switching cost, displays at business premises, enterprise brand, and the costs of process and relationship conversion. (3) The factors that customers care most are price, download speed, service commitments, fault response, installation and debugging.
查看全文：	预览  下载(下载需要进行登录)