【摘要】： 隨著市場競爭的不斷加劇,通信行業(yè)的競爭重點(diǎn)由產(chǎn)品競爭轉(zhuǎn)向品牌競爭,運(yùn)營商越來越重視品牌建設(shè),運(yùn)營商的營銷戰(zhàn)略也從以往的產(chǎn)品導(dǎo)向轉(zhuǎn)為顧客導(dǎo)向。同時,由于通信市場日趨飽和,客戶增長速度放緩,通信企業(yè)對存量客戶的爭奪不斷加劇,企業(yè)更加重視與顧客建立長期穩(wěn)固的關(guān)系,顧客忠誠對企業(yè)也越來越重要。因為忠誠客戶在為通信企業(yè)帶來更高價值的同時,也節(jié)省了通信企業(yè)的營銷成本。培育和維護(hù)忠誠的客戶群體已經(jīng)成為各大移動運(yùn)營商市場制勝的重要策略,服務(wù)品牌忠誠成為企業(yè)取勝的關(guān)鍵。 但是,目前對于服務(wù)業(yè)品牌忠誠的影響因素,學(xué)術(shù)界還存在著不同的觀點(diǎn),對于服務(wù)品牌忠誠的具體作用機(jī)理也沒有明確的結(jié)論。在電信服務(wù)品牌忠誠建設(shè)實(shí)踐中,同樣存在這樣的問題。本文在品牌忠誠概念和理論的基礎(chǔ)上,通過對國內(nèi)外學(xué)者有關(guān)服務(wù)忠誠決定因素研究的學(xué)習(xí)和理解,結(jié)合通信行業(yè)的行業(yè)特征,建立了電信服務(wù)忠誠影響因素模型,通過實(shí)證研究,利用結(jié)構(gòu)方程(SEM)對模型分別進(jìn)行回歸分析與修正優(yōu)化,最終得出電信服務(wù)品牌忠誠影響因素模型的作用機(jī)理。最后根據(jù)通信行業(yè)的現(xiàn)狀和特點(diǎn),結(jié)合研究結(jié)論,提出通信企業(yè)可采取的客戶服務(wù)品牌忠誠管理的建議與措施。
[Abstract]:With the increasing competition in the market, the competition focus of the communication industry has shifted from product competition to brand competition. Operators pay more and more attention to brand construction, and the marketing strategy of operators has changed from product orientation to customer orientation. At the same time, due to the saturation of the communication market and the slowing down of the customer growth rate, the competition for the stock customers is becoming more and more serious. Enterprises pay more attention to the establishment of long-term stable relationship with the customers, and customer loyalty is becoming more and more important to the enterprises. Because loyal customers not only bring higher value to communication enterprises, but also save marketing costs. The cultivation and maintenance of loyal customer groups has become an important strategy for major mobile operators to win the market. Service brand loyalty has become the key to win. However, at present, there are still different views on the influencing factors of service brand loyalty, and there are no clear conclusions on the specific mechanism of service brand loyalty. In the telecommunication service brand loyalty construction practice, also exists such question. On the basis of the concept and theory of brand loyalty, through the study and understanding of domestic and foreign scholars on the determinants of service loyalty, combined with the industry characteristics of the communication industry, this paper establishes a model of the influencing factors of telecom service loyalty. Through empirical research, the model is analyzed and optimized by structural equation (SEM). Finally, the mechanism of influencing factors model of telecom service brand loyalty is obtained. Finally, according to the current situation and characteristics of the communication industry, combined with the conclusion of the research, the paper puts forward some suggestions and measures of customer service brand loyalty management that can be taken by the communication enterprises.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F626;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 戴莉;服務(wù)品牌對顧客滿意、顧客忠誠的影響[D];華南理工大學(xué);2011年

2 蔣曉燕;通信企業(yè)服務(wù)缺失的彌補(bǔ)與顧客忠誠度關(guān)系的研究[D];南京郵電大學(xué);2011年

3 金媛媛;品牌推廣及其應(yīng)用性研究[D];南京林業(yè)大學(xué);2010年

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本文編號：2266178