本文選題：泉州電信　切入點(diǎn)：年輕群體　出處：《華僑大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在移動(dòng)互聯(lián)網(wǎng)時(shí)代,通信業(yè)三大運(yùn)營(yíng)商的市場(chǎng)占有份額將被重新分配,市場(chǎng)格局也將重新被定位。年輕群體以其個(gè)性突出鮮明、市場(chǎng)容量大、培育度高、成長(zhǎng)潛力大等特點(diǎn),歷來(lái)被這三大運(yùn)營(yíng)商視為重要的目標(biāo)市場(chǎng),在這一目標(biāo)市場(chǎng)的投入也往往大于其他目標(biāo)市場(chǎng)。本研究以泉州電信為研究對(duì)象,分析導(dǎo)致該公司年輕群體客戶整體滿意度狀況不佳的原因,選取了顧客滿意度理論為模型構(gòu)建的基石,構(gòu)建泉州電信年輕群體客戶滿意度影響因素的研究模型,并以泉州電信年輕群體客戶為調(diào)查對(duì)象,收集實(shí)證數(shù)據(jù)并展開(kāi)實(shí)證分析。本文在結(jié)合文獻(xiàn)回顧及泉州電信年輕群體客戶特征的基礎(chǔ)上,提出如下假設(shè):認(rèn)為該類(lèi)客戶群體對(duì)泉州電信的企業(yè)形象、產(chǎn)品質(zhì)量、服務(wù)質(zhì)量、資費(fèi)因素、關(guān)系質(zhì)量以及新業(yè)務(wù)感知的評(píng)價(jià),會(huì)影響其滿意度。通過(guò)實(shí)證發(fā)現(xiàn),除資費(fèi)因素對(duì)泉州電信年輕群體客戶滿意度影響不顯著外,其他五個(gè)變量均對(duì)客戶滿意度產(chǎn)生正向影響,且這五個(gè)變量對(duì)泉州電信年輕群體客戶滿意的影響力度從強(qiáng)到弱依次為:產(chǎn)品質(zhì)量(標(biāo)準(zhǔn)β2=0.411)、企業(yè)形象(標(biāo)準(zhǔn)β1=0.235)、關(guān)系質(zhì)量(標(biāo)準(zhǔn)β5=0.141)、服務(wù)質(zhì)量(標(biāo)準(zhǔn)β3=0.123)、新業(yè)務(wù)感知(標(biāo)準(zhǔn)β6=0.107)�？梢�(jiàn),泉州電信在后續(xù)經(jīng)營(yíng)發(fā)展過(guò)程中,針對(duì)年輕群體客戶市場(chǎng)可適當(dāng)減少資費(fèi)方面的投入,著重提高產(chǎn)品質(zhì)量和企業(yè)形象,并關(guān)注關(guān)系質(zhì)量、服務(wù)質(zhì)量及新業(yè)務(wù)感知等。本文通過(guò)實(shí)證研究,認(rèn)為泉州電信可通過(guò)以下幾點(diǎn)來(lái)提高年輕群體客戶滿意度:其一,泉州電信應(yīng)尤其注重通訊質(zhì)量、網(wǎng)絡(luò)覆蓋以及網(wǎng)絡(luò)接通率等方面的建設(shè),盡快完善目前網(wǎng)絡(luò)信號(hào)覆蓋差的問(wèn)題;其二,泉州電信可通過(guò)加強(qiáng)營(yíng)業(yè)廳風(fēng)格轉(zhuǎn)變以及實(shí)行店長(zhǎng)制管理來(lái)提高企業(yè)形象;其三,泉州電信可通過(guò)加強(qiáng)服務(wù)培訓(xùn)和優(yōu)化業(yè)務(wù)處理流程來(lái)提高服務(wù)質(zhì)量;其四,泉州電信可利用互聯(lián)網(wǎng)構(gòu)建與年輕群體客戶及時(shí)溝通和共享的渠道,進(jìn)而提高年輕群體客戶對(duì)關(guān)系質(zhì)量的感知;其五,泉州電信可對(duì)新業(yè)務(wù)進(jìn)行優(yōu)化并不斷創(chuàng)新,及時(shí)滿足該類(lèi)群體客戶需求,進(jìn)而提高滿意度。
[Abstract]:In the era of mobile Internet, the market share of the three major telecom operators will be redistributed and the market pattern will also be reoriented. Young groups are characterized by their distinctive personality, large market capacity, high degree of cultivation, and great potential for growth. These three operators have always been regarded as an important target market, and the investment in this target market is often greater than that in other target markets. This paper analyzes the causes of the unsatisfactory customer satisfaction of the young group of the company, selects the customer satisfaction theory as the foundation stone of the model construction, and constructs the research model of the influencing factors of the customer satisfaction of the young group of Quanzhou Telecom. And take Quanzhou telecom young group customer as the investigation object, collect the empirical data and carry out the empirical analysis. This article combines the literature review and the Quanzhou telecommunication young group customer characteristic foundation, The following hypotheses are put forward: this kind of customer group will affect the satisfaction degree of Quanzhou Telecom's enterprise image, product quality, service quality, tariff factor, relationship quality and new business perception. Except for the fact that the tariff factors have no significant effect on the customer satisfaction of Quanzhou Telecom, the other five variables have a positive effect on the customer satisfaction. And the influence of these five variables on the customer satisfaction of the young group of Quanzhou Telecom is as follows: product quality (standard 尾 _ 2o _ (0.411)), corporate image (standard 尾 _ (1) = 0.235), relationship quality (standard 尾 _ (50.141)), service quality (尾 _ 3N _ (0.123)), New business perception (Standard 尾 _ (60.107)), etc. Quanzhou Telecom, in the course of its subsequent operation and development, aims at the young group customer market to appropriately reduce the investment in tariff, focus on improving the product quality and corporate image, and pay attention to the quality of the relationship. Based on the empirical research, this paper holds that Quanzhou Telecom can improve the customer satisfaction of young people through the following points: first, Quanzhou Telecom should pay special attention to the quality of communication. Network coverage and network connection rate construction, as soon as possible to improve the current network signal coverage problem; second, Quanzhou Telecom can enhance the corporate image by strengthening business hall style change and the implementation of store-manager system management; third, Quanzhou Telecom can improve service quality by strengthening service training and optimizing business process. Fourth, Quanzhou Telecom can use the Internet to build channels for timely communication and sharing with young group customers. The fifth, Quanzhou Telecom can optimize and innovate the new business, meet the needs of this kind of group customers in time, and then improve the satisfaction.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F626;F274

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