【摘要】：隨著電信行業(yè)的壟斷格局被打破，運(yùn)營商之間的競爭愈演愈烈。提高客戶滿意度，減少客戶流失，增強(qiáng)客戶的忠誠度，成為電信運(yùn)營商保持客戶和收入增長的重要手段�？蛻舴⻊�(wù)中心作為運(yùn)營商進(jìn)行客戶服務(wù)的核心部門，在面對(duì)多樣化的業(yè)務(wù)承載、差異化的客戶需求以及行業(yè)內(nèi)激烈競爭等內(nèi)外部挑戰(zhàn)，需要重新審視和不斷完善現(xiàn)有的服務(wù)體系，以精準(zhǔn)到位客戶滿意度管理工作帶來客戶忠誠度的提升。 本文首先介紹了通信行業(yè)面臨的挑戰(zhàn)，引出本論文寫作的背景以及本論文研究的目的、意義以及研究方法。簡要介紹了國內(nèi)外滿意度管理模型及特點(diǎn)，特別是認(rèn)真分析了國外知名企業(yè)，尤其是電信業(yè)的應(yīng)用情況；結(jié)合中國移動(dòng)的基本情況，，結(jié)合滿意度差距模型和峰終理論，一方面從宏觀上，找出企業(yè)行為與客戶期望之間的衡量指標(biāo)，從而使得衡量客戶滿意度變得數(shù)據(jù)化、可依據(jù)；另一方面，從單個(gè)客戶出發(fā)，從客戶接入、請(qǐng)求、接通、解釋、辦理、轉(zhuǎn)接等多個(gè)環(huán)節(jié)來收集客戶期望，得到滿意度管理的各項(xiàng)客戶感知指標(biāo)，并通過熵值法對(duì)不同維度的客戶表述信息進(jìn)行處理，得到可在同一維度進(jìn)行衡量的指標(biāo)，區(qū)分了各個(gè)指標(biāo)的重要程度，從而使得每客戶的感知變得可衡量。進(jìn)一步得將各項(xiàng)客戶感知指標(biāo)在運(yùn)營實(shí)踐中予以對(duì)應(yīng)，最終形成可衡量、可評(píng)估的客戶滿意度評(píng)價(jià)體系。 本論文的研究旨在找到一種對(duì)客戶滿意度這種量化的、難以與生產(chǎn)實(shí)際相結(jié)合的關(guān)鍵管理對(duì)象，通過滿意度模型的建立起一套指標(biāo)體系，有效找出生產(chǎn)運(yùn)營的短板，找出優(yōu)先改善環(huán)節(jié)，提高客戶滿意度，提高企業(yè)的競爭力。
[Abstract]:As the monopoly pattern of telecommunication industry is broken, the competition between operators becomes more and more intense. To improve customer satisfaction, reduce customer turnover, and enhance customer loyalty become an important means for telecom operators to maintain customer and revenue growth. As the core department of customer service for operators, customer service center is faced with internal and external challenges, such as diversified business carrying capacity, differentiated customer demand and fierce competition within the industry. Need to re-examine and constantly improve the existing service system, in order to accurately achieve customer satisfaction management to improve customer loyalty. This paper first introduces the challenges faced by the communication industry, leads to the background of this paper, the purpose, significance and research methods of this paper. This paper briefly introduces the satisfaction management model and its characteristics at home and abroad, especially analyzes the application of well-known foreign enterprises, especially the telecommunications industry. Combined with the basic situation of China Mobile, combined with the satisfaction gap model and peak-to-end theory, on the one hand, from the macro point of view, to find out the enterprise behavior and customer expectations between the measurement index, so that the measurement of customer satisfaction becomes data, can be based on; On the other hand, from a single customer, from the customer access, request, access, interpretation, processing, transfer and other links to collect customer expectations, get satisfaction management of the customer perception indicators, And through the entropy method of different dimensions of customer representation information processing, can be measured in the same dimension of the indicators, distinguish the importance of each index, so that each customer's perception becomes measurable. Furthermore, the customer perception index can be matched in the operation practice, and a measurable and assessable customer satisfaction evaluation system will be formed. The purpose of this paper is to find out a kind of key management object which is difficult to combine with the production practice, and to establish a set of index system through the establishment of satisfaction model to find out the short board of production and operation effectively. Find out the priority to improve the links, improve customer satisfaction, improve the competitiveness of enterprises.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F626

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