基于扎根理论的电信运营企业均衡服务研究
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摘要
近年来,移动通信业务同质化趋势明显,服务层面竞争激烈,在服务资源一定的情况下,如何有效地进行服务资源配置是电信运营企业面临的一个重要课题。随着服务渠道和形式多样化,电信运营领域存在的服务不均衡问题日益凸显,传统的“均衡生产”理论已不能满足市场发展与理论支撑的需求。因此,本文对“均衡生产”进行理论拓展,论证均衡服务的理论基础和现实依据,构建理论模型并进行实证分析,旨在探索通信服务企业的服务资源优化配置问题,以提高消费者满意度、资源有效利用和提升服务竞争力。
本文以均衡理论和资源配置优化理论为基础,研究电信运营企业均衡服务问题,着重研究以下内容：(1)以企业存在的现实问题为出发点,对均衡服务进行理论溯源、涵义界定和因素归纳；(2)应用扎根理论的研究方法构建均衡服务理论模型,归纳总结均衡服务的影响因素；(3)运用结构方程模型的研究方法、应用SPSS对调研数据进行分析,对本文所构建的均衡服务理论模型进行验证和修正；(4)通过电信运营企业的实证研究,分析各因素对均衡服务的影响程度,归纳电信运营企业现存的服务不均衡问题及其表现形式,提出优化策略。
本文通过研究得出以下结论：(1)均衡服务是指在满足客户需求的前提下,优化各接触点服务资源配置,实现服务均衡性的可持续发展过程,并在此过程中稳步提高客户满意度。(2)均衡服务体现为三方面的均衡：电信运营企业达到服务效率的均衡；用户达到满意度的均衡；考虑竞争对手对企业自身策略和客户满意度的影响,实现的动态均衡。(3)影响均衡服务的三大要素是：服务能力、服务竞争和服务期望。以此为研究基础,电信运营企业的均衡服务影响因素可归纳为五个方面：服务水平、服务协同、盈利能力、服务适度性和满意度贡献。(4)提升电信运营企业的均衡服务水平可从以下两方面均衡入手：一是把握服务能力和服务期望的均衡；二是把握服务能力和服务竞争的均衡。
本文创新点如下：一是将制造业中“均衡生产”的思想在服务行业中演绎和应用,论证均衡服务的理论基础和现实依据；二是将“均衡服务”应用于电信运营企业,应用扎根理论的研究方法构建均衡服务理论模型；三是通过结构方程模型的构建和分析对均衡服务理论模型进行实证研究,构建均衡服务影响因素指标体系；四是将均衡服务思想应用于电信运营企业渠道资源管理进行实证分析。
In recent years, trends of mobile communication business became markedly homogeneous, service-level competition act more and more intense. Under the condition of unchanged total amount, how to effectively allocate the service resources is an important issue for all the telecom operators. With the diversification of service channels and forms,"Un-equilibrium service" problems in telecom operators has become increasingly prominent, and the traditional "balance of production" theory cannot meet the demand of market development and theoretical support. Therefore, based on the " balance of production " theory this paper will propose an idea called"equilibrium service", which focus on service resource allocation problems in telecom operators to improve customer satisfaction, effective use of resources and service competitiveness.
This paper refers to the " balance of production" theory system, based on optimal resources allocation theories, studies the issues of equilibrium in service for telecom companies. It focuses on the following contents:(1) Proposes "equilibrium service" and traces the source of its theory.(2) Builds the theoretical model of "equilibrium service" based on the Grounded theory, summarize the impact factors.(3) Applies the methodology of Structural Equation Modeling to verify and correct the theory model formed in the previous text.(4) Summarize the un-equilibrium service problems and their forms, proposes strategies.
This paper studies the following conclusions:(1)"Equilibrium service" means optimization of service resource allocation in the premise of meeting customers'demand, and a sustainable developing process in which we steadily improve customer satisfaction.(2)"Equilibrium Service" reflects the balance in three areas:Telecom operators achieve a balance in service efficiency; customers achieve a balance in satisfaction degree; considering the impact from competitors on its own strategy and customer satisfaction, a telecom operator achieves a dynamic equilibrium.(3) There are three affect elements for "Equilibrium service":Service capacity, service competition, and service expectations.Based on this conclusion,"Equilibrium Service" can also be grouped into five factors: Service levels, service coordination, profitability, service moderate and satisfaction contribution.(4) We can improve the equilibrium level of service from the following two aspects:First, grasp the equilibrium between service capacity and service expectations; second, grasp the equilibrium between service capacity and service competition.
The innovations of this dissertation are:First, putting the application of "balanced production"from production areas into service industry, this paper demonstrates the idea of "equilibrium service", describes and defines its meaning; Second, this paper makes the idea of equilibrium service"applied to telecom operators,builds a equilibrium service model,and establishs a index system based on the Grounded theory; Third, this paper puts a empirical research on the equilibrium service theory through structural equation modeling analysis, and takes a preliminary exploration of it; Forth, this paper comes up with the equilibrium service model for channel resources management in telecom companies, and proposes strategy recommendations for telecom operators.
本文以均衡理论和资源配置优化理论为基础,研究电信运营企业均衡服务问题,着重研究以下内容：(1)以企业存在的现实问题为出发点,对均衡服务进行理论溯源、涵义界定和因素归纳；(2)应用扎根理论的研究方法构建均衡服务理论模型,归纳总结均衡服务的影响因素；(3)运用结构方程模型的研究方法、应用SPSS对调研数据进行分析,对本文所构建的均衡服务理论模型进行验证和修正；(4)通过电信运营企业的实证研究,分析各因素对均衡服务的影响程度,归纳电信运营企业现存的服务不均衡问题及其表现形式,提出优化策略。
本文通过研究得出以下结论：(1)均衡服务是指在满足客户需求的前提下,优化各接触点服务资源配置,实现服务均衡性的可持续发展过程,并在此过程中稳步提高客户满意度。(2)均衡服务体现为三方面的均衡：电信运营企业达到服务效率的均衡；用户达到满意度的均衡；考虑竞争对手对企业自身策略和客户满意度的影响,实现的动态均衡。(3)影响均衡服务的三大要素是：服务能力、服务竞争和服务期望。以此为研究基础,电信运营企业的均衡服务影响因素可归纳为五个方面：服务水平、服务协同、盈利能力、服务适度性和满意度贡献。(4)提升电信运营企业的均衡服务水平可从以下两方面均衡入手：一是把握服务能力和服务期望的均衡；二是把握服务能力和服务竞争的均衡。
本文创新点如下：一是将制造业中“均衡生产”的思想在服务行业中演绎和应用,论证均衡服务的理论基础和现实依据；二是将“均衡服务”应用于电信运营企业,应用扎根理论的研究方法构建均衡服务理论模型；三是通过结构方程模型的构建和分析对均衡服务理论模型进行实证研究,构建均衡服务影响因素指标体系；四是将均衡服务思想应用于电信运营企业渠道资源管理进行实证分析。
In recent years, trends of mobile communication business became markedly homogeneous, service-level competition act more and more intense. Under the condition of unchanged total amount, how to effectively allocate the service resources is an important issue for all the telecom operators. With the diversification of service channels and forms,"Un-equilibrium service" problems in telecom operators has become increasingly prominent, and the traditional "balance of production" theory cannot meet the demand of market development and theoretical support. Therefore, based on the " balance of production " theory this paper will propose an idea called"equilibrium service", which focus on service resource allocation problems in telecom operators to improve customer satisfaction, effective use of resources and service competitiveness.
This paper refers to the " balance of production" theory system, based on optimal resources allocation theories, studies the issues of equilibrium in service for telecom companies. It focuses on the following contents:(1) Proposes "equilibrium service" and traces the source of its theory.(2) Builds the theoretical model of "equilibrium service" based on the Grounded theory, summarize the impact factors.(3) Applies the methodology of Structural Equation Modeling to verify and correct the theory model formed in the previous text.(4) Summarize the un-equilibrium service problems and their forms, proposes strategies.
This paper studies the following conclusions:(1)"Equilibrium service" means optimization of service resource allocation in the premise of meeting customers'demand, and a sustainable developing process in which we steadily improve customer satisfaction.(2)"Equilibrium Service" reflects the balance in three areas:Telecom operators achieve a balance in service efficiency; customers achieve a balance in satisfaction degree; considering the impact from competitors on its own strategy and customer satisfaction, a telecom operator achieves a dynamic equilibrium.(3) There are three affect elements for "Equilibrium service":Service capacity, service competition, and service expectations.Based on this conclusion,"Equilibrium Service" can also be grouped into five factors: Service levels, service coordination, profitability, service moderate and satisfaction contribution.(4) We can improve the equilibrium level of service from the following two aspects:First, grasp the equilibrium between service capacity and service expectations; second, grasp the equilibrium between service capacity and service competition.
The innovations of this dissertation are:First, putting the application of "balanced production"from production areas into service industry, this paper demonstrates the idea of "equilibrium service", describes and defines its meaning; Second, this paper makes the idea of equilibrium service"applied to telecom operators,builds a equilibrium service model,and establishs a index system based on the Grounded theory; Third, this paper puts a empirical research on the equilibrium service theory through structural equation modeling analysis, and takes a preliminary exploration of it; Forth, this paper comes up with the equilibrium service model for channel resources management in telecom companies, and proposes strategy recommendations for telecom operators.
引文
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