通信客户期望值管理模型与实证研究
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摘要
随着通信市场竞争的日益激烈,各种客户关怀服务的不断涌现,通信企业的市场营销成本与日俱增。然而,在营销成本不断上升的同时,客户的期望值也在不断提高,这导致了客户满意度的改进工作往往达不到预期的效果。于是,通信企业的市场营销人员和管理人员开始逐渐关注客户的期望值管理。如何在提升客户服务水平的同时也合理有效的管理客户的期望值,从而提高企业的整体经营效果,对于通信企业而言是一个很有意义的研究课题。
本文首先论述了客户期望管理的概念与基本模型,然后通过研究客户期望的构成,构建了通信客户期望值构成因子模型;通过研究客户服务质量差距模型、服务期望理论、客户期望与满意度的关系、以及其他行业客户期望值管理的研究成果,结合通信行业特有的行业特征与产品(服务)特色,总结归纳出通信客户期望值的四个重要影响因素,分别为通信企业与客户之间所有的信息沟通、通信客户自身对产品(服务)的个人需求、通信客户对产品(服务)相关的经历经验以及通信产品(服务)的产品属性,并由此构建了通信客户期望值影响因素模型。接下来,采用问卷调查、结合数据分析的实证研究,利用结构方程(SEM)对通信客户期望值构成因子模型进行回归分析得出通信行业客户期望值的构成机理;对通信客户期望值影响因素模型进行修正优化,最终揭示出通信客户期望值的影响机理,即各个影响因素对构成因子的影响系数。最后根据通信行业的现状和特点,从通信企业的实际运作出发,结合所得结论,提出通信企业实施客户期望值管理的原则与可采取的客户期望值管理的管理建议。
The marketing cost of telecommunication companies is increasing because of the fierce competition and various customer care services. However, as the marketing costs rising, customer expectation is also improving, which results in the fail of customer satisfaction improvement. Therefore, customer expectation management is being paid attention to by marketing and management staff in telecommunication companies. It is a very significant study on how to manage customer expectation well and raise customer service level at the same time to improve the whole operating results.
This paper discusses the concept and basic models of customer expectation management first, and then by studying the composition of customer expectations, the constructive model for telecommunication customer expectation is built. Through learning of GAP model and service expectations theory, as well as the relationship between customer expectation and customer satisfaction, and also the research results in other industries in the field of customer expectation management, four important influence factors on telecommunication customer expectation are summarized, which is information communication between customers and telecommunication companies, customer individual need, experience related with products and services and telecommunication product property. Thus the influencing model for telecommunication customer expectation is built. By the empirical research, using SEM, the constructive model for telecommunication customer expectation is analyzed to get the constructive mechanism of telecommunication customer expectation. Also, the influencing model for telecommunication customer expectation is analyzed and optimized. The influencing mechanism is revealed with the influencing coefficient for each influencing factor being presented. Finally, according to the communications industry status and characteristics, suggestions on customer expectation management are given from the view of actual operation in telecommunication companies based on the empirical results.
本文首先论述了客户期望管理的概念与基本模型,然后通过研究客户期望的构成,构建了通信客户期望值构成因子模型;通过研究客户服务质量差距模型、服务期望理论、客户期望与满意度的关系、以及其他行业客户期望值管理的研究成果,结合通信行业特有的行业特征与产品(服务)特色,总结归纳出通信客户期望值的四个重要影响因素,分别为通信企业与客户之间所有的信息沟通、通信客户自身对产品(服务)的个人需求、通信客户对产品(服务)相关的经历经验以及通信产品(服务)的产品属性,并由此构建了通信客户期望值影响因素模型。接下来,采用问卷调查、结合数据分析的实证研究,利用结构方程(SEM)对通信客户期望值构成因子模型进行回归分析得出通信行业客户期望值的构成机理;对通信客户期望值影响因素模型进行修正优化,最终揭示出通信客户期望值的影响机理,即各个影响因素对构成因子的影响系数。最后根据通信行业的现状和特点,从通信企业的实际运作出发,结合所得结论,提出通信企业实施客户期望值管理的原则与可采取的客户期望值管理的管理建议。
The marketing cost of telecommunication companies is increasing because of the fierce competition and various customer care services. However, as the marketing costs rising, customer expectation is also improving, which results in the fail of customer satisfaction improvement. Therefore, customer expectation management is being paid attention to by marketing and management staff in telecommunication companies. It is a very significant study on how to manage customer expectation well and raise customer service level at the same time to improve the whole operating results.
This paper discusses the concept and basic models of customer expectation management first, and then by studying the composition of customer expectations, the constructive model for telecommunication customer expectation is built. Through learning of GAP model and service expectations theory, as well as the relationship between customer expectation and customer satisfaction, and also the research results in other industries in the field of customer expectation management, four important influence factors on telecommunication customer expectation are summarized, which is information communication between customers and telecommunication companies, customer individual need, experience related with products and services and telecommunication product property. Thus the influencing model for telecommunication customer expectation is built. By the empirical research, using SEM, the constructive model for telecommunication customer expectation is analyzed to get the constructive mechanism of telecommunication customer expectation. Also, the influencing model for telecommunication customer expectation is analyzed and optimized. The influencing mechanism is revealed with the influencing coefficient for each influencing factor being presented. Finally, according to the communications industry status and characteristics, suggestions on customer expectation management are given from the view of actual operation in telecommunication companies based on the empirical results.
引文
[1][15][22]菲利普·科特勒著 营销管理(第九版)梅汝和等译 上海人民出版社 1999
[2][36]熊凯,王娟 服务企业顾客期望管理 当代财经,2005(1)2005年1月 第62-65页
[3][17][41]方思杰 基于理性的顾客满意度研究 硕士论文 哈尔滨工业大学 2001
[4]Prakash Ved.Validity and Reliability of the Confirmation of Expectations Paradigm as a Determinant of Consumer Satisfaction,Journal of the Academy of Marketing Science Vol.12,No.4,1984
[5]Paula M.Saunders.Delighting Customers By Managing Expectations For Service Quality:An Example From the Optical Industry.Journal of Applied Business Research,Vol.11,Spring95.
[6][12]Oliver,Richard,L.."A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,Journal of Marketing Research Vol.17,No.4,1980
[7]A.Parasuraman,Valarie A.Zeithaml,and Leonard L.Berry.SERVQUAL:A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,Journal of Retailing Vo.64,No.1,1988.
[8]Kenneth E.Clow,David L.Kurtz,John Ozment and Beng Soo Ong.The antecedents of consumer expectations of services:an empirical study across four industries,Journal of Marketing Research Vol.11,No.4,1997
[9]Parasuraman A,Zeithaml V A,Berry L L.,"The nature and determinants of customer expectations of service",Journal of Academy of Marketing Science,Vol.21 Nol,1993 pp.1-12
[10]Parasuraman A,Zeithaml V A,Berry L L.A Conceptual Model of Service Quality and Its Implication for Future Research[J].Journal of Marketing,1985(12)pp.111 - 115.
[1l]于君英,徐明 服务业顾客期望层次论 东华大学学报(自然科学版)第27卷第4期第48-51页
[13]黄俊英 顾客满意评量之重新检测理评论 中国质量 第八卷第一期 2003
[14]章小辉 基于企业整体价值的营销组合策略研究 硕士论文 哈尔滨工业大学 2001
[16]胡正阳,李丰,胡跃东 全面顾客服务[M]中国商业出版社 1995
[18]许晓明,张佰华 顾客期望管理--企业市场营销的新课题 1998 第32-33页
[19]林志航 计算机辅助质量系统 机械工业出版社 1998 第28-32页
[20]Arthur R Tenner,Irving J Detoro.Total Quality Management-Three Steps to Continuous Improvement[M].New York:Addisorr Wesley 1992 pp.68-70
[21]Ojasalo.J "Quality Dynamics in Professional Service",Helsinki/Helsingfors:Swedish School of Economics/CERS,Finland 1999 pp.97
[23]唐晓芬 顾客满意度测评 上海科学技术出版社 2001第61-62页
[24]刘金兰 顾客满意度与ACSI 天津大学出版社 2006
[25]瓦拉瑞尔·A·泽思曼尔,玛丽·乔·比特纳 服务营销 机械工业出版社 2004
[26]Magnus Siderlund Customer satisfaction,world-of-mouth intention,and repurchase intentions:An empirical exploration of the potential for timing-of-measurement effect',paper prepared for the 29~(th)EMAC Conference,Rottendam 2000
[27]Lewis R C,Booms B H The Marketing Aspects of Service Quality.In:Berry L ed.Emerging Perspectives on Services Marketing,Chicago:GIShostack and G.Upah,Eds 1983 p:99-107
[28]朱文彪 影响顾客期望值形成的若干非财务性因素 今日工程机械 2005年第7期第64-74页
[29]秦远好 饭店服务质量期望差距管理研究 西南师范大学学报(人文社会科学版)第31卷 第2期 2005年3月 第2-8页
[30]杨瑞桢 现代通信企业市场营销管理 人民邮电出版社 2002
[31]菲利普.科特勒著.营销管理.梅汝和等译.上海人民出版社 2001
[32]李欣,程志超 服务业顾客期望管理初探 北京交通大学学报(社会科学版)第三卷集三期 第44-47页
[33]Cynthia Webster,Influence Upon Consumer Expectation of Service,Journal of Service Marketing Vol.5,No.1,Winter 1991
[34]韩经纶 服务营销 天津人民出版社 1997年10月 第173页
[35][49]李原 服务企业的顾客期望管理 硕士论文 西南财经大学 2006
[37]Maslow A H.Motivation and personality,3~(rd)ed.New York:Harper & Row,1987
[38]左震林 对电信服务质量评价指标的初步思考 泰尔网
[39][46]侯杰泰、温忠麟、成子娟 结构方程模型及其应用 教育科学出版社2004年7月
[40]中国移动通信公司网站:http://www.chinamobile.com
[42][43]吴明隆 SPSS统计应用实 务科学出版社 2003年10月 第62-68页
[44][45]Hair Joseph F.Jr.Rolph E.Anderson,Ronald L.Tatham,and William C.Black.Multivariate Data Analysis.Fifth Edition.Upper Saddle River,NJ:Prentice Hall 1998 p:449,490-494
[47][48]Carmines Edoard G.,and Tohu P.Mclver.Analyzing Models with Unobserved Variables.IN" G.W.Bohmstedi,and E.F.Borgatte,eds.Social Measurement:Current Issue,Beverly Hills:5age 1981 p.80
[50]崔涛,廖小伟,吕廷杰 电信服务体验研究 研究与设计 2004 第11-13页
[51]中国信息产业网http://www.cnii.com.cn
[52]齐佳音,舒华英,王秋宏 电信客户关怀业务的全过程设计 2007
[53]Lawrence O.Hamer,Ben Shaw-Ching Liu and D.Sudharshan The effects of intra-encounter changes in expectations on perceived service quality models Journal of Service Research Vol.1No3 February 1999 p.275-289
[54]Synovate 中国移动2006年客户满意度研究全年汇总报告 2006
[55]施平平 把握并且超越顾客期望至关重要 上海质量2001年第11期 第56-57页
[56]J.C.Olson,P.A.Dover.Disconfirmation of Consumer Expectations.Through Product Trial[J].Journal of Applied Psychology 1979 p.179-189
[2][36]熊凯,王娟 服务企业顾客期望管理 当代财经,2005(1)2005年1月 第62-65页
[3][17][41]方思杰 基于理性的顾客满意度研究 硕士论文 哈尔滨工业大学 2001
[4]Prakash Ved.Validity and Reliability of the Confirmation of Expectations Paradigm as a Determinant of Consumer Satisfaction,Journal of the Academy of Marketing Science Vol.12,No.4,1984
[5]Paula M.Saunders.Delighting Customers By Managing Expectations For Service Quality:An Example From the Optical Industry.Journal of Applied Business Research,Vol.11,Spring95.
[6][12]Oliver,Richard,L.."A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,Journal of Marketing Research Vol.17,No.4,1980
[7]A.Parasuraman,Valarie A.Zeithaml,and Leonard L.Berry.SERVQUAL:A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,Journal of Retailing Vo.64,No.1,1988.
[8]Kenneth E.Clow,David L.Kurtz,John Ozment and Beng Soo Ong.The antecedents of consumer expectations of services:an empirical study across four industries,Journal of Marketing Research Vol.11,No.4,1997
[9]Parasuraman A,Zeithaml V A,Berry L L.,"The nature and determinants of customer expectations of service",Journal of Academy of Marketing Science,Vol.21 Nol,1993 pp.1-12
[10]Parasuraman A,Zeithaml V A,Berry L L.A Conceptual Model of Service Quality and Its Implication for Future Research[J].Journal of Marketing,1985(12)pp.111 - 115.
[1l]于君英,徐明 服务业顾客期望层次论 东华大学学报(自然科学版)第27卷第4期第48-51页
[13]黄俊英 顾客满意评量之重新检测理评论 中国质量 第八卷第一期 2003
[14]章小辉 基于企业整体价值的营销组合策略研究 硕士论文 哈尔滨工业大学 2001
[16]胡正阳,李丰,胡跃东 全面顾客服务[M]中国商业出版社 1995
[18]许晓明,张佰华 顾客期望管理--企业市场营销的新课题 1998 第32-33页
[19]林志航 计算机辅助质量系统 机械工业出版社 1998 第28-32页
[20]Arthur R Tenner,Irving J Detoro.Total Quality Management-Three Steps to Continuous Improvement[M].New York:Addisorr Wesley 1992 pp.68-70
[21]Ojasalo.J "Quality Dynamics in Professional Service",Helsinki/Helsingfors:Swedish School of Economics/CERS,Finland 1999 pp.97
[23]唐晓芬 顾客满意度测评 上海科学技术出版社 2001第61-62页
[24]刘金兰 顾客满意度与ACSI 天津大学出版社 2006
[25]瓦拉瑞尔·A·泽思曼尔,玛丽·乔·比特纳 服务营销 机械工业出版社 2004
[26]Magnus Siderlund Customer satisfaction,world-of-mouth intention,and repurchase intentions:An empirical exploration of the potential for timing-of-measurement effect',paper prepared for the 29~(th)EMAC Conference,Rottendam 2000
[27]Lewis R C,Booms B H The Marketing Aspects of Service Quality.In:Berry L ed.Emerging Perspectives on Services Marketing,Chicago:GIShostack and G.Upah,Eds 1983 p:99-107
[28]朱文彪 影响顾客期望值形成的若干非财务性因素 今日工程机械 2005年第7期第64-74页
[29]秦远好 饭店服务质量期望差距管理研究 西南师范大学学报(人文社会科学版)第31卷 第2期 2005年3月 第2-8页
[30]杨瑞桢 现代通信企业市场营销管理 人民邮电出版社 2002
[31]菲利普.科特勒著.营销管理.梅汝和等译.上海人民出版社 2001
[32]李欣,程志超 服务业顾客期望管理初探 北京交通大学学报(社会科学版)第三卷集三期 第44-47页
[33]Cynthia Webster,Influence Upon Consumer Expectation of Service,Journal of Service Marketing Vol.5,No.1,Winter 1991
[34]韩经纶 服务营销 天津人民出版社 1997年10月 第173页
[35][49]李原 服务企业的顾客期望管理 硕士论文 西南财经大学 2006
[37]Maslow A H.Motivation and personality,3~(rd)ed.New York:Harper & Row,1987
[38]左震林 对电信服务质量评价指标的初步思考 泰尔网
[39][46]侯杰泰、温忠麟、成子娟 结构方程模型及其应用 教育科学出版社2004年7月
[40]中国移动通信公司网站:http://www.chinamobile.com
[42][43]吴明隆 SPSS统计应用实 务科学出版社 2003年10月 第62-68页
[44][45]Hair Joseph F.Jr.Rolph E.Anderson,Ronald L.Tatham,and William C.Black.Multivariate Data Analysis.Fifth Edition.Upper Saddle River,NJ:Prentice Hall 1998 p:449,490-494
[47][48]Carmines Edoard G.,and Tohu P.Mclver.Analyzing Models with Unobserved Variables.IN" G.W.Bohmstedi,and E.F.Borgatte,eds.Social Measurement:Current Issue,Beverly Hills:5age 1981 p.80
[50]崔涛,廖小伟,吕廷杰 电信服务体验研究 研究与设计 2004 第11-13页
[51]中国信息产业网http://www.cnii.com.cn
[52]齐佳音,舒华英,王秋宏 电信客户关怀业务的全过程设计 2007
[53]Lawrence O.Hamer,Ben Shaw-Ching Liu and D.Sudharshan The effects of intra-encounter changes in expectations on perceived service quality models Journal of Service Research Vol.1No3 February 1999 p.275-289
[54]Synovate 中国移动2006年客户满意度研究全年汇总报告 2006
[55]施平平 把握并且超越顾客期望至关重要 上海质量2001年第11期 第56-57页
[56]J.C.Olson,P.A.Dover.Disconfirmation of Consumer Expectations.Through Product Trial[J].Journal of Applied Psychology 1979 p.179-189