移动通信运营企业服务有效性研究
摘要
伴随着移动通信行业竞争的不断升级和理性化趋势，价格战和简单的促销手段对客户的影响越来越有限，竞争的核心回归到服务上来。服务是移动通信行业的本质所在，各个运营企业都有自己丰富多彩的服务体系。但服务的效果却未必与商家的投入成正比，如何走出盲目设计、提供服务的怪圈，提高服务工作的效率，对服务有效性的研究对于解决此类问题十分有帮助。
本文系统追述了国内外关于服务、有效性、服务有效性以及需求理论的研究路线，总结提炼了前人的研究成果。随后以科技可接受模型为研究思路的蓝本，以结构方程为数量处理工具，通过科技可接受模型构建移动通信运营企业服务有效性理论模型，用结构方程的思想分别从客户和企业两个角度提炼出服务满足客户个性化需求程度、服务流程顺畅性、服务支出量这三大类共九个变量。然后将这些因素切入科技可接受模型中，以“客户满意度”和“企业员工服务有效性感知”为中间变量，分析客户端和企业端分别对总体服务有效性产生的影响。
本研究得出的结论性意见是：对于移动通信企业而言，客户端和企业端都存在着对总体服务有效性产生影响的因素，且处于不同层次的需求，这些因素的影响作用大小不同。这就要求移动运营商设计服务方案时，区别对待不同的客户需求类型，制定不同的服务成本标准，以最有效的方式提供客户最满意的服务。
在进行数据验证的基础之上，本文还做了实际工作层面的探讨。按照对服务有效性确有影响的几类因素之间的逻辑关系建立了移动通信运营企业服务有效性管理体系。以不轻易停机服务为例设计了体系的具体内容，并就实施的效果进行了初评，将本文对服务有效性研究的思路放之实际进行了初步检验。
通过本文大量的理论追述和实践研究，得出的主要结论和创新点如下：
●在继承考究前人研究成果的基础之上，我们提出了服务有效性的定义：企业与客户在一个有价值的互动过程中付出并达到预期期望，使该过程持续进行。
●基于卡诺模型，创造性地将移动客户的需求分为三个层次：基本需求、期望需求、惊喜需求。
●在大量实践工作的基础之上，结合科技可接受模型的思想提出了移动通信运营企业服务有效性模型。
●提出有效服务管理体系。
本文的研究成果对于移动通信运营企业准确把握服务有效性概念、科学分析客户内心需求以及提出操作性强的服务管理体系都有很强的参考价值。
With the development of competition methods in Mobile Telecommunication Industry, price and promotion methods become more and more weak. Service is now the core. Although there are various services in every companies, the service-effect is not satisfactory. How to improve it? The research of Service-Efficiency can be helpful.
The service efficiency model in mobile telecommunication industry is put forward in this paper. Customer and company are the two directions of this model. I look into the relationship of factors by data collecting and concrete analyzing.
Based on the present achievement of Service, Efficiency, Service efficiency and Demand, I set up the service efficiency model in mobile telecommunication industry. The content of company meets customers' demands, the fluency of service flowchart and the service cost are the main variables of the model.
The results of my paper are: the factors which can influence the service efficiency really exist. Different factors have different effects. Enterprises in mobile telecommunication industry should design distinguished service cost and content to meet the customers' demands.
We come to the discuss of practice in chapter 6. Concrete evidence research is the other important content in the paper. I take all the results in theory into reality to inspect the effect.
The achievements in the paper have significant roles to companies in grasping the customers' service demands, improving the service effects and so on. Meanwhile, this paper obeys to the standard steps as market-investigating, data-analyzing, system-designing and concrete evidence research. This thinking is good to other similar research.
本文系统追述了国内外关于服务、有效性、服务有效性以及需求理论的研究路线，总结提炼了前人的研究成果。随后以科技可接受模型为研究思路的蓝本，以结构方程为数量处理工具，通过科技可接受模型构建移动通信运营企业服务有效性理论模型，用结构方程的思想分别从客户和企业两个角度提炼出服务满足客户个性化需求程度、服务流程顺畅性、服务支出量这三大类共九个变量。然后将这些因素切入科技可接受模型中，以“客户满意度”和“企业员工服务有效性感知”为中间变量，分析客户端和企业端分别对总体服务有效性产生的影响。
本研究得出的结论性意见是：对于移动通信企业而言，客户端和企业端都存在着对总体服务有效性产生影响的因素，且处于不同层次的需求，这些因素的影响作用大小不同。这就要求移动运营商设计服务方案时，区别对待不同的客户需求类型，制定不同的服务成本标准，以最有效的方式提供客户最满意的服务。
在进行数据验证的基础之上，本文还做了实际工作层面的探讨。按照对服务有效性确有影响的几类因素之间的逻辑关系建立了移动通信运营企业服务有效性管理体系。以不轻易停机服务为例设计了体系的具体内容，并就实施的效果进行了初评，将本文对服务有效性研究的思路放之实际进行了初步检验。
通过本文大量的理论追述和实践研究，得出的主要结论和创新点如下：
●在继承考究前人研究成果的基础之上，我们提出了服务有效性的定义：企业与客户在一个有价值的互动过程中付出并达到预期期望，使该过程持续进行。
●基于卡诺模型，创造性地将移动客户的需求分为三个层次：基本需求、期望需求、惊喜需求。
●在大量实践工作的基础之上，结合科技可接受模型的思想提出了移动通信运营企业服务有效性模型。
●提出有效服务管理体系。
本文的研究成果对于移动通信运营企业准确把握服务有效性概念、科学分析客户内心需求以及提出操作性强的服务管理体系都有很强的参考价值。
With the development of competition methods in Mobile Telecommunication Industry, price and promotion methods become more and more weak. Service is now the core. Although there are various services in every companies, the service-effect is not satisfactory. How to improve it? The research of Service-Efficiency can be helpful.
The service efficiency model in mobile telecommunication industry is put forward in this paper. Customer and company are the two directions of this model. I look into the relationship of factors by data collecting and concrete analyzing.
Based on the present achievement of Service, Efficiency, Service efficiency and Demand, I set up the service efficiency model in mobile telecommunication industry. The content of company meets customers' demands, the fluency of service flowchart and the service cost are the main variables of the model.
The results of my paper are: the factors which can influence the service efficiency really exist. Different factors have different effects. Enterprises in mobile telecommunication industry should design distinguished service cost and content to meet the customers' demands.
We come to the discuss of practice in chapter 6. Concrete evidence research is the other important content in the paper. I take all the results in theory into reality to inspect the effect.
The achievements in the paper have significant roles to companies in grasping the customers' service demands, improving the service effects and so on. Meanwhile, this paper obeys to the standard steps as market-investigating, data-analyzing, system-designing and concrete evidence research. This thinking is good to other similar research.
引文
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