铁岭移动客户满意度调查与分析
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摘要
20世纪70年代以来,客户满意度研究一直是企业管理理论研究的一个热点问题。90年代,客户满意度理论开始在我国企业实践中加以运用。中国移动通信集团辽宁有限公司铁岭分公司(简称铁岭移动,下同)自2003年开始每年进行客户满意度测评,原则上上年度客户满意度的测评结果将指导企业下年度客户服务工作的开展。但近几年的实践结果并不尽如人意,说明公司在客户满意度理论应用上仍存在一定问题。如何完整把握客户满意度理论,并将理论充分运用到铁岭移动的服务实践中,改善服务质量,提升客户满意度,是本文要解决的核心问题。本论文是以调查报告的形式进行研究的。
铁岭移动公司是境外上市公司,面临的竞争压力也日益加剧,为了了解消费者对移动接受情况,分析铁岭移动综合满意度和标准满意度服务水平,为铁岭移动公司的改进提供必要的决策资料和支持数据,进行了本次市场调查。
本文在收集整理大量文献资料的基础上,借鉴国内其他行业顾客满意度调查和分析的成功方法,综合运用了定性和定量的调查研究方法,对铁岭移动的三大品牌全球通、动感地带和神州行进行了顾客满意状况调查,对调查得到的资料进行系统深入研究的基础上,分析了铁岭移动满意度存在的问题。最后,本文对铁岭移动客户满意度改进提出了建议。
Since the 20th century 70's, the customer degree of satisfaction research always have been business management fundamental research hot topics.The 90's, the customer degree of satisfaction theory starts in Our country Enterprise to practice performs to utilize.The China mobile communication group Liaoning limited company Tieling subsidiary company (i.e. Tieling moves, similarly hereinafter) started every year from 2003 to carry on the customer degree of satisfaction evaluation, in principle previous year the customer degree of satisfaction evaluation result will instruct the enterprise next fiscal year customer service work the development. But in recent years practice result not entirely as desired, explained the company still had certain problem in the customer degree of satisfaction theory application.How does the integrity grasp the customer degree of satisfaction theory, and utilizes fully in the service practice the theory which Tieling moves, the improvement grade of service, the promotion customer degree of satisfaction, is the core question which this article needs to solve. The present paper is conducts the research by the report of investigation form.
The Tieling migration company is beyond the border to be listed, faced with the competition pressure also day by day intensifies, in order to understand the consumer to moves accepts the situation, analyzes Tieling to move the synthesis degree of satisfaction and the standard degree of satisfaction service level, is the Tieling migration company's improvement provides the essential policy-making material and the support data, has carried on this market survey.
This article reorganizes the massive literature material in the collection in the foundation, the model domestic other profession customer degree of satisfaction investigation and the analysis successful method, the synthesis has utilized qualitative and the quota investigation and study method, moved three big brand whole world to Tieling to pass, the person or household who refuses to move and bargains for unreasonably high compensation when the land is requisitioned for a construction project region and Shenzhouxing has carried on the customer satisfactory condition investigation, and analyzed the Tieling migration degree of satisfaction existence question.Finally, this article put forward the proposal to the Tieling migration customer degree of satisfaction improvement.
铁岭移动公司是境外上市公司,面临的竞争压力也日益加剧,为了了解消费者对移动接受情况,分析铁岭移动综合满意度和标准满意度服务水平,为铁岭移动公司的改进提供必要的决策资料和支持数据,进行了本次市场调查。
本文在收集整理大量文献资料的基础上,借鉴国内其他行业顾客满意度调查和分析的成功方法,综合运用了定性和定量的调查研究方法,对铁岭移动的三大品牌全球通、动感地带和神州行进行了顾客满意状况调查,对调查得到的资料进行系统深入研究的基础上,分析了铁岭移动满意度存在的问题。最后,本文对铁岭移动客户满意度改进提出了建议。
Since the 20th century 70's, the customer degree of satisfaction research always have been business management fundamental research hot topics.The 90's, the customer degree of satisfaction theory starts in Our country Enterprise to practice performs to utilize.The China mobile communication group Liaoning limited company Tieling subsidiary company (i.e. Tieling moves, similarly hereinafter) started every year from 2003 to carry on the customer degree of satisfaction evaluation, in principle previous year the customer degree of satisfaction evaluation result will instruct the enterprise next fiscal year customer service work the development. But in recent years practice result not entirely as desired, explained the company still had certain problem in the customer degree of satisfaction theory application.How does the integrity grasp the customer degree of satisfaction theory, and utilizes fully in the service practice the theory which Tieling moves, the improvement grade of service, the promotion customer degree of satisfaction, is the core question which this article needs to solve. The present paper is conducts the research by the report of investigation form.
The Tieling migration company is beyond the border to be listed, faced with the competition pressure also day by day intensifies, in order to understand the consumer to moves accepts the situation, analyzes Tieling to move the synthesis degree of satisfaction and the standard degree of satisfaction service level, is the Tieling migration company's improvement provides the essential policy-making material and the support data, has carried on this market survey.
This article reorganizes the massive literature material in the collection in the foundation, the model domestic other profession customer degree of satisfaction investigation and the analysis successful method, the synthesis has utilized qualitative and the quota investigation and study method, moved three big brand whole world to Tieling to pass, the person or household who refuses to move and bargains for unreasonably high compensation when the land is requisitioned for a construction project region and Shenzhouxing has carried on the customer satisfactory condition investigation, and analyzed the Tieling migration degree of satisfaction existence question.Finally, this article put forward the proposal to the Tieling migration customer degree of satisfaction improvement.
引文
[1]吴小平.对顾客满意度及其提高途径的思考[M].市场论坛.2007.6
[2]周炜.顾客满意度调查及其研究模型[M].集团经济研究.2007.1
[3]陈华,王新平.顾客满意度指数测评方法及其应用[J].西北农林科技大学学报.2006(5):100-140页
[4]盛永样.商业企业的顾客满意度经济计量模型研究[J].华东船舶学院学报.2006(2):76-79页
[5]郭志刚.社会统计分析方法一SPSS软什应用[J].中国人民人学学报.2007(5):78-63页
[6]李福学.提升顾客满意度[M].营销策略.2005.10
[7]李杰,伍青生.移动通信服务市场的客户满意的集成模型[M].技术经济与管理研究.2007.3
[8]姜海峰,唐晓群.如何提升客户满意度并获取最大利益[M].经济师.2007.2
[9]杨丽梅,叶秋梅.层次分析法在顾客满意度评价中的应用[J].内蒙古质量技术监督.2006(8):19-21页
[10]兰文巧.顾客满意度测评中的不满成因分析[M].道路与运输.2006.8
[11]王源泉.服务质量管理研究[J].首都经济贸易大学学报.2006(6):3-28页
[12]郑先炳.银行顾客满意测评[J].金融研究.2006(12):34-39页
[13]叶凯莉,乔友庆.顾客满意评价[J].管理研究.2006(6):57-67页
[14]徐金灿.消费者满意度研究动态[J].心理学动态.2006(1):46-51页
[15]郑晓明.通信网络与信息技术[M].辽宁科学技术出版社,2006
[16]孙明贵,刘建新.顾客满意的形成机理与提升策略[J].新华文摘.2005(5):126-128页
[17]吴浴阳.如何进行顾客满意度研究[M].全球品牌网.2006.4
[18]龚曙明.市场调研与预测[J].东北财经大学出版社,2005(3):269-273页
[19]苏雁翔.顾客满意度分析与质量成本管理分析[J].内蒙古统计.2005(5):80-87页
[20]徐萍.消费心理学教程[M].上海财经大学出版社,2005.10
[21]周建明,吴淑燕.入世三年看WTO对中国通信运营业的影响[M].通信世界.2005.1
[22]周宏亮.美联银行的零售业务[M].农村经营研究.2007.2
[23]利昂·G·希夫曼.消费者行为学[M].中国人民大学出版社,2006.8
[24]吴丰,付强.国有商业银行顾客满意度分析[J].商业研究.2005(6):68-72页
[25]康进.医疗服务顾客满意度测评体系研究[J].管理研究.2005(8):78-85页
[26]李洪明.培养客户忠诚度的服务质量管理[J].对外经济贸易大学学报.2005(6):67-69页
[27]李戈.体验营销与客户忠诚度策略研究[M].浙江金融.2005.2
[28]凌坤,黄志华.移动运营商借助产业链提高客户满意度[J].运营天地.2005(6):78-80页
[29]宗航,梁鉴斌,.梁力文.移动梦网客户满意度提升之道[J].通信企业管理.2005(9):50-51页
[30]王志,王玖河.中国网通河北省分公司提高大客户满意度策略[J].经济论坛.2005(13):61-68页
[31]刘新燕,刘雁妮,杨智,万后芬.顾客满意度指数(CSI)模型述评[J].当代财经.2006(6):57-60页
[32]向洪,符晓蓉,贾其才.哈佛服务[J].青岛出版社.2005(5):227-228页
[33]谭俊华.对顾客满意及顾客满意度的探讨[M].企业家天地理论版.2006.11
[34]郑明亮.纺织企业提高客户满意度的路径选择[M].山东纺织经济.2006.4
[35]张继新.加入WTO对我国电信业的影响[M].商业经济.2005.2
[36]李丽.客户导向型供应链管理的核心[M].荆门职业技术学院学报.2006.7
[37]王欣,刘华龙,曹庆奎.客户满意度综合评价模型[M].集团经济研究.2007.221
[38]许玲.Mc下基于客户价值和客户满意度的博弃分析[M].商场现代化.2006.484
[39]许芳.如何构建顾客满意度指标体系[J].商业时代.2006(13):25-26P
[40]杨雷.追求卓越绩效 提升客户满意度[M].电力标准化与技术经济.2006-3
[41]钱字琛.移动通信服务满意度分析与评价系统的研究[M].广东通信技术.2006.10
[42]云小红.王思薇.淮南移动公司客户满意度提高之道[M].边疆经济与文化.2007.6
[43]祖巧红.陈定方.客户忠诚研究及客户忠诚度分析[M].武汉理工大学学报.2005
[44]Derek Allen Tanniru Rao.Customer degree of satisfaction data analysis.Tao Jun.Li Huipan.Northeast finance and economics university publishing house.2005(1)
[45]Hwee Hoon Tan,Maw Der Foo,Min Hui Kwek.The effeets of customer Personality traits on the display of positive emotion Academy of Management Journal.2006(4):87-96P
[46]CluwchillC.A,Jr.&C.Snrprcnanl.An investigation to CSI Journal business.2006(5):39-45P
[47]Haksit Lee,Yong li Lee,Dongkeun Yoo,The decisive factor of Perceived serviceQuality and itsrelationship between satisfaction,Journal of service,marketing.2006(3):67-87P
[48]Ostrom,A.and D.Iacobuicc Consumer trade- off and the evaluation of services Journal of marketing 2006(5):67-74P
[49]Philip Kotler Marketing Management,Qinghua University publishing house,2006(12):191-206P
[50]Steven P.Schnaars Marketing.Strategy:customer competition The Free Press 2005(1):34-38P
[51]Michael R Solomon Consumer Behavior,People's University publishing house 2005(6):6-11P
[2]周炜.顾客满意度调查及其研究模型[M].集团经济研究.2007.1
[3]陈华,王新平.顾客满意度指数测评方法及其应用[J].西北农林科技大学学报.2006(5):100-140页
[4]盛永样.商业企业的顾客满意度经济计量模型研究[J].华东船舶学院学报.2006(2):76-79页
[5]郭志刚.社会统计分析方法一SPSS软什应用[J].中国人民人学学报.2007(5):78-63页
[6]李福学.提升顾客满意度[M].营销策略.2005.10
[7]李杰,伍青生.移动通信服务市场的客户满意的集成模型[M].技术经济与管理研究.2007.3
[8]姜海峰,唐晓群.如何提升客户满意度并获取最大利益[M].经济师.2007.2
[9]杨丽梅,叶秋梅.层次分析法在顾客满意度评价中的应用[J].内蒙古质量技术监督.2006(8):19-21页
[10]兰文巧.顾客满意度测评中的不满成因分析[M].道路与运输.2006.8
[11]王源泉.服务质量管理研究[J].首都经济贸易大学学报.2006(6):3-28页
[12]郑先炳.银行顾客满意测评[J].金融研究.2006(12):34-39页
[13]叶凯莉,乔友庆.顾客满意评价[J].管理研究.2006(6):57-67页
[14]徐金灿.消费者满意度研究动态[J].心理学动态.2006(1):46-51页
[15]郑晓明.通信网络与信息技术[M].辽宁科学技术出版社,2006
[16]孙明贵,刘建新.顾客满意的形成机理与提升策略[J].新华文摘.2005(5):126-128页
[17]吴浴阳.如何进行顾客满意度研究[M].全球品牌网.2006.4
[18]龚曙明.市场调研与预测[J].东北财经大学出版社,2005(3):269-273页
[19]苏雁翔.顾客满意度分析与质量成本管理分析[J].内蒙古统计.2005(5):80-87页
[20]徐萍.消费心理学教程[M].上海财经大学出版社,2005.10
[21]周建明,吴淑燕.入世三年看WTO对中国通信运营业的影响[M].通信世界.2005.1
[22]周宏亮.美联银行的零售业务[M].农村经营研究.2007.2
[23]利昂·G·希夫曼.消费者行为学[M].中国人民大学出版社,2006.8
[24]吴丰,付强.国有商业银行顾客满意度分析[J].商业研究.2005(6):68-72页
[25]康进.医疗服务顾客满意度测评体系研究[J].管理研究.2005(8):78-85页
[26]李洪明.培养客户忠诚度的服务质量管理[J].对外经济贸易大学学报.2005(6):67-69页
[27]李戈.体验营销与客户忠诚度策略研究[M].浙江金融.2005.2
[28]凌坤,黄志华.移动运营商借助产业链提高客户满意度[J].运营天地.2005(6):78-80页
[29]宗航,梁鉴斌,.梁力文.移动梦网客户满意度提升之道[J].通信企业管理.2005(9):50-51页
[30]王志,王玖河.中国网通河北省分公司提高大客户满意度策略[J].经济论坛.2005(13):61-68页
[31]刘新燕,刘雁妮,杨智,万后芬.顾客满意度指数(CSI)模型述评[J].当代财经.2006(6):57-60页
[32]向洪,符晓蓉,贾其才.哈佛服务[J].青岛出版社.2005(5):227-228页
[33]谭俊华.对顾客满意及顾客满意度的探讨[M].企业家天地理论版.2006.11
[34]郑明亮.纺织企业提高客户满意度的路径选择[M].山东纺织经济.2006.4
[35]张继新.加入WTO对我国电信业的影响[M].商业经济.2005.2
[36]李丽.客户导向型供应链管理的核心[M].荆门职业技术学院学报.2006.7
[37]王欣,刘华龙,曹庆奎.客户满意度综合评价模型[M].集团经济研究.2007.221
[38]许玲.Mc下基于客户价值和客户满意度的博弃分析[M].商场现代化.2006.484
[39]许芳.如何构建顾客满意度指标体系[J].商业时代.2006(13):25-26P
[40]杨雷.追求卓越绩效 提升客户满意度[M].电力标准化与技术经济.2006-3
[41]钱字琛.移动通信服务满意度分析与评价系统的研究[M].广东通信技术.2006.10
[42]云小红.王思薇.淮南移动公司客户满意度提高之道[M].边疆经济与文化.2007.6
[43]祖巧红.陈定方.客户忠诚研究及客户忠诚度分析[M].武汉理工大学学报.2005
[44]Derek Allen Tanniru Rao.Customer degree of satisfaction data analysis.Tao Jun.Li Huipan.Northeast finance and economics university publishing house.2005(1)
[45]Hwee Hoon Tan,Maw Der Foo,Min Hui Kwek.The effeets of customer Personality traits on the display of positive emotion Academy of Management Journal.2006(4):87-96P
[46]CluwchillC.A,Jr.&C.Snrprcnanl.An investigation to CSI Journal business.2006(5):39-45P
[47]Haksit Lee,Yong li Lee,Dongkeun Yoo,The decisive factor of Perceived serviceQuality and itsrelationship between satisfaction,Journal of service,marketing.2006(3):67-87P
[48]Ostrom,A.and D.Iacobuicc Consumer trade- off and the evaluation of services Journal of marketing 2006(5):67-74P
[49]Philip Kotler Marketing Management,Qinghua University publishing house,2006(12):191-206P
[50]Steven P.Schnaars Marketing.Strategy:customer competition The Free Press 2005(1):34-38P
[51]Michael R Solomon Consumer Behavior,People's University publishing house 2005(6):6-11P