本文从电信业的行业特性及环境分析入手,分析了客户满意度研究
对石家庄移动的理论意义和现实意义,通过运用国内外先进的顾客满意
度研究理论,建立了石家庄移动客户满意度研究模型以及结构方程模
型,对石家庄市的640名移动客户和200名竞争对手客户进行满意度电
话调查,利用结构方程、回归分析等方法,获得石家庄移动标准满意度
情况及满意度和忠诚度的关系,并通过计算分析得出资费满意度、网络
满意度和促销活动满意度等短板满意度对标准满意度的影响较大,且表
现欠佳,是需重点改进的短板,最后针对目前存在的短板商业过程提出
满意度提升的建议。
关键词:移动通信、顾客满意、测评模型、结构方程、回归分析法
ABSTRACT
Currently World economic is in the age of complexity volatile and multiple
transformation.The competition between enterprises of China telecom is becoming
more and more fierce,every enterprise of China telecom is trying to seek a unique best
survival mode and room for development.If you want to look for long-term
development in the fierce competition,you must seize the customer demand deeply,and
achieve transforming from market orientation to customer orientation.
This text utilize the customer satisfaction research theory at home and
abroad,set up the pattern of Shijiangzhuang customer degree of satisfaction and service
quality model,which inquiry about 640 customers and 200 competitor customers by
telephone in Shijiazhuang ,acquire standard satisfaction status in Shijiazhuang by using
the method of equation of structure and the regression analysis .Further more,Though
the board of the influence of the satisfaction degree of satisfaction standards,we reach a
conclusion that charges satisfaction,network satisfaction and promotional activity
satisfaction are the boards which is needed to improve.We will use service quality
model ,through special investigation and trace the roots of the problem,at last,come up
with the suggestion of the degree of satisfaction.
KEY WORDS: mobile communication
customer satisfaction
evaluation model equation of structure regression analysis
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