【作者】 王文倩；

【导师】 林齐宁；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2008， 硕士

【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。更多还原

【Abstract】 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.更多还原