【作者】 钟刘阳；

【导师】 吕廷杰；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2012， 硕士

【摘要】 电信重组后,三大运营商进入全业务竞争时代,通信市场越来越趋向同质化的竞争,提高客户忠诚度是一种重要的营销与竞争手段,是通信企业需要解决的重要问题。积分回报计划是提高客户忠诚度的一种方式,目前,国内三大电信运营商也都相继建立了各自的积分回报计划,加强忠诚客户的开发,但其对客户忠诚度的影响作用怎样,能否达到提高客户忠诚度的目的,需要深入研究。本文对企业回报计划和客户忠诚相关理论进行了文献研究,重点研究电信业积分回报计划的经济功能价值和社交情感价值、客户转换成本、顾客满意、客户行为忠诚和品牌忠诚相互之间的关系。在此研究基础上构建了电信运营商的积分回报计划对客户忠诚度的影响机制模型。通过实证研究,探寻电信业的积分回报计划对客户忠诚度的影响因素以及影响路径。在实证过程中,借助结构化方程模型验证了电信运营商的积分回报计划对客户忠诚度影响机制模型,最终揭示出积分回报计划对客户忠诚度的有效作用机制,即客户积分回报计划的经济功能价值是以顾客满意为中间变量作用于客户行为忠诚和品牌忠诚,积分回报计划的社交情感价值是以顾客满意和转换成本为中间变量作用于客户的行为忠诚和品牌忠诚,研究结果为电信运营商制定积分回报计划提供了实证指导。基于上述分析,本文最后从电信运营商的角度出发,指出了目前电信运营商积分回报计划当中存在的主要问题,提出了影响电信行业积分回报计划成功的关键要素,并根据实证研究结果和目前积分回报计划的现状,提出了有针对性的建议,为电信运营商的积分回报计划的改进提供了参照。更多还原

【Abstract】 After the telecom industry restructuration, the three operators enters into the era of full-service competitive, and telecommunication market tends into the condition of homogenization competition, so increasing customer loyalty becomes an important means of marketing and competition, at the same time, the telecommunication companies need to address this important issues. Points reward program is a method to improve customer loyalty. Currently, the three telecom operators have established their own points reward program to enhance customer loyalty, how the reward programs affect customer loyalty and whether those can enhance customer loyalty or not still need to study deeply.This paper takes the theory of enterprise reward programs and customer loyalty as research objectives, focusing on the relationship of point reward program’s economic function value and social emotional value, customer switching costs, customer satisfaction, customer behavior loyalty and brand loyalty in telecommunication industry. Based on this, the paper builds a mechanism model of how telecom operators’point reward program affects customer loyalty. Through the empirical research, the paper explores the impact factors and impact path of point reward program to the customer loyalty.In the empirical process, the paper tests and verifies the mechanism model of how the reward program affects customer loyalty, and ultimately reveals the effective mechanisms of the point reward programs to customer loyalty. That is to say, economic function value takes the customer satisfaction as intermediate variable and has an effect on customer behavior loyalty and brand loyalty; social emotional value takes the customer switching costs and customer satisfaction as intermediate variables to affect customer behavior loyalty and brand loyalty. The results provide a theoretical guidance for telecom operators to develop customer loyalty.Based on the above analysis, in the end this paper points out the major problems existing in the telecom operators’point reward programs and the key elements affecting success of point reward program from the perspective of telecom operators, based on empirical findings and the current status, the paper proposes some targeted recommendations for the telecom operators. All of these work provides a practical guide for the telecom operators’point reward program.更多还原