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1、X电信运营商服务中不满意客户管理实证研究摘要随着电信重组后各运营商均获得全业务经营资质，通信企业之间竞争日益激烈， 而客户对通信企业提供的服务要求也越来越高。单纯的价格竞争已经不能满足市场需求。改善服务， 提升客户满意度已经成为各运营商打开市场局面，保有老客户、争夺新客户的重要途径。在此种大背景下，本文选取X电信为研究对象，分析各商业流程服务中不满意因素， 并提出改善策略，指出提升服务品质对赢得市场竞争的重要作用。基于以上选题，本文以服务质量管理、客户满意度等相关理论为基础，系统考察X电信客户满意度整体情况，深入探索影响固网、2G、3G业务客户满意度的关键质量要素， 研究电信在各商业过程中服务
2、品质方面的存在的问题。结合X电信公司现状，本文提出“全面改善，重点推进”的服务改进方向。指出客户服务的理念应贯穿于X电信企业运营的各个方面，但具体服务的改善应该结合企业自身实力，选取对客户满意度影响最大的方面优先改进。在这一思想指导下，提出在宏观上从网络质量、资费结构、营业厅、电子渠道、客户热线、增值业务等六项商业过程全面入手，对影响客户满意度的各个方面全面改进。具体执行层面，综合本文的数据分析和X 电信现状，选取每一个商业过程中对客户满意度影响最大的质量要素作为重点改善目标。确保将公司有限的资源用于优先改善对客户满意度影响最大的环节。通过对X电信影响客户满意度各质量要素的分析研究，本文为当前
3、电信公司改善不满意客户的管理策略，有效提升客户满意度提供了一套切实可行的方案。同时，本文对其他通信运营商提升服务质量的工作也有一定借鉴意义。关键词: 电信公司; 服务管理; 服务质量; 客户满意度SummarySummary部分yB多，建议重新翻译或更正语法错误太多，建议重新翻译或更正。With the restructuring of the telecom operators have access to the whole business intelligence, communications between enterprises in an increasingly compet
4、itive and customer services provided by telecommunications companies are increasingly high requirements. Shall be subject to pure price competition can not meet market demand. Improve service, increase customer satisfaction has become the operator to open the market situation, retain old customers,
5、an important way to compete for new customers. In this context, the paper selected as the research object X Telecom, analysis of the business processes are not satisfied with the service factors and propose improvement strategies that will increase service quality to win the market competition in an
6、 important role.Based on the above topics, the paper quality of service management, customer satisfaction and other related theories, systematic study X telecom customer satisfaction overall, in-depth exploration affect fixed, 2G, 3G service quality and customer satisfaction, the key elements of the
7、 telecommunications in the course of the commercial aspects of the quality of service problems. Combined with X telecommunications company status, this paper proposes an overall improvement, focusing on promoting service improvement direction. Pointed out that the concept of customer service should
8、be run through the X-telecom aspects of business operations, but the specific service improvements should be combined with their own strength, select the greatest impact on customer satisfaction aspects of priority improvements. In this thought, put forward at the macro from the network quality, tar
9、iff structure, business offices, electronic channels, customer hotline, value-added services such as six business processes fully start, affecting all aspects of customer satisfaction overall improvement. Specific implementation level, comprehensive data analysis and article X telecom situation, sel
10、ect each course of business the greatest impact on customer satisfaction as a key element of the quality improvement goals. Ensuring that the company used to prioritize limited resources to improve the greatest impact on customer satisfaction link.Influence through the X telecom customer satisfactio
11、n analysis of the quality elements, this paper is the current telecom companies to improve management strategies dissatisfied customers to effectively improve customer satisfaction provides a practical solution. Meanwhile, the paper for other telecommunications operators to improve service quality j
12、obs also have some reference.Keywords: telecom companies; service management; service quality; customer satisfaction目录1绪论41.1论文选题的依据和研究意义41.2国内外研究现状41.2.1国外研究现状41.2.2国内研究现状51.3论文内容结构51.4论文研究方法62理论基础62.1客户满意度62.1.1客户满意的概念62.1.2顾客满意的衡量方法72.1.3顾客满意度测评的意义72.2通信业务客户满意度测评方法82.2.1数据收集方法82.2.2资料收集方法92.2.3数据
13、分析方法103客户满意度测评模型构建103.1模型结构变量介绍103.2.1顾客期望103.1.2顾客对运营商服务质量感知123.1.3顾客对运营商产品的品牌形象123.1.4客户对运营商服务价值的感知123.1.5顾客满意度143.2测量模型的构建154实证分析以X电信运营商不满意客户管理为例174.1行业竞争状况分析174.1.1通信行业市场特点分析174.1.2X电信及主要竞争对手简介194.2企业客户满意度管理工作现状描述205客户满意度现状及不满意因素分析调查215.1问卷设计215.1.1问卷的设计原则215.1.2问卷的设计思路215.1.3问卷的发放与收回225.2客户满意现状
14、225.3不满意因素分析235.3.1X电信分业务服务质量中不满意因素235.3.1.1 X电信固网服务质量中不满意因素235.3.1.2 .X电信2 G 业务服务质量中不满意因素245.3.1.3 X电信3G业务服务质量中不满意因素245.3.2 X电信各商业过程不满意分析245.3.2.1实体营业厅服务中不满意因素245.3.2.2网上营业厅服务中不满意因素255.3.2.3资费、计费服务中不满意因素265.3.2.4客服热线服务中不满意因素275.3.2.5増值业务中不满意因素285.3.2.6 VIP 客户服务中不满意因素296构建常态化不满意客户管理体系的方案和意见296.1 目标客
15、户的识别及定位296.1.1明确不满意客户的识别与定位296.1.2潜在不满意客户的识别与定位306.2 显著不满意客户的管理措施326.3 潜在不满意客户的管理措施336.4 构建基于IT系统支撑的常态化管理体系方案337结论与展望377.1本文的主要结论377.2展望37参考文献37附表401绪论1.1论文选题的依据和研究意义2008年，我国电信运营商行业为满足市场竞争的要求，经历了第二次企业重组。至2009年初3G商业运营执照的发放，我国电信运营商行业打破了个别企业垄断优势业务市场的格局，三大电信运营商均具备了全业务运营的能力。至此，我国电信市场的竞争格局由个别运营商垄断市场发展为中国电信、中国移动、中国联通三大运营商主导，多家社会小运营商不断参与加入的态势。行业重组后，三大运营商各自实现的全业务运营使行业内呈现出产品及业务同质化的局面。在此背景下，运营商服务能力的差异化，以及服务水平的高低，极大地影响着客户对服务的满意度。而客户的满意度对运营商维持品牌形象，稳固市场份额，保持竞争优势起到了至关重要的作用。因此，运营商对客户服务满意
