电信业客户满意度测量与实证检验：以郑州移动为例

题 目: 电信业客户满意度测量与实证检验

—以郑州移动为例

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摘要

在电信产业蓬勃发展的今天，客户满意度已成为衡量服务好坏的一个重要指

标，更是衡量电信企业竞争力的重要指标，电信企业如何满足客户的需求，进而

留住客户，以提升客户满意度，已经成为目前电信企业经营中最重要的新课题,

目前大多客户满意度及相关理论主要来自西方国家的研究，定量分析和实证研究

在国内还比较缺乏，国内对量化客户满意度还没有较深入的研究与分析，在学习

和借鉴国内外研究成过的基础上，指导中国市场背景下的电信运营企业客户满意

度理论和实践具有可行性。

本文从目前国内研究现状出发，对顾客满意度的基本概念做了界定，指出了

顾客满意度测评的重要性。为随后自己的研究奠定了基础。通过了解顾客对电信

业务期望的程度和现实中对自己所用业务的满意度，分析电信行业顾客满意度的

现状，把握和预测其未来的发展趋势，提出适合电信行业发展的顾客满意测评报

告，使企业认识到顾客满意度的重要性。

通过本文研究，得到以下结论：电信业客户满意度提升是需要有强大的企业

文化理念做支撑，更需要有创新的服务和业务作为手段，增加客户的附加值；建

立完善的客户关系管理系统，让客户离不开移动公司的服务；提高客户满意度要

从细节入手，针对不同客户，推出个性化的服务，不断完善产品功能，移动业务

将会是一个很大的消费市场，把握好移动业务未来的发展趋势，以顾客满意为服

务理念，制定出适合自己发展的商业模式。

关键词：顾客满意度 满意度测量 测量模型

Title

Abstract

Today, the telecommunication industry is flourishing, the customer satisfaction degree

has already became an important target which judges the level of quality of servive

and the competition strength in telecommunication enterprises. How to meet the

requirements of the customers in telecommunication enterprises, keep the customers

here and then promote the satisfaction degree of customers, which have already

became the most important new subject for telecommunication enterprises

management. At present, the most satisfaction degree of customers researches and

related theories come from the west countries. The quantitative analysises and

demonstration researches is limited at home, at the meanwhile, there are no

quantitative satisfaction degree researches and analysises in-depth, based on the

researches fruits both home and abroad, it is feasible to provide guidance for the

researches on customer satisfaction degeree theories and practices researches of

telecommunication enterprises management under the chinese market background.

According to the current status of domestic researches, this paper makes a definition

to the basic concept of customer satisfaction degree, and points out the importance of

the survey of it, which establishes the foundation for my own researches. Via knowing

the Customer’s expectations for the extent of telecommunication and the satisfaction

of their own Products ,we analyze the satisfaction of customers in Telecommunication

industry, and grasp and forecast the development trend for the future, then, we put

forward the report of customer satisfaction degree survey which is suitable for the

telecommunication industry and to make enterprises recognize the importance of

customer satisfaction.

via the researches in the paper, the following conclusions are presented: firstly, the

advance of customer satisfaction degree in telecommunication industry needs the

support of a strong culture idea of corporation, to increase the additional value of

customers, the creative services and operations are needed; secondly, establish the

perfect management system of the relationship between the customers, which makes

the customers can't leave the services of mobile corporation; to increase the customer

satisfaction degree, the details are the first works, according to different customers,

individual services should be provided and the product functions should be perfected.

finally, the mobile corporation will be a large electronic consumption markets, we

have to graspe the development trend of mobile corporation for the future, taken the

customers satisfaction degree as a service idea, the commerce mode suitable for own

development should be made.

Keywords：customer satisfaction satisfaction measurement measure models

目 次

1 引言.............................................................. 1

1.1 选题背景 ....................................................... 1

1.2 研究的目的和意义 ............................................... 1

1.3 顾客满意理论研究综述 ........................................... 2

1.3.1 国外顾客满意理论研究与应用.................................... 2

1.3.2 国内电信企业顾客满意研究与应用................................ 3

1.3.3 总结与本文研究方向............................................ 4

1.4 研究的内容与方法 ............................................... 4

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