【作者】 张慧；

【导师】 王秀宏；

【作者基本信息】 天津大学 ， 工商管理（MBA）（专业学位）， 2023， 硕士

【摘要】 我国通信行业经过政企分离、邮电分营、电信重组等一系列改革之后,形成了国内三大运营商,随后进入“全业务”高速规模发展的阶段。同时客户对产品质量、资费、价格等一系列服务不满问题日益显现。随着我国信息通信行业转向高质量发展阶段,客户对通信行业服务质量提出了更高的要求。此外,自2019年以来,政企客户已成为运营商重要的战略发展方向,基于此本文开展了HP联通公司政企客户满意度的研究。本文首先对HP联通公司的经营现状以及内外部环境进行分析,同时指出亟需对HP联通公司政企客户满意度现状进行调查分析,以扭转不利局势。其次借鉴经典的美国客户满意度测评模型ACSI,并在中国客户满意度测评模型CCSI的基础上,结合本文研究政企客户的特点,构建了政企客户满意度测评指标体系和测评模型(GCSI)。紧接着以问卷调查的方式,实际调研了HP联通公司政企客户满意度的现状。对问卷的信度、效度、相关性、回归性进行分析,保证数据的整体可靠性。最后通过模型修正得出研究假设结果。通过SEM结构方程法对HP联通公司政企客户满意度的实际研究发现,政企客户期望、品牌形象、感知质量、感知价值对政企客户满意度有直接显著的正向影响,影响HP联通公司政企客户满意度的原因主要表现为以下几个方面:品牌认知度不高、网络质量不佳、产品功能不全、服务能力不强等。最后从提升感知质量、加强感知价值、优化客户投诉、强化品牌形象、增强客户对企业得忠诚度五个方面提出提升策略,从而为改善提升HP联通公司政企客户的满意度,以及企业的经营方向提供有价值的参考建议,同时对于其他运营提升政企客户满意度也有借鉴意义。更多还原

【Abstract】 Since the 1990 s,Communications industry has formed three major domestic operators,and then entered a new era of "full-service" high-speed development after undergoing a series of reforms such as the responsibilities of government and enterprises are separated,the division of post and telecommunications,and the reorganization of telecommunications in China.Besides,customers are increasingly dissatisfied with a series of services such as product quality,tariffs and prices.As China’s information and communication industry turns to the stage of high-quality development,customers have put forward higher requirements for the service quality of the communication industry.In addition,since 2019,government-enterprise customers have become an important strategic development direction for operators.Based on this,this thesis has carried out a research on government-enterprise customer satisfaction of HP Unicom.First of all,this thesis analyzes the operation status and internal and external environment of HP Unicom,and points out that it is urgent to investigate and analyze the current situation of customer satisfaction of government and enterprises of HP Unicom to reverse the adverse situation.Secondly,based on the classic American customer satisfaction evaluation model ACSI,and the Chinese customer satisfaction evaluation model CCSI,combined with the characteristics of government and enterprise customers,this thesis constructs the government and enterprise customer satisfaction evaluation index system and evaluation model(GCSI).Then,in the form of questionnaire survey,we actually investigated the current situation of government and enterprise customer satisfaction of HP Unicom.The reliability,validity,correlation and regression of the questionnaire were analyzed to ensure the overall reliability of the data.Finally,the research hypothesis is obtained through model modification.Through the actual research on the government and enterprise customer satisfaction of HP Unicom through SEM structural equation method,it is found that the government and enterprise customer expectations,brand image,perceived quality and perceived value have a direct and significant positive impact on the government and enterprise customer satisfaction.The main reasons affecting customer satisfaction are as follows: low brand awareness,poor network quality,incomplete product functions,poor service ability,etc.According to the above conclusions,targeted improvement measures are put forward to improve the customer satisfaction of HP Unicom’s government-enterprise customers.The thesis puts forward improvement strategies from five aspects:improving perceived quality,strengthening perceived value,optimizing customer complaints,strengthening brand image,and enhancing customer loyalty to the enterprise,so as to provide valuable reference suggestions for improving the satisfaction of government and enterprise customers of HP Unicom and the business direction of the enterprise.These measures also have reference significance for other operations to improve customer satisfaction of government and enterprises.更多还原