【作者】 曹辉；

【导师】 王积俭；

【作者基本信息】 广东工业大学 ， 企业管理， 2005， 硕士

【摘要】 管理学泰斗之一H.Jam指出:“量化是管理的第一步,他导致控制,并最终实现改变。如果你不能量化某些事情,你就不能理解它;如果你不理解它,你就不能控制它;如果你不能控制它,你就不能改进它。”顾客满意是各商家追求的宗旨,但如何对顾客满意程度进行量化又成了关键问题。中国移动通信行业的竞争日益激烈,不仅国内的各运营商之间相互竞争,国外的运营商也逐步加入到竞争行列,移动顾客成了争夺的焦点。如何量化顾客的满意程度,并提高顾客的满意程度,获得顾客的忠诚是运营商们日益关注的问题。然而,目前仍然没有机构或者个人对移动通信行业顾客满意度测评及其应用进行系统的研究,鉴于此,本论文构建了移动通信行业顾客满意度的测评模型,并结合运营商的微观商业过程,对如何应用满意度测评系统作了进一步的研究,以期对提升中国移动运营商的核心竞争能力有所帮助。 论文先论述了顾客满意的概念及其顾客的分类,同时分析了中国移动通信市场的特征及影响顾客满意和顾客忠诚的主要因素,在回顾了大量的文献之后,论文提出了一个比较适合中国移动通信行业的顾客满意度的指标体系,该体系包括内部顾客满意的测评与外部顾客的满意测评两个方面,并分析了内部顾客满意与外部顾客满意之间的关系,通过广州某移动通信公司的实例数据对该指标体系中的外部顾客满意进行了验证。 根据实证的结论,论文提出的顾客满意评价指标体系基本上有效,可以比较真实、客观地反映移动通信行业的顾客满意度。本文还研究了顾客满意度的测评结果在企业经营管理中的进一步应用,以期根据顾客满意度的量化结果对企业管理的各个方面进行控制及改进。更多还原

【Abstract】 Now all enterprises pay more attantion to the Customer Satisfaction, but how to quantify and exactly measure it become the critical problem to the company. With the competition of China mobile communication industry fierce day by day, the vie not only among domestic operators but also including the foreign operators that will also join in after tow years, will become more intensive. So how to make customers satisfy and improve the satisfaction degree, to achieve loyalty customers is the communication operators pursuing.However, there are no organizations or individuals to research systematicly on customer satisfaction evaluation of the mobile communication industry at present. In view of this, The thesis structures the evaluation model of the customer satisfaction of mobile communication industry and combines micro commercial course of operator to make further research on how to use the results of the satisfaction degree test scientifically, expecting to help China Mobile’s operators promote the core competitive power to face the foreign challengers.Firstly, the paper describes customer’s satisfactory concept and the customer’s classification, analysis characteristic and main factors influencing on customer satisfaction and customer loyal in China Mobile Communication market. Secondly, the thesis has put forward the suitable index system of the customer satisfaction evaluation for Chinese mobile communication industry after reviewing a large number of documents, which includes two respects, employee’s satisfactory and customer’s satisfaction test, then it analysis the relation between employee’s satisfaction and customer’s satisfaction. At last, the paper demonstrates the calculation method of customer satisfaction and further application in management through the example of some mobile communication company of Guangzhou.According to the conclusion of the example, the index system that the thesis puts forward is basically effective, which can reflect on the customer satisfaction degree of the mobile communication industry more truly and objectively.更多还原