【作者】 高宏；

【导师】 唐守廉；

【作者基本信息】 北京邮电大学 ， 工商管理， 2012， 硕士

【摘要】 中国电信行业自从建立以来,随着通信市场的不断发展,历经几次重组改革,最终在3G牌照发放和08年六合三的重组后,形成了移动、电信和联通三足鼎立的局势,巨头间彼此较量竞争日益激烈。客户需求从最初的语音通话、短信业务为主的基础需求逐渐演化为语音通话为基础、数据业务等个性化需求不断增强的局面,推动着通信市场的竞争从单纯的技术竞争、价格竞争演化为服务、价格和业务创新的综合竞争。谁能为客户提供高质量、满意的服务,谁就将成为通信市场真正的赢家。本文由服务对通信运营商的重要性入手说明了客户满意度管理对中国移动的重要性。在理论述评中,介绍了服务质量和顾客满意度的相关理论,并着重介绍了服务质量差距模型和顾客满意度的研究模型,特别介绍了中国移动客户满意度研究的历史沿革。论文对客户满意度调查的方法进行了介绍,结合移动通信行业的特点对客户满意度指标体系进行了设计,明确了各项指标的内容和含义,并通过对河北移动2010年客户满意度的调查结果进行深入分析,描述了河北移动2010年满意度整体状况,找出了满意度提升的短板商业过程,为满意度提升指明了方向。文章最后结合河北移动的实际情况,从公司战略层面对河北移动2011年的满意度提升工作提出相关建议,并针对资费、营业厅、新业务等短板商业过程提出切实可行的提升建议,并通过2011年满意度测评数据分析,针对短板提升策略的实施效果进行了验证。更多还原

【Abstract】 Since its inception, after several restructuring reform, specifically in the issuance of3G licenses and reorganization of Mobile in2008, China’s telecommunications industry is increasingly competitive. With customer’s needs from the initial basic needs of voice calls, short message service evolve into the situation for voice calls, data services, the individual needs of growing, competition in the mobile communications industry is increasingly fierce market competition from technical competition price competition into the services, prices and business innovation competition. Who can provide customers with high quality, satisfactory service, whoever will be the real winner of the communications market.This article, started from the importance of the customer service to the communications operators, introduces the theories of service quality and customer satisfaction, and highlights the Gaps Model of service quality and customer satisfaction research models, a special presentation on China Mobile Communications Corporation’s history of customer satisfaction researches.This paper introduces the basic methods of customer satisfaction surveys. Customer satisfaction index system has been designed to clear the content and meaning of the indicators, combining with the characteristics of the mobile communications industry. The CMCC of Hebei province’s2010customer satisfaction survey results were analyzed, describes the Hebei province overall situation of2010satisfaction, find out the satisfaction of the short board of business process, points out the direction for the satisfaction improvement.Finally, put forward the feasible improvement suggestions on Hebei mobile2011satisfaction job from the strategic perspective and short board business process such as the charges, business office, new services, considering the Hebei Mobile’s actual situation.更多还原