论文标题:山东移动提升客户服务满意度研究
论文作者
论文导师 谢永珍,论文学位 硕士,论文专业 工商管理
论文单位 山东大学,点击次数 434,论文页数 73页File Size4706K
2006-09-24论文网 http://www.lw23.com/lunwen_5374287/
mobile communication;service quality;customer"s satisfaction;index system design
随着我国移动通信市场的不断发展，移动通信业的竞争日益激烈，目前市场竞争已从单纯的技术竞争、价格竞争转变为服务、价格和业务创新的竞争，服务质量与客户满意度的高低对吸引和保持客户至关重要。在这种情况下，本文分析并论证了服务是移动公司夺取和保持客户的主要途径，为客户提供高质量、满意的服务将成为移动公司成功的关键。 在本文中，笔者对目前电信市场的竞争形势进行了分析，从服务对电信运营企业的重要性入手，介绍了服务和满意度的相关理论，如服务的内涵与特征、现代企业服务理念、服务质量的内涵、电信客户的让渡价值、客户满意度和忠诚度等，结合电信服务的特点介绍了移动服务产品的概念和层次，对市场细分理论、80／20原则、差异化服务策略及其如何在提升客户满意度方面应用等进行了阐述，论述了服务质量与客户满意度的关系。 论文介绍了进行客户满意度调查的基本方法，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，设计了移动客户满意度指数评价模型，明确了各项指标的内容和含义。本文以山东移动公司为例，介绍了客户满意度的实际调查结果，并结合移动公司客户服务热线的投诉情况，分析了目前客户服务满意度中存在的问题和原因，如网络覆盖、边界漫游话费争议、新业务服务、前台与窗口的服务问题等。提出了针对山东移动客户满意度存在的问题，山东移动应采取差异化服务策略，并跟踪了其在提升客户服务满意度方面所做的工作和采取的措施，如加强网络建设、解决边界漫游争议、重视老客户的维护和满意度提高、对不同层次客户的服务细分、积极处理客户投诉、理顺流程、在部门内部实施SLA提高服务质量和服务效率等。通过前后客户满意度调查结果和投诉数量数据的对比，说明了所提的提升策略以及山东移动在提升客户服务满意度方面所作的工作是有针对性的、有效的。 论文最后对如何做好客户满意度工作给出了相应的结论和启示，如做好服务的针对性问题、合理控制客户期望、及时处理客户的投诉、及时开发新业务、重视老客户的需求等等，其对其他公司提升和改善客户服务和满意度方面有一定的借鉴意义。
With the constant development of the mobile communication market of our country, the competition of mobile communication industry is fierce day by day. The competition main means is by the initial and simple products technological competition, price competition, changing into the competition of service, price and business innovation in present competitive target of market. Service quality & customer satisfaction is very important for mobile communication company. Under this kind of background, this dissertation has analyzed that it is the main way that the mobile communication company develops and keeps the customers to service, offering high quality. Satisfactory service to customer will become the key that the mobile communication company succeeds.In this thesis, basing on the importance of service to communication industry, I have introduced the theories of service & customer satisfaction, such as the meanings of service, the opinion of service, service quality, the degree of customer"s satisfaction. Combining with the service of communication industry, I have introduced the meanings, attribute of service product and service quality that the mobile communication company offers, the theory of market segmentation, the principle of 80/20, have expounded how to apply the theories to improve customer"s satisfaction and the fact that the service quality and customer"s satisfactory relation.This thesis has explained the course that the mobile communication company carries on improving customers service satisfaction evaluating, include mainly: service quality investigation method, service satisfaction appraising models, index system and the analytical method. I take Shandong mobile communication company(SDMCC) as an example, combine the results of service quality investigation and the statistical data from 1860 (customer service call center) , analyze the main problems in SDMCC service satisfaction, such as network coverage, roaming bill problem, new service problem, service employees" attitude and service quality. The methods which adopted
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