文档介绍：电信企业顾客价值与顾客忠诚度的关系研究
南京邮电大学硕士学位论文电信企业顾客价值与顾客忠诚度的关系研究姓名:李锐申请学位级别:硕士专业:企业管理指导教师:刘立2011-03-12
南京邮电大学硕士研究生论文摘要摘要 3G时代,中国电信企业的市场环境发生了巨大变化,企业面临着前所未有的竞争,如何获得竞争优势,保持长期发展,是电信企业苦苦思索的问题。在经历了价格战,企业ARPU值和利润大幅度下降之后,各大电信企业都认识到只有把握住顾客的需要,并与顾客建立牢固的关系,增加顾客价值,维持顾客的忠诚度,才能获得竞争优势,立于不败之地。因而对于电信企业而言,研究形成顾客忠诚的驱动因素,以及如何有效提升顾客忠诚,就十分有现实意义了。本文以电信企业为研究对象,拟以关系质量模型为基础,结合顾客价值理论和转换成本理论来探讨电信企业顾客忠诚的形成机制与驱动因素。在本研究中,将电信企业的顾客价值提炼为四个维度,即功能性价值、品牌价值、情感价值和感知利失,从而构建基于顾客价值的电信企业顾客忠诚驱动模型。然后根据概念模型构建变量测量体系,形成本研究的量表。,包括描述性统计、信度效度检验、相关分析和回归分析,确定这些驱动因素对电信企业顾客忠诚的影响是否显著、以及它们的贡献程度如何。实证结果表明顾客满意和顾客信任与顾客忠诚显著正相关,顾客价值各维度对顾客满意贡献程度从高到低依次为品牌价值、功能价值、情感价值、感知利失和情感价值;对顾客信任贡献程度从高到低依次为功能价值、感知利失、品牌价值和情感价值。最后,本文依据实证结果,结合通信业的具体情况,对电信企业如何基于顾客价值提升顾客忠诚度提出了策略建议。关键词:顾客价值;关系质量;顾客忠诚;电信企业 I
南京邮电大学硕士研究生学位论文 Abstract Abstract 3G era, the market environment of munications industry has changed dramatically, These changes made the market much petitive than ever before. Therefore, companies look for ways to petitive advantage and sustain ever-lasting development. After experiencing the big decrease on their AUPR and profit caused by ”vicious price wars”, firms realized that who get hold of the customer’s need, and establish firm relation with the customer, increase customer’s value, maintain the customer’s loyalty, who can obtain petition advantage, establish in an unassailable position. Therefore, studying and forming customers loyalty’s inherent mechanism, and how to effectively promote customers loyalty, have a good realistic meaning. Based on the relationship quality model, customer value theory and transaction co
st theory, this paper mainly attempts to study the forming mechanism and driving factors of loyalty. In this paper, the customer value is divided into four dimensions: functional value,brand value,emotional value,perceived sacrifice, and finally built the munications industry’s customer loyalty model. Then construct a variable measuring system according to the conceptual model. In the form of a que