摘要随着我国改革开放的进一步深入,企业间的市场竞争,愈显激烈。同时,消费者需求也R益呈现多样化的态势,单纯的价格竞争已无法适应现实的市场需求。就通信企业而言,随着2008年运营商企业重组,各运营商均获得了全业务经营资质,通信运营商之间的竞争亦日趋激烈。各运营商均已意识到通过改善服务、提升服务品质来进一步提升客户满意度,赢得存量和增量客户满意,是保持市场份额的重要手段。根据上述情况,本文的研究选择X电信公司作为对象,通过分析其各个商业过程服务中存在的不满意因素,并根据实际服务情况提出相应的改善措施。结合本文的选题,本文在对服务质量管理以及客户满意度等相关理论进行整理、理解及应用的基础上,对X电信公司现阶段客户满意度情况展幵深入调查,进一步挖掘出对X电信客户满意度产生影响的若干具体因素,并对X电信在运营过程中所存在的问题进行了深入的探究,进而提出相应的管理措施。本文在对X电信服务管理现状以及存在问题进入深入分析后,提出了针对不满意客户管理的实施方案及建议。所制定的管理措施把中国电信“用户至上,用心服务”的服务理念贯穿到X电信日常运营的大部分环节。为提升X电信的服务能力与服务水平,在持续推进客户满意度提升的实践中,本文选择对X电信的服务评价为“不满意”的部分客户群体,根据X电信各商业过程中影响客户满意度的具体因素进行深度挖掘,并对这些因素进行分析整理,对内将其匹配到相应的服务提供环节,结合实际情况,进行深入的调整与优化。对客户层面而言,制定出相应的服务管理措施。进一步让客户满意度在各商业过程当中逐步得到巩固和提升。在实际研究、实践的过程中,具体的管理方式建立在分析客户调研收集到的数据的基础上,挖掘出哪些具体因素对X电信公司客户满意度水平产生负面影响,并引发客户不满意的程度最大,进而将改进这一系列短板指标体现出的服务过程中的瑕疵,作为X电信公司在服务管理工作中的重点。使X电信公司有限的服务管理资源更加有效地发挥作用。在对影响X电信服务质量及客户满意度的因素进行分析后,本文制定出有效提高X电信服务质量及客户满意度的方法,希望能为改善X电信公司目前存在的服务质量问题提供对策,进而提升客户的满意度状况。此外,也希望这一套管理方法能为同行业的其他企业提供一定程度的参考。关键词:电信公司,服务管理,服务质量,客户满意度ABSTRACTWith the restructuring of the telecom industry in 2008,operators had access to thewhole business intelligence, communications between enterprises have becomeincreasingly competitive, and customer services provided by telecom companies arehighly required than before. In such a circumstance, pure price competition apparentlycannot meet market and the consumer demand. As a conclusion, improving service,increasing customer satisfaction has become a consensus for telecom operators tostabilize their market share, to retain old customers, and an important measure tocompete for new subscribers. In this context, the paper selected X Telecom Company asa research object, by systematically analyzing X Telecom's business processes, and thendiscovered a succession of factors which would cause consumer's dissatisfaction,correspondingly proposed optimization strategies. And eventually, pointed out thatimproving service quality is of great importance to win the market competition now.According to the above topics,this paper was based on service qualitymanagement, customer satisfaction and other related theories, systematically studied XTelecom Company's customer satisfaction overall, in-depth explored the key elementswhich would affect service quality and subscriber's satisfaction of Fixed, 2G and 3Gbusiness, and researched a series of problems of service quality within X Telecom'sbusiness process. Combining with X Telecom Company's status, this paper proposed anoverall improvement, focusing on promoting as a service improvement direction,pointed out that the concept of customer service “Customers first, Service foremostshould be run through all aspects of X Telecom's business operations. However, allspecific service improvement should be combined with its own abilities, and start withthose aspects which have greatest impact on customer satisfaction. In this thought, putforward at the macro from the network quality, tariff structure, business offices,electronic channels, customer hotline, value-added services such as six businessprocesses fully start, affecting all aspects of customer satisfaction overall improvement.Specific implementation level, comprehensive data analysis and article X telecomsituation, select each course of business the greatest impact on customer satisfaction asa key element of the quality improvement goals to ensuring that the company couldprioritize limited resources to improve the greatest aspects which impact on customersatisfaction.After analyzing various factors which would affect X Telecom Company's servicequality, this paper put forward a series of effective measures to improve its servicequality and customer satisfaction, I hope these approaches could be utilized toeffectively improve or eliminate those defects which exist in X Telecom Company'scustomer service, thereby making X Telecom Company serves its subscribers better.Additionally, this could provide a management method to other companies in sameindustry to optimize their customer service.KEY WORDS: telecom companies,service management, service quality,customer satisfaction1绪论1.1论文选题的依据和研究意义2008年10月,我国电信运营商行业为满足市场竞争的要求,经历了第二次企业重组。至2009年初3G商业运营执照的发放,我国电信运营商行业打破了个别企业垄断优势业务市场的格局,三大电信运营商均具备了全业务运营的能力。至此,我国电信市场的竞争格局由个别运营商垄断市场发展为中国电信、中国移动、中国联通三大运营商主导,多家社会小运营商不断参与加入的态势。行业重组后,三大运营商各自实现的全业务运营使行业内呈现出产品及业务同质化的局面。在此背景下,运营商服务能力的差异化,以及服务水平的高低,极大地影响着客户对服务的满意度。而客户的满意度对运营商维持品牌形象,稳固市场份额,保持竞争优势起到了至关重要的作用。因此,运营商对客户服务满意度的研究,尤其是对明确表达不满意情绪的客户的管理,已经成为电信运营商在新的竞争形势下必须研究的课题。因此,本文的具体研究意义与价值表现在:1、结合客户服务评价及满意度调查结果,对电信运营商在服务过程中导致客户满意度下降,或使客户明确表达不满意的原因进行整理、分析。并在显著原因的基础上,挖掘出在其他因服务存在瑕疵而可能导致客户不满意的潜在诱因。并根据原因,定位研究对应的目标客户群。2、对显著不满意客户实施服务补救措施,挽回客户不满意的服务感受,避免负面影响范围扩大。另外,针对潜在不满意客户,实施积极措施。在修补服务瑕疵的同时对客户心理预期进行管理,避免潜在不满意客户转变为显著不满意客户。并将上述研究结果及管理手段转换为常态化管理机制。3、在各运营商产品円趋同质化的竞争环境下,服务水平是运营商难以复制的竞争力。对不满意客户进行维护管理,不但可及时安抚客户的不满意情绪,消除负面影响的消除客户潜在的不满意因素,而且能促进树立企业优质服务的形象,在新的市场竞争格局下保持或提升企业市场竞争优势。1.2国内外研究现状1.2.1国外研究现状円益激烈的市场竞争催生了企业及学者对客户满意度的研究,自二十世纪六