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移动代理商服务失误的顾客归因及补救的影响研究_MBA毕业论文DOC

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文本描述
摘要
在我国移动市场有序开放的大环境下,移动业务代理的形式和内容越来越多样
化,各移动运营商纷纷采取社会渠道通过代理方式提供服务,移动公司对于代理商负
责的非授权业务和服务并没有监管的权利。代理商的良莠不齐也导致了顾客在购买产
品和服务时,时常会碰到服务失误的地方,而不清楚代理商与移动关系的客户则会将
此归咎为移动公司自身的问题,导致顾客对移动的产品和服务不满,一定程度上影响
了移动运营商的品牌声誉

本文选择以蚌埠市作为案例,对移动代理商服务失误的归因及补救影响进行研
究,具有理论和现实意义。论文综合运用了顾客满意度、归因理论、关系质量和顾客
期望等多个理论,丰富了顾客满意度和顾客补救的相关研究,为移动通信和其他服务
行业管理代理商、优化客户服务,提供了相应的理论基础。在针对顾客对移动代理商
服务失误的归因和补救进行研究的同时,运用调查问卷和访谈的形式实际调研了顾客
对移动代理商服务的态度,以及移动代理商的服务补救情况,并提出了具有优化措施,
为移动通讯及其相关行业更好地处理与移动代理商的合作关系,规范代理商的服务质
量和行为提供了参考

本文以服务失误归因、服务补救和顾客行为意向等理论为基础,通过调查问卷的
方式对蚌埠市的移动代理商的客户群体进行调研和访谈,共收集有效问卷 306 份。通
过对这些调查问卷进行统计分析,发现移动代理商的主要客户群体呈现出以中青年,
中收入的企业工作人群为主的特征。同时,经过研究发现,顾客满意度与获得的心理
性补救措施和补救的效率相关性较高,而顾客忠诚度与获得的功利性补偿和心理性补
偿的关联程度更为密切。根据调查研究的结果,本文认为应当从建立明晰的权责追究
制度、完善的服务考评体系、动态的信息反馈系统和常态的服务培训机制等四个方面
提升移动代理商服务顾客的满意度

关键词:移动代理商;服务失误归因;服务补救;顾客满意;顾客忠诚移动代理商服务失误的顾客归因及补救的影响研究-以蚌埠市为例
I
ABSTRACT
In order to open the mobile market in China under the environment of mobile agent,
the form and content of increasingly diverse, mobile operators are using social channels to
provide services through the agency, Mobile Corporation and no supervision rights for non
authorized agents responsible for business and service. The agent also led to customers in
the purchase of uneven in quality of products and services, will encounter a service failure,
and the unclear relationship between mobile agents and the customer will be blamed for
the Mobile Corporation&39;s own problems, leading to customer dissatisfaction of mobile
products and services, impact mobile brand reputation.
This paper chooses Bengbu as a case to study the attribution and remedy of service
failure of mobile agents, which is of theoretical and practical significance. This paper
comprehensive use of attribution theory, customer satisfaction, relationship quality and
customer expectations as a theory, enriches the theory of customer satisfaction and
customer recovery, mobile communication and related service industry management
agencies, to provide the theoretical basis of optimization of customer service. For
customers of mobile agents for service failure attribution and recovery were studied at the
same time, the use of questionnaires and interviews, the actual survey of consumer
attitudes towards mobile agents and mobile agent services, service recovery, and proposed
the optimization measures for the mobile communication industry, and better relationship
with mobile agents the reference standard of service quality and behavior of agents.
The attribution of service failure,service recovery and customer behavior intention
theory as the foundation,through the questionnaire of mobile agents in BengbuCity, the
customer groups of research and interviews, 306 valid questionnaires were collected.
Through the statistical analysis of the questionnaire, found the main customer groups for
mobile agents present in young people, mainly in income characteristics, enterprise
workers at the same time, it is found that the efficiency of high correlation between
customer satisfaction and the psychological remedies and service recovery, and the
correlation degree of customer loyalty and gain utilitarian compensation and psychological
compensation more closely. According to the study results, this paper argues that from the
establishment of clear responsibilities accountability system, establish and improve the
service system, the establishment of dynamic information feedback system and the fourABSTRACT
II
aspects of the establishment of the normal service training system enhance the mobile
agent service customer satisfaction.
KEYWORDS: mobile agent; service failure attribution; service recovery customer;
satisfaction; customer loyalty移动代理商服务失误的顾客归因及补救的影响研究-以蚌埠市为例目 录
第一章 绪论....1
第一节 研究背景及研究意义.1
一、研究背景..........1
二、研究意义..........1
第二节 研究目的和方法.........2
一、文献分析法......2
二、问卷调查法和访谈法..2
三、调查分析法......2
第三节 国内外研究现状.........3
一、国外研究现状..3
二、国内研究现状..3
三、研究评述..........4
第四节 研究内容.........5
第二章 研究的理论基础........6
第一节 相关概念界定.6
一、服务失误..........6
二、服务补救..........6
第二节 相关理论概述.7
一、顾客归因理论..7
二、顾客满意度理论..........8
三、关系质量理论和公平理论......9
四、顾客行为意向10
五、顾客期望理论10
第三章 蚌埠移动代理商概况及服务状况..12
第一节 蚌埠移动代理商概况...........12目录第二节 蚌埠移动代理商服务状况...13
一、移动代理商服务失误状况....13
二、移动代理商服务失误造成的影响....14
三、移动代理商服务失误补救状况...........
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