摘 要
2012 年，我国移动通信行业平稳发展，行业结构不断优化。同时，全业务时
代的来临也使得移动新业务的竞争已进入白热化。随着技术的进步，电信产品功
能及质量开始日渐趋向同质化，各运营商开始面对用户饱和、产品同质的现状，
用户发展也开始趋于平淡。在大量客户入网的同时，存在大批客户离网流失、市
场增长乏力、“增量不增收”的现象。在这样一个背景下，运营商之间的较量开始
从以产品为导向转向以服务为导向。因此，对于电信企业来说，要保留住现有的
用户，就必须丰富其内容及功能，不断挖掘出用户的潜在需要，减少沉默用户，
提升客户满意度。而如何了解客户的核心诉求，哪些因素影响着客户的满意，根
据这些来提升客户满意感，保留住现有客户，制定出有针对性的客户满意度提升
策略，成为了本文研究的主要目的。

本文以广安移动客户为研究对象，以客户满意度理论、服务质量、客户忠诚、
客户价值以及期望确认理论为基础，提出了本文的研究模型，并运用 SPSS17.0 软
件进行实证研究，探讨了客户价值、服务质量、客户期望以及服务质量和客户价
值各维度变量对客户满意度的影响关系。并从客户满意、客户价值、服务质量、
客户期望四个角度提出了本文的客户满意度提升策略。通过运用回归分析，本文
得出结论如下：
（1）广安移动客户期望与服务质量、客户价值、客户满意正相关，其中与服
务质量相关系数最高，客户价值次之。客户期望对服务质量、客户价值、客户满
意有显著的正向影响，且对服务质量的影响最强。

（2）广安移动客户价值与服务质量及其各维度正相关，其中与新业务质量的
相关系数最高。服务质量各维度正向影响客户价值，且新业务质量的影响最强，
网络质量次之。

（3）广安移动客户满意与服务质量及其各维度正相关，其中与网络质量相关
性最高。服务质量与客户价值的相关性较客户满意高。服务质量各维度正向影响
客户满意，且网络质量的影响最强。

（4）广安移动客户满意与客户忠诚正相关，且客户满意正向影响客户忠诚。

（5）广安移动客户满意与客户价值及其各维度正相关，其中与促销/优惠活动
相关系数较高。客户价值各维度对客户满意有显著正向影响，且促销/优惠活动的影响较强。

关键词：移动公司，客户满意度，服务质量，客户价值

ABSTRACT
Mobile communication industry developed steadily and the industry structure
optimized constantly in our country in 2012. At the same time, the coming of
full-service era makes the competition of new mobile business into white-hot stage. As
technology advances, the functionality and quality of telecom product tend to
homogeneity increasingly, operators begin to face the status quo of user saturation and
product homogeneity, and the user development also tends to be insipid. A large number
of users access the net while large number of users leave, the phenomena of sluggish
market growth and increment could not raise income are common. In such background,
the competition among the operators is from product oriented to service oriented. So
telecom enterprises should enrich their content and functionality, dig out the user's
potential needs constantly, reduce silent users, and improve customer satisfaction to
retain the existing users. How to understand users' core demands, what factors affect
customer satisfaction, and according to these factors to improve customer satisfaction,
retain existing users, develop targeted customer satisfaction promotion strategies, have
become the main purposes of this study.
This paper takes the users of Guang'An mobile as research object, proposes the
research model based on the theory of customer satisfaction, service quality, customer
loyalty, customer value and expectation confirmation theory. Using SPSS17.0 software
to carry on the empirical research, discussing the influences of customer value, service
quality, customer expectations and the dimension variables of service quality and
customer value have on customer satisfaction. The customer satisfaction promotion
strategies are proposed from four perspectives of customer satisfaction, customer value,
service quality, customer expectations. And make the following conclusions through
regression analysis:
(1)Guang'An mobile's customer expectations is related to service quality, customer
value, customer satisfaction positively, and its correlation coefficient with service
quality is the highest, the customer value followed. Customer expectation has
significant positive influence on service quality, customer value, customer satisfaction,
and has the biggest influence on service quality.
(2)Guang'An mobile's customer value is related to service quality and its
dimensions positively, and its correlation coefficient with new business quality is the
highest. Each dimension of service quality positively influences customer value, and the
impact of new business quality is the biggest, network quality followed.
(3)Guang'An mobile's customer satisfaction is related to service quality and its
dimensions positively, and its correlation coefficient with network quality is the highest.
The correlation between service quality and customer value is higher than the
correlation between service quality and customer satisfaction. Each dimension of
service quality positively influence customer satisfaction, and the impact of network
quality is the biggest.
(4)Guang'An mobile's customer satisfaction is related to customer loyalty
positively, and customer satisfaction affects customer loyalty positively.
(5)Guang'An mobile's customer satisfaction is related to customer value and its
dimensions positively, and its correlation coefficient with promotion/discount activity is
the highest. Each dimension of customer value has significant positive effect on
customer satisfaction, and the influence of promotion/discount activity is the biggest.
Key words: mobile company，customer satisfaction，service quality，customer value