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MBA毕业论文_省电信用户满意度调查分析及提升策略研究PDF

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随着现代企业的经营理念向“以用户为中心”的转变,用户满意度成为企业竞争的重 点,满意度的评价成为判断企业发展好坏的重要标准。在电信行业中,用户满意度也成为 影响企业发展的重要因素。 近几年随着混改的实施,越来越多的民营企业开始入股国企,而我国的电信行业也对 民企开始逐渐地放宽发放了通信服务牌照,运营商之间的竞争也越来越白热化。三家运营 商为用户提供的产品趋向于同质化,竞争焦点已经不再围绕着传统的产品价格与功能上, 企业之间的竞争越演越烈,在此情形下,企业仅靠产品质量无法立足于当前市场,还需不 断完善用户关系管理,掌握优质用户资源,为企业提供源源不断的发展动力。 A省电信的发展就面临这个问题,已有快速发展转变为平稳增长阶段。为寻找新的增 长点,本文基于用户满意度相关理论,以A省电信公司组织的用户满意度调查为研究对象。 通过NPS(Net Promoter Score)调查方法,多维度的对用户进行调查,全面获取电信用户 对于产品、网络、服务质量的满意度评价调查数据及另两家运营商用户对产品、网络和服 务的满意度评价调查数据。分析A省电信公司目前的服务现状,同时对用户触点进行了详 细的调查,进而深入地分析影响用户感知的主要商业环节,在此基础上剖析出用户满意度 的影响因素,并针对弱项制定提升策略。 关键词:电信;用户满意度;NPS;服务策略;提升策略 II Abstract With the change of business concept to "user-centered", user satisfaction becomes the key point of enterprise competition, and the evaluation of satisfaction becomes the important standard to judge the development of enterprises. In the telecommunication industry, user satisfaction has become an important factor affecting the development of enterprises. In recent years, with the implementation of mixed reform, more and more private enterprises began to invest in state-owned enterprises, and China's telecommunications industry also began to gradually relax the issuance of private enterprises of the telecommunications service license, the competition between operators is also increasingly white-hot. The products provided by the three operators for users tend to be homogeneous, the focus of competition is no longer around the traditional product prices and functions, and the competition between enterprises is becoming more and more fierce. Under this situation, enterprises can not base themselves on the current market only by product quality. We also need to constantly improve customer relationship management, master high-quality user resources, to provide enterprises with a steady stream of development momentum. The development of A province telecommunication faces this problem, already had rapid development to change for steady growth phase. In order to find new growth points and based on the theory of user satisfaction, this paper takes the survey of user satisfaction organized by the A province telecom company as the research object. Through the NPS multi-dimensional user survey, we can obtain the satisfaction evaluation data of telecom users to product, network and service quality, and evaluate the satisfaction of competitors to product, network and service quality. According to the analysis of the A province telecom company's service, we will analyze in depth the main business links that affect user perception. At the same time, the user contacts are investigated in detail, and on this basis, the influencing factors of user satisfaction are summarized. We will formulate upgrading measures for the weaknesses KEY WORDS:telecom; customer satisfaction; NPS; service strategy; upgrade measures III 目 录 第一章 绪论....................................................................................................................- 1 - 1.1 研究背景.....................................................................................................................- 1 - 1.2 研究意义.....................................................................................................................- 2 - 1.3 研究内容及框架.........................................................................................................- 2 - 1.3.1 研究内容...........................................................................................................- 2 - 1.3.2 研究框架...........................................................................................................- 3 - 1.4 研究方法.....................................................................................................................- 3 - 1.4.1 文献研究法.......................................................................................................- 3 - 1.4.2 问卷调查法.......................................................................................................- 3 - 1.4.3 访谈法...............................................................................................................- 4 - 1.4.4 比较分析法.......................................................................................................- 4 - 第二章 用户满意度理论研究........................................................................................- 5 - 2.1 用户满意与满意度的内涵.........................................................................................- 5 - 2.1.1 用户满意与满意度的概念...............................................................................- 5 - 2.1.2 用户满意度的历史演变...................................................................................- 6 - 2.1.3 满意度理论研究基础.......................................................................................- 6 - 2.2 用户满意度调查方法.................................................................................................- 8 - 2.3 用户满意度模型和计算方法.....................................................................................- 9 - 2.3.1 用户满意度模型...............................................................................................- 9 - 2.3.2 用户满意度模型计算方法.............................................................................- 10 - 第三章 A省电信用户满意度调查研究设计..............................................................- 11 - 3.1 用户满意度调查概述...............................................................................................- 11 - 3.2 用户满意度调查设计...............................................................................................- 11 - 3.2.1 用户满意度调查设计思路.............................................................................- 11 - 3.2.2 用户满意度调查抽样规则.............................................................................- 12 - 3.2.3 用户满意度问卷指标设计.............................................................................- 13 - 3.3 用户满意度计算方法...............................................................................................- 15 - 第四章 A省电信用户满意度分析..............................................................................- 17 - 4.1 基本信息分析...........................................................................................................- 17 - IV 4.2 调查结果数据分析...................................................................................................- 18 - 4.2.1 宽带业务用户满意度调查结果.....................................................................- 18 - 4.2.2 电视业务用户满意度调查结果.....................................................................- 26 - 4.2.3 移动业务用户满意度调查结果.....................................................................- 29 - 4.3 A省电信用户满意度调查结果总结........................................................................- 38 - 第五章 A省电信用户满意度提升策略研究..............................................................- 39 - 5.1 用户满意度提升思路...............................................................................................- 39 - 5.2 用户满意度提升策略...............................................................................................- 39 - 5.2.1 宽带业务提升策略.........................................................................................- 39 - 5.2.2 电视业务提升策略..........