浅析移动通信企业顾客满意度及其提高途径VIP专享VIP免费

经济与管理学院本科毕业论文题目：浅析移动通信企业顾客满意度及其提高途径姓名：学号：班级：专业：市场营销内容摘要在开放与竞争的市场条件下，顾客有了更多的消费选择。伴随着顾客消费经验的积累，顾客的消费观念趋于理性，顾客对产品和服务的要求越来越高。在移动通信行业，随着市场开放程度的提升，企业之间的竞争逐渐加剧，尤其对顾客的争夺更加激烈。顾客满意度是顾客对所购买产品和服务的满意程度的直接反映，企业只有让顾客感到满意，有效提高顾客满意度，才能留住老顾客，开发新顾客，在激烈的市场竞争中立于不败之地。本文从顾客的角度出发，结合顾客满意度相关理论，阐述了研究顾客满意度的现实意义，分析了移动通信行业的营销特点及影响移动通信运营企业顾客满意的相关因素。最后，提出提高移动通信运营企业顾客满意度的途径。关键词:移动通信企业顾客满意顾客满意度路径AbstractInanopenandcompetitivemarketenvironment,customershavemorechoices,accompaniedbytheaccumulationofexperienceinconsumerspending,customerstendtotheconsumerconceptofrationality,customerdemandforproductsandservicesareincreasing.Inthemobilecommunicationsindustry,openasthemarketlevelofascension,aswellasoperationsinfullswing,graduallyintensifiedcompetitionamongenterprises,competitionforbusinesscustomersbecomemoreintense.Customersatisfactionisthecustomerspurchaseproductsandservices,adirectreflectionofthedegreeofsatisfaction,companieshaveonlysatisfiedcustomers,effectivelyimprovingcustomersatisfactioninordertoretainoldcustomersanddevelopnewcustomers,remaininvincibleinthefiercemarketcompetition.Keywords：mobilecommunicationsenterprisecustomersatisfactioncustomersatisfactionpath目录一、顾客满意度的内涵及其评估.................................1（一）顾客满意度的内涵....................................1（二）顾客满意度的评估....................................21.瑞士顾客满意指数模型(SCSB)...........................22.美国顾客满意指数模型(ACSI)...........................23.欧洲顾客满意度指数（ECSI）...........................24.中国顾客满意度指数模型(CCSI).........................3二、研究移动通信行业顾客满意度的现实意义.....................3（一）有助于企业提升服务水平..............................3（二）有助于企业保持用户规模..............................3（三）有助于企业提高盈利能力..............................4三、移动通信服务行业的营销特点及其顾客满意度的影响因素.......4（一）移动通信服务行业的特点..............................51.垄断性...............................................52.流动性...............................................53.顾客对服务过程的参与性...............................54.科技性...............................................5（二）移动通信服务行业顾客满意度的影响因素................61.通话质量.............................................62.服务水平.............................................63.便利性...............................................64.个性化...............................................75.品牌形象.............................................76.资费合理性...........................................7四、提高移动通信运营企业顾客满意度的途径.....................7（一）树立以顾客为中心的理念..............................8（二）提升产品价值........................................8（三）提供差异化服务......................................9（四）加强品牌建设.......................................10（五）提高员工满意度.....................................111.建立和实施公平合理的薪酬制度........................112.创造良好的工作环...