基于顾客满意度的电信运营商竞争优势研究
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摘要
近年来，移动互联网的飞速发展给全球电信行业注入了新的活力，随着用户个性化需求的不断提升，电信运营商的发展可谓是机遇与挑战并存。一方面，用户个性化需求的不断提升，给电信运营商的新业务发展带来巨大空间，形成新的利润增长点；另一方面，用户个性化需求的不断提升，对电信运营商的网络质量、业务支撑和服务水平都提出了新的要求，换而言之，就是提升顾客满意度的问题。顾客满意度一直是学术界研究的重点课题，但其是否会成为电信运营商发展过程中的瓶颈尚无定论，这正是本文所要解决的实际问题。
本文以顾客满意度和电信运营商竞争优势为研究对象，在讨论了研究背景与研究意义之后，通过大量的顾客满意度和竞争优势相关文献回顾，分析了当前顾客满意度与竞争优势的定义及测量方法，同时构建了电信顾客满意度与运营商竞争优势关系的理论模型。在此基础上，本文以四川联通的真实经营数据和满意度测评数据为支撑，实证分析电信顾客满意度与电信运营商竞争优势之间的关系，验证理论关系模型的成立，并进一步研究中国联通近年来竞争优势的变化情况，同时分析了顾客满意度变化对竞争优势产生的影响，最后本文在理论研究的基础行提出了基于顾客满意度的中国联通竞争优势提升路径。
本文的研究结论表明，顾客满意度是影响电信运营商竞争优势变化的重要因素。在其他影响因素控制不变的情况下，顾客满意度对竞争优势有较为显著的正向影响。当顾客满意度值较高时，运营商的竞争优势也会相应较高，反之亦然。以中国联通为例，顾客满意度及其各项影响因素对其竞争优势及其二级指标有不同程度的相关性。为此，要提升中国联通的竞争优势，必须提高中国联通的顾客满意度及其品牌形象、顾客感知质量和感知价值等满意度影响因素。
In recent years, the rapid development of mobile Internet has injected new vitalityto the global telecommunications industry. As the user’s personalized demand rising, itis opportunity and challenge coexists to the telecom operators’ development. On the onehand, the user’s personalized demand rising, it brings huge space to the new businessdevelopment of telecom operators, which will form a new profit growth point. On theother hand, the user’s personalized demand rising, the telecom operators’ networkquality, business support and service level are put forward new requirements. In otherwords, it means to promote the customers satisfaction. Customer satisfaction is alwaysthe focus of academic research topics, but if it can become telecom operators’development bottleneck in the process, it still remains to be seen, which the practicalproblems this paper tries to solve is.
Based on customer satisfaction and telecom operators competitive advantage as theresearch objects, discussed the research background and research significance in later,through a lot of customer satisfaction and competitive advantage related literaturereview, this article analyses the current definition and measurement methods of thecustomer satisfaction and competitive advantage, and builds the relationship theoreticalmodel between the telecom customer satisfaction and operators competitive advantage.On this basis, this paper do the empirical analysis for the telecom customer satisfactionand telecom operators competitive advantage based on real operating data andsatisfaction assessment data from Sichuan Unicom, which proved that the theoreticalmodel is right. In the further research, we analyse the change of the competitiveadvantage for China Unicom in recent years. At the same time this paper discusses theimpact of the change of customer satisfaction to the competitive advantage. Finally, weput forward some paths of China Unicom’s competitive advantage ascension based oncustomer satisfaction.
The conclusion of this paper shows that, customer satisfaction is one of theimportant factors to telecom operator competitive advantage. If we control the otherfactors under the condition of invariable, the customer satisfaction has significant positive impact on the competitive advantage. When the customer satisfaction is higher,the competitive advantage of operators is higher, and vice versa. To China Unicom asan example, customer satisfaction and its various influence factors have different degreeof correlation with the competition advantage and its secondary indexes. Therefore, toimprove the competitive advantage of China Unicom, we must improve ChinaUnicom’s customer satisfaction and its influencing factors, such as brand image,customer perceived quality and perceptive value, and so on.
本文以顾客满意度和电信运营商竞争优势为研究对象，在讨论了研究背景与研究意义之后，通过大量的顾客满意度和竞争优势相关文献回顾，分析了当前顾客满意度与竞争优势的定义及测量方法，同时构建了电信顾客满意度与运营商竞争优势关系的理论模型。在此基础上，本文以四川联通的真实经营数据和满意度测评数据为支撑，实证分析电信顾客满意度与电信运营商竞争优势之间的关系，验证理论关系模型的成立，并进一步研究中国联通近年来竞争优势的变化情况，同时分析了顾客满意度变化对竞争优势产生的影响，最后本文在理论研究的基础行提出了基于顾客满意度的中国联通竞争优势提升路径。
本文的研究结论表明，顾客满意度是影响电信运营商竞争优势变化的重要因素。在其他影响因素控制不变的情况下，顾客满意度对竞争优势有较为显著的正向影响。当顾客满意度值较高时，运营商的竞争优势也会相应较高，反之亦然。以中国联通为例，顾客满意度及其各项影响因素对其竞争优势及其二级指标有不同程度的相关性。为此，要提升中国联通的竞争优势，必须提高中国联通的顾客满意度及其品牌形象、顾客感知质量和感知价值等满意度影响因素。
In recent years, the rapid development of mobile Internet has injected new vitalityto the global telecommunications industry. As the user’s personalized demand rising, itis opportunity and challenge coexists to the telecom operators’ development. On the onehand, the user’s personalized demand rising, it brings huge space to the new businessdevelopment of telecom operators, which will form a new profit growth point. On theother hand, the user’s personalized demand rising, the telecom operators’ networkquality, business support and service level are put forward new requirements. In otherwords, it means to promote the customers satisfaction. Customer satisfaction is alwaysthe focus of academic research topics, but if it can become telecom operators’development bottleneck in the process, it still remains to be seen, which the practicalproblems this paper tries to solve is.
Based on customer satisfaction and telecom operators competitive advantage as theresearch objects, discussed the research background and research significance in later,through a lot of customer satisfaction and competitive advantage related literaturereview, this article analyses the current definition and measurement methods of thecustomer satisfaction and competitive advantage, and builds the relationship theoreticalmodel between the telecom customer satisfaction and operators competitive advantage.On this basis, this paper do the empirical analysis for the telecom customer satisfactionand telecom operators competitive advantage based on real operating data andsatisfaction assessment data from Sichuan Unicom, which proved that the theoreticalmodel is right. In the further research, we analyse the change of the competitiveadvantage for China Unicom in recent years. At the same time this paper discusses theimpact of the change of customer satisfaction to the competitive advantage. Finally, weput forward some paths of China Unicom’s competitive advantage ascension based oncustomer satisfaction.
The conclusion of this paper shows that, customer satisfaction is one of theimportant factors to telecom operator competitive advantage. If we control the otherfactors under the condition of invariable, the customer satisfaction has significant positive impact on the competitive advantage. When the customer satisfaction is higher,the competitive advantage of operators is higher, and vice versa. To China Unicom asan example, customer satisfaction and its various influence factors have different degreeof correlation with the competition advantage and its secondary indexes. Therefore, toimprove the competitive advantage of China Unicom, we must improve ChinaUnicom’s customer satisfaction and its influencing factors, such as brand image,customer perceived quality and perceptive value, and so on.
引文
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