通信企业的客户期望管理模型

Expectation management for telecommunication customers

针对通信企业客户期望不断提高,导致营销成本不断上升,而客户满意度达不到预期效果这一现象,剖析了影响通信客户期望的构成因子和主要影响因素,构建了通信客户期望的影响因素模型。通过实证研究得到通信客户期望影响因素模型的路径影响系数,分析了通信客户期望的影响机理。根据各种因素对客户期望的影响机理分析结果,对通信企业有效管理客户期望提出了建议。

Currently, telecom customers＇ expectation of the service incessantly rises and thus results in a ceaseless increase of marketing cost, while the customers＇ satisfaction still cannot be reached at expected rate. To analyze this abnormal phenomenon, the article studies the key constitutive factors and influencing factors of telecom customers＇ expectation, and builds a telecom customer expectation management influencing model. Then through empirical studies, the influencing mechanism of tclecom customer expectation is obtained according to the path - coefficient of influencing model. Finally, the importance factors influencing customer expectation are analyzed and proposals for teleeom operators are put forward.