摘要
以中国移动的"动感地带"移动通信服务产品为研究对象,运用组合分析法,测量了定制化服务属性及属性水平对样本顾客产生的效用;运用聚类分析法,基于测量的服务属性及属性水平效用,将样本顾客分成不同服务属性偏好的群体,由此区别提供相应的定制化服务方案;最后通过对不同定制化服务方案总体效用的评价及满意度变化的分析验证了其有效性。
This paper studies the validity of customization service and takes China Mobile＇s ＂M-Zone＂ product as a case. First, the utilities of multi-service attributes and attribute levels to customer samples are calculated with conjoint analysis method. Then, the customer samples are segmented into different attribute preference groups using cluster analysis method, at the same time, the corresponding customization service alternatives are offered. Finally, the total utilities of different customization servicealternatives are evaluated and the changes of customer Satisfaction are analyzed, which help to verify the alternativeg validity.
出处
《工业工程与管理》
2008年第5期48-53,共6页
Industrial Engineering and Management
关键词
定制化服务
服务属性
效用细分
组合分析法
聚类分析法
customization service
service attributes
utility segmentation
conjoint analysismethod
cluster analysis method
