摘要
在国内对于移动通信行业客户关系研究的基础上,以在校大学生为研究对象,借助调查问卷收集数据,通过主成分因子分析,构建了顾客满意度影响因素模型,运用多元回归分析对模型中的假设关系进行验证。研究发现,价格水平、产品质量、服务质量和企业形象是移动通信顾客满意度的重要驱动因素,最后从四个方面提出改进顾客满意度的建议。
On the basis of studies on customers of mobile-communications, this paper, by means of questionnaire-data collection and principal component factor analysis, has constructed a model of factors on college-student-customer-satisfaction-degree. The hypothesized relationships in the model have been tested and verified with the help of multiple linear regression analysis. Price level, product quality, service quality and enterprise image turn out to be the important motivation factors for customer-satisfaction-degree of mobile-communications. In order to improve customer satisfaction, four proposals have been put forward.
关键词
顾客满意度
移动通信
因子分析
回归分析
customer satisfaction degree
mobile-communications
factor analysis
regression analysis
