服务质量与顾客忠诚度的关系——基于中广有线蚌埠分公司的研究

Relationship between Service Quality and Customer Loyalty:Based on the Research of China Radio and Cable Bengbu Branch

2017年,作为有线电视的老牌运营商中广有线蚌埠分公司,其用户群从17万降至13万,从而产生了保用户、促增长的需求,如何解决这一问题,成为摆在有线电视人面前的现实焦点。设计一款App云电视应用,公司App服务质量及时性、关怀性、灵活性、保证性、有效性、双向交流性,传达了公司的人文关怀。App应用的服务质量,达成顾客满意度,顾客忠诚度。三大变量的关系、关系强度,关系方向研究和App应用是本文的创新。App应用必然会带动有线电视行业的科技创新,科技是第一生产力,生产力的提高会带来服务质量的提升,提高顾客满意度,导致顾客忠诚。App应用会带来有线电视行业质的飞跃。

In2017,China Radio and Cable Bengbu Branch as a veteran operator of cable TV,its user base has dropped from170,000to130,000,which has created a demand for protecting users and promoting growth.How to solve this problem has become a problem and the realistic focus in front of cable TV people.This paper proposes to design an App cloud TV application.The company's App service quality timeliness,care,flexibility,assurance,effectiveness and two-way communication convey the company's humane care.The research on the relationship and relationship strength among App service quality,customer satisfaction and customer loyalty and the App application are the innovations of this paper.App applications will inevitably drive technological innovation in the cable TV industry.Technology is the primary productivity.The improvement of productivity will improve the service quality,customer satisfaction and customer loyalty.App apps will bring a qualitative leap in the cable industry.