基于顾客忠诚度的通信企业服务创新研究

Research on Service Innovation of Communication Enterprises Based on Customer Loyalty

当前,移动通信行业迅猛发展,行业内部竞争加剧,企业如何稳定客源,使得处理与顾客之间关系势必成为关键。通过调研A通信运营公司,实证分析影响顾客忠诚度的相关因素,并分析发现:服务效率不高、竞争意识不足、客户管理文化缺失、服务意识不足。结合顾客忠诚理论,提出完善服务产品差异化管理,提升服务质量;革新现有渠道管理模式,加强员工管理规范性、提升顾客忠诚度考量监督等服务创新建议,以提升通信行业客户忠诚度。

At present,with the rapid development of the mobile communication industry and the intensification of internal competition in the industry,how to stabilize the source of customers will inevitably become the key to deal with the relationship with customers.Through the investigation of a communication operation company,this paper empirically analyzes the relevant factors affecting customer loyalty,and finds that the service efficiency is not high,the competition consciousness is insufficient,the customer management culture is missing,and the service consciousness is insufficient.Combined with the theory of customer loyalty,this paper puts forward to improve the differentiated management of service products and improve the service quality;Innovate the existing channel management mode,strengthen the standardization of employee management,improve customer loyalty and other service innovation suggestions to improve customer loyalty in the communication industry.