中国移动通信行业顾客满意的模型及实证研究

华中科技大学硕士学位论文中国移动通信行业顾客满意的模型及实证研究姓名：胡明珠申请学位级别：硕士专业：企业管理指导教师：云虹20060426ICMICSI321CMICSILISREL8.2IIAbstractWiththedevelopmentofmarketeconomy,enterpriseshaverealizedthatcustomersatisfactionplaysasignificantroleintheinterestpursuing.Theroleanditspotentialaffectingpathwaysvaryalotindifferentindustries.Therefore,thedetailedresearchinaspecificindustryoncustomersatisfactionandloyaltyisneededforenterprises.Afteracomprehensivereviewontheliteratureofcustomersatisfactionandloyalty,ChinaMobile-communicationIndudtryCustomerSatisfactionIndex(CMICSI)modelispresentedaccordingtothecharacteristicsofChinamobilemarket.Empiricalstudiesonthe321sampleofHubeiMobile’scustomersareconductedtotestthemodel.Toinvestigatethedifferenceofdemandsandsatisfaction,thecustomersaredividedintothreegroups:students,commonpeopleandcommercialpeople.ThecomparisonanalysisindicatesthattheoverallcustomersatisfactionofChinaMobileinHubeiisnotgood,forwhichthelowcustomervalueandcomplainaboutthetrashmessagecanserveanillustration.ThismayprovidesomereferenceinthefurtherdevelopmentofHubeiChinaMobile.Moreover,thedemandandsatisfactionindifferentgroupsvarydramatically,inferringthatthemobilecommunicationoperatorsshoulddesigncorrespondingproductandservicefordifferentgroups.InordertotesttheCMICSImodel,astructuralequationmodeliscomposedandthesolutionisachievedthroughLISREL8.20software.Therelationshipsamongfactorsandtheaffectingpathwaysarediscussedindetails.Theresultindicatesthatthismodelhasagoodapplicability,andmayserveasareferencetomeasurethecustomersatisfactionindexofChinamobilecommunicationindustry.Keywords:CustomersatisfactionCustomerloyaltyMobilecommunicationStructuralequationmodel111.1IS09002[1][2]CustomerSatisfactionCS2090[3]/2ChinaCustomerSatisfactionIndexCCSIACSIWTO19992001ACSI[4]1.23SPSS13.0Lisrel8.21141.31989CMICSICS115/ACSIECSICMICSI622070702.12.1.11960Keith[5][6][7]1997[8]21[1]7212.1.2[9][10]ParasuramanZeithamlBerryAccessCommunicationCompetenceCourtesyCredibilityReliabilityResponsivenessSecurityUnderstandingTangibles[9]TangiblesReliabilityResponsivenessAssuranceEmpathy[11]BerryWalker[12]Albrecht&Zemke[13]ArmisteadFirmSoft////8[14]TimeFaultFreenessFlexibilityStyleSteeringSafetyFinnLambBerry[15]JohnstonParasuraman[16]Appearance/AestheticsAvailabilityCleanliness/TidinessComfortFriendlinessJohnstonParasuraman2.2KANO2.2.11989SwedishCustomerSatisfactionBarometerSCSBFonell22922SCSBSCSB311002.2.2AmericanCustomerSatisfactionIndexACSI199410[17]ACSI[18]236[19]23ACSI199810ACSIACSISCSBACSISCSBACSI2.2.3EuropeCustomerSatisfactionIndexECSIACSIECSI2424ECSI[20]112.2.4KanoKanoKano3[21]25122-5Kano2.2.5CCSI1ACSIESCI72626CCSI2CCSICCSIACSI13/2727CCSI2.2.6CSIPLSLISRELLinearStructuralRelations,SCSBACSI1998ACSIECSIECSIKano14ACSIECSICCSI2.32001ACSI[22]151633.1ACSIACSIECSIChinaMobilecommunicationIndustryCustomerSatisfactionIndexCMICSI3131CMICSICMICSI3117ACSIECSI[20]3.23.2.1Martensen/183.2.23.2.33.2.4CMICSI193.2.5/AndersonFornell[23][24]/():3.2.6/203.33.3.13.3.2663-121313.3.3551,2,3,4,532223223.4/300030002344.1414138035793.95%3632189.92%12494103244.2CronbachαCronbach0.90.80.70.7[25]α2211ikkσασ=−−∑k2iσ2σiSPSS13.0α0.916α0.918SPSS250.514.36/64.3.1542NMinimumMaximumMeanStd.DeviationVariance2642/42ARPU//5NMinimumMaximumMeanStd.DeviationVariance124253.72580.7998124153.37100.7266124152.76610.92050.64000.52800.8470124152.92740.7981124153.04840.83480.63700.697094253.75530.69850.488094253.60640.67550.456094153.20210.83700.701094153.53190.75780.574094153.48940.88890.7900103354.03880.64050.4100103253.74760.63740.4060103153.33980.89170.7950103253.53400.71150.5060103253.57280.78720.6200274.3.24343NMinimumMaximumMeanStd.DeviationVariance124253.62100.70530.4970124153.56450.84820.7190124153.41130.81660.6670124152.78231.04031.0820124153.06450.92610.8580124152.79840.83600.6990124152.74190.95310.9080124153.09680.81070.6570124253.42740.80820.653094253.80850.67640.458094153.91490.96900.939094253.82980.82490.680094152.62771.12631.268094253.34040.72670.528094253.11700.60210.363094152.95740.86650.751094153.50000.78630.618094153.68090.80610.650028103253.84470.66800.4460103253.83500.67300.4530103253.67960.73050.5340103152.75730.99480.9900103153.36890.85170.7250103153.14560.83320.6940103153.29130.90350.8160103153.46600.80220.6430103253.64080.76510.58504-33.52.7/432934.334444NMinimumMaximumMeanStd.DeviationVariance/124152.75810.84940.7210/124152.14520.91680.8410/94153.21280.76020.5780/94152.65050.77160.5950/103153.21360.92510.8560/103152.75530.97730.9550302.145234.3.43453145NMinimumMaximumMeanStd.DeviationVariance124243.12100.63240.4000124152.66940.88090.7760124153.25000.82270.677094153.56380.66490.442094153.09570.85600.733094153.62770.86740.7520103153.49510.72590.5270103253.19420.81720.6680103153.58250.76090.57903/324.3.54646NMinimumMaximumMeanStd.DeviationVariance124152.96771.09651.2020124154.11290.94750.898094153.47870.86420.747094254.35110.74350.5530103153.53400.95810.9180103154.24270.83390.69504634/4.351133/20%50%4.3.6//4747NMinimumMaximumMeanStd.DeviationVariance124152.95161.10331.2170124152.66130.95