中国电信运营商的顾客满意战略的初步研究

中国电信运营商服务水平和顾客满意程度一直不高。文章依据顾客满意理论,力求帮助电信运营商实现战略转变,实现真正意义上的以客户为中心,提高顾客满意度,达到顾客忠诚。文章创立了一个基于关系营销指导下的顾客满意理论框架,并由此提出了相关的实施策略,对我国电信服务业实施关系营销,实现从产品为中心向客户为中心的转变,保持和发展客户,提高客户的满意度和忠诚度,增强企业的核心竞争力起到了一定的指导作用。

An Initiative Study of the Strategy of Customer Satisfaction with the Marketing Business in China''''s Telecommunications Service

The service of marketing business of China's telecommunications and its degree of customer satisfaction remain a relatively low level.On the basis of the customer satisfaction theory,this article makes an attempt to help realize the strategic transformation so as to bring about the clientcentred service in the real sense,upgrade the degree of customer satisfaction and achieve customer faith.It proposes a theoretical framework for the customer satisfaction principle under the guidance of marketing through relations.With the suggestion of concrete measures for practical implementations,the theoretical frame is of guiding significance to the performance of marketing through relations in China's telecommunications service so as to realize the transfer from the product-centered service to the client-centred service,to keep and strengthen relations with customers,to improve the degree of customer satisfaction and trust,and all in all to enhance the essential competitiveness of the enterprises.