武汉移动公司顾客保留战略选择研究

华中科技大学硕士学位论文武汉移动公司顾客保留战略选择研究姓名：丁晓申请学位级别：硕士专业：企业管理指导教师：吴兆龙20050401IIIAbstractCustomersatisfactiontheoryhascomeintonoticeofbothacademiaandcommercialinterests.Manyenterpriseshavetakencustomersatisfactionandmarketshareastheircompetitionstrategy.Soisthesituationwhenmarketsharetheoryattractspeople’sattention.Butenterprisesusuallyneglectspecificcircumstancewhentheyusethesetheoriestoconducttheirmanagementprocess.Itisnecessarytodiscussthiskindofphenomena.Atfirst,thethesislooksbackonthemarketsharetheoryandcustomersatisfactiontheory,pointingoutthatthelogicalstartingpointofthoseresearchesisenterpriseprofit.Basingonthis,thethesisdiscussestherelationshipbetweencustomerloyaltyandcustomersatisfaction.Customerloyaltyisaconceptwhichhascloserelationshipwithcustomersatisfaction.Butacademiahasdifferentideaofhowcustomerloyaltyshouldbedefined,soistheirresearchabouttherelationshipbetweencustomersatisfactionandcustomerloyalty.Thisarticleintroducesanewconcept“customerretention”andredefinetheoriginalconceptofcustomerloyalty.Thisarticlealsodevelopsacustomerretentionmodel.Customerretentionisusedtoevaluateacompany’scompetitionadvantage.Thenthethesisdiscussesenterprise’scompetitionstrategyfromtwodifferentaspectstimepointandtimesequence.Basingontheoreticalanalysis,thethesisalsodiscussesthemobilecommunicationindustryinWuhanusingStructuralEquationModel.ThethesishandsoutandanalysesquestionnairestointerpretinfluencingabilityofdifferentfactorsthatcaninfluencecurrentcustomerretentionsituationofWuhanMobileCommunicationCompany.Accordingtotheoreticalanalysis,WuhanMobileCommunicationCompany’smarketstrategyisinatransformingphase.KeywordsCustomerretentionCustomersatisfactionCustomerloyaltyStrategychoiceMobileCommunication_____111.1,[1][2][3]7070,PIMS[4]GDP[5]21.231.3ACSISCSB422.11970PIMSProfitImpactofMarketingStrategyROI105IBM[3]5[6][7]2.22.2.1[8]1oliver1980PhilipKotler20002002[9]SwedishCustomerSatisfactionBarometerSCSBFornell1992AmericanCustomerSatisfactionIndexACSIFornell19962000Anderson2000[10]2WoodruffJenkins198763WestbrookReilly1983SCSBACSI2.2.2SCSBACSIECSITucker3Lawrence4BlattbergSen[11]2001[12]Hallowell1996[13]7Fornell1994HeskettSasser1994Reichheld1990ReichheldSasser199052585[14]HesketSasser1994[15]Hirschman1970exitvoiceSCSBACSIJohnsonGustafsson2001[16][13]82.3SCSBACSI[17]933.13.1.13.1.2[18]1Fornell53001500575001001023ACSIACSIDJIAHeinzProcter&Gamble[19]3.2[20][21]113.2.1313112312ABBA43.2.2Jones199511132213.3[22][23]CustomerRetentionSwitchBarrier114313-112[24]315[25]3.3.113-2321IIIIIIIVIII162IIIIII3IIIIII4IVIV2IIIIIIVI17IIIIIIIIIII3.3.211AAA2182A3-33311AAAAA23AA123419AA131321332AA1AAAA444A42044.14.1.11994199419971[26][27]211998319992[28]4.1.20501001502001999200020012002414-12219994.88820021.733.25200120022003200352003050000010000001500000200000025000003000000123456789101112424.2123[29][30]2[31]3452467CDMAGSM825PHSPersonalHandyPhoneSystem200020022003GSMGPRSCDMA[28][33]4.34.3.14-34-1264341BePrNeCuSBCSCLCRCSCuNePrBeBePrCSCRCSCLCRSBCR4.3.24-2BePrNeCuCRCLCSSB27421V12V2V33V4V54V6V75V8V9V11V10V12η3V13η2V14V15η1V162817172955.15.1.1ACSISCSBSewllWrightPathAnalysis[34][35]2003[36][37][38]305.1.2V1-V16+=12111098765432154321x125x115x105x95x85x74x64x53x43x32x22x11000000000000000000000000000000000000000000000000V12V11V10V9V8V7V6V5V4V3V2V1δδδδδδδδδδδδξξξξξλλλλλλλλλλλλ+=4321321y161y152y142y13300000000V16V15V14V13εεεεηηηλλλλ++=32154321321211232103433323100000150012110000000ςςςξξξξξγγγγγγγηηηββηηη315.25.2.1GSMCDMAPHS325.2.2SPSS5-151V1164174.751.4542.115V2164163.541.4462.090V3164162.551.2501.562V4164275.291.0571.116V5164175.011.0801.165V6164174.501.1801.393V7164174.481.1901.417V8164275.531.4162.005V9164173.431.4011.964V10164174.021.6152.607V11164173.381.4802.189V12164174.111.7963.227V13164164.121.2861.654V14164173.981.3381.791V15164174.021.6072.582V16164173.831.5652.4495-1V1V1V2V3V4V5V8-V12SPSS5-23352V161V1510.423V1410.7620.487V1310.6360.6640.455V121-0.043-0.101-0.0730.057V1110.1460.4520.2930.3270.455V1010.4950.0670.5070.4890.4890.370V910.2760.2840.0100.1210.0680.0920.176V81-0.0810.0570.1720.0520.0060.0460.0550.049V710.061-0.0340.3340.0153-0.0250.1310.3500.3160.245V610.4110.174-0.0040.1980.223-0.0120.4000.2990.2900.369V510.1930.311-0.02-0.0760.1790.155-0.0730.2910.2850.2370.110V410.5510.2800.3370.092-0.1220.2090.120-0.0820.3300.3000.3260.190V310.1240.1180.1290.2810.0740.1560.3750.3070.0170.4580.3530.3620.371V210.4420.2610.3220.3430.4550.1190.0120.4690.352-0.0160.6370.5970.5820.367V110.3320.1100.2520.1270.2700.2990.0890.0410.2580.2840.1300.3440.3150.2930.361V1V2V3V4V5V6V7V8V9V10V11V12V13V14V15V16345.35.3.1PartialLeastSquarePLSLinearStructuralRelationshipsLISREL[39]Lisrel8.2[40]5135+−+=108.0244.0001.000.156-0.1080.8700.23100000437.000131.00.464000870.0000375.005