固定通信行业大客户满意度影响因素差异性研究-信息通信学术期刊网.pdfVIP

运 营技术广角 运营技术广角 固定通信行业大客户满意度影响因素差异性研究 夏柏涛 （ 中国联合网络通信有限公司联通信息导航有限公司 ，北京 100032） 摘 要 ：在已有满意度研究成果的基础上 ，借鉴某运营商 连 续 5 年 的 大 客 户 满 意 度 测 评 结 果 ，建 立 了 CNCCSI 模型研究固定通信行业大客户的满意度影响因素 。 通过对满意度影响因素 、行业特征指标的多指标聚类分析 ， 探讨了固定通信行业大客户的细分方法 ，并利用聚类技术将 11 个行业归为 4 类客户群 ，分析每一类群体的需求特征 、关注 因素及满意度。 最后针对某运营商现有大客户营销服务现状分析存在的问题 ，提出了营销体系的改进建议 。 关键词 ：客户满意度 ；差异性 ；聚类 ；行业大客户 ；固定通信 中图分类号 ： 文献标识码 ： F626 A doi: 10.11959/j.issn.1000-0801.2016191 Research on differentiation of influential factors of key account satisfaction in fixed communication industry XIA Botao Unicom Information Navigation Co., Ltd., China United Network Communications Co., Ltd., Beijing 100032, China ’ Abstract: Based on the existing findings of previous customer satisfaction studies and a telecom operator s key account satisfaction assessment results of 5 consecutive years, CNCCSI model was established to study influential factors of key accounts in fixed communication industry. Methods were discussed to segment key accounts in fixed communication industry through multiple indicator cluster analysis of influential factors of satisfaction and industry characteristic indicators. Clustering technology was used to divide 11 industries into 4 customer segments and demand character, concerned factors and satisfaction of each segment were analyzed. Aiming at a telecom operator ’ s problems of present marketing service analysis of key accounts, improvement suggestions of market system were put forward