导　　师： 周文慧;宫进

学科专业： 1201

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着全业务运营的深入，拥有不同业务组合的三个运营商将不得不同时在各个细分市场成为进攻者和防御者，客户的争夺异常激烈。在全业务推动的产品同质化日趋明显的前提下，三大运营商可以凸显自身竞争优势的领域并不多，客户服务是其中一个。在这样的环境下，客户服务质量成为运营商赢得顾客的关键点。 本文以A电信公司为研究对象，首先对通信行业背景和A电信公司的客户服务评价现状进行了介绍，以及对服务质量评价和质量控制的相关概念、理论进行了介绍，对SERVQUAL服务质量模型五性的实用性进行了论证，再而对客户生命周期和生命周期关键服务接触点进行分析。 然后，以客户生命周期关键服务接触点为依据，结合SERVQUAL模型中的五个属性：有型性、可靠性、响应性、保证性和移情性，构建一套评价A电信公司客户服务质量的指标体系。针对新建的指标体系，采用层次分析法进行和主成分分析法相结合的方式，对初始指标体系进行指标筛选和赋权，最终得出一套客户服务质量评价指标体系。 最后，制定指标体系的应用思路，把每月的指标数据输入评价指标体系得出评价结果，再根据每月的评价得分，结合质量控制理论，制定SERVQUAL模型的五性控制图。根据控制图和每月评价结果的变动情况，判断客户服务质量是否正常。若发现异常，则根据关键服务触点和服务管控区域锁定问题原因，及时向有关部门反馈问题，为A公司及时发现客户服务短板，改善客户服务质量提供科学的依据。 总的来说，本研究立足于A电信公司客户服务现状和现实需求，依托成熟的理论并结合实际情况，构建适合A电信公司的客户服务质量控制体系。这将为A电信公司提升客户服务质量水平提供参考，同时对改善我国通信运营商的客户服务质量水平有一定的参考价值。 With the further development of full-service operation, the three operators with differentbusiness combinations have to be an attacker as well as a defender at the same time invarious market segments, fiercely competing for customers. On the premise of more obviousproduct homogenization driven by full-service business, the three operators can highlighttheir own competitive advantages in very little fields, one of which is customer service. Insuch an environment, the customer service quality has become the key point to win customer. Taking A telecom company as the research object, first, this paper will give anintroduction of service quality evaluation and quality control theory, analyze environment ofA company, key service contacting point of customer lifecycle, and demonstrate thepracticality of five attributes of SERVQUALQOS service quality model. Second, based on key service contacting point of customer lifecycle and combined withthe five attributes of SERVQUALQOS service quality model: tangible, reliability,responsiveness, assurance, empathy, this paper will build an index system to evaluate thecustomer service quality of A company. In the light of the new index system, this paper willscreen and empower for the initial indicator system through combing Analytic HierarchyProcess and Principal Component Analysis, and ultimately come to a set of customer servicequality evaluation index system. Third, this paper will make an application idea of index system and draw the evaluationresult through inputting monthly index data into the evaluation index system. Then accordingto the monthly evaluation score and combing the quality control theory, this paper willformulate controlling chart of five attributes of SERVQUAL model. Besides, it will judgewhether the customer service quality is normal or not by the change of controlling chart andmonthly evaluation results. If discovering abnormality, it should find out the problemsaccording to key service contacting point and service control area and timely feedback to therelevant departments so that A company can notice the shortcoming of customer service andprovide scientific basis for improving customer service quality. Generally speaking, this research formulates a customer service quality controllingsystem which fits A company, based on the current situation of customer service of Acompany and practical needs and relying on the mature theory and combining the actualsituation. This will provide a reference for A company to improve customer service qualityand at the same time it also have a certain reference value to improve the customer servicequality of our country’s communication operators.

关 键 词： 通信行业 客户服务质量 评价指标 质量控制

分 类 号： [F273.2 F626]

领　　域： [经济管理] [经济管理] [经济管理]